Supported by Welsh Government, Welsh food and drink companies have come together to put Wales on the map, celebrating the quality and uniqueness of Welsh products at a 3 day sampling event at leading supermarket chain Lulu, Qatar.
From 28th - 30th April, Welsh food and drink brands will be available to sample at Lulu's flagship store on The Pearl Island, as part of a retail activation activity, promoting Welsh produce and giving businesses the opportunity to trade and make connections in the Middle East.
12 brands will be available to sample and purchase in store, including Calon Wen, Cradoc's Savoury Biscuits, Daioni Organic, Halen Môn, Hilltop Honey, Rachel’s Organic, Radnor Preserves, Rhug Estate, Pilgrim's UK, Stillers, Tan y Castell and Tŷ Nant.
Some of the products listed include Calon Wen Organic Mellow Creamy Cheddar, Cradoc's Savoury Biscuits Chilli and Ginger crackers, Daioni Salted Caramel Latte , Halen Môn Sea Salt with Roasted Garlic, Hilltop Blossom Honey, Rachel’s Organic Greek Style Rhubarb Yogurt, Radnor Preserves Hand-cut Smoky Campfire Marmalade, Rhug Estate Lamb Leg, Tan Y Castell Bara Brith and Tŷ Nant Blue Still Water.
Welsh Government funded project 'Destination: Middle East' is a pilot project to support inmarket retail promotions and on-trade consumer engagement. The Middle East has been a market of interest for several years now, with successful food and drink Trade Development Visits to the region. The producers have benefited from the support of an in-market brand ambassador who has been showcasing the quality of the products to a range of chefs and buyers from the foodservice sector.
Lesley Griffiths, Minister for Rural Affairs and North Wales, and Trefnydd, commented "I am delighted to see so many of our wonderful food and drink producers taking part in 'Destination: Middle East' which is taking a new approach to developing export trade and builds on the investment we have made over recent years. The aim of the project is to increase direct consumer engagement and drive greater awareness of Wales and the quality of our food and drink. This project has been a collaboration between our offices in the region, our producers and the Export Cluster, and working with an in-market partner.”
Simon Alexander, Regional Operations Manager from Lulu said "We are delighted and honoured to work with the Welsh Government to promote Welsh food and drink products to our customers, who are looking for quality and brands they can trust. We have welcomed delegations of Welsh food producers to our flagship stores over recent years and look forward to continuing to build our relationships with producers so that our customers can buy their favourite Welsh brands in our stores in the future."
Anglesey Sea Salt/Halen Môn is one of Wales' leading brands and is participating in 'Destination: Middle East'. Managing Director Alison Lea-Wilson commented, "The Welsh Government have been outstandingly helpful in supporting Wales' food and drink exporters. This brand activation campaign in the Middle East is another example of how the Welsh Government supports the sector. Without them, we would not be where we are today."