Welsh food and drink firms target Scandinavia

The Brecon-based biscuit business said it hoped the five-day visit to Helsinki and Stockholm would help it boost sales in Finland and Sweden.

“We have had many enquiries from Scandinavian buyers and we have responded and made initial positive relationships with them,” said Cradoc’s Savoury Biscuit’s Ali Carter.

“Hopefully what this trade visit will give us is the chance to find out what we have to do to convert this interest into a wholesale distribution partnership of quality.”

Companies, ranging from dairy and bakery to meat and brewing, will meet potential buyers and distributors, visit key stores and have the opportunity to showcase their products on the trip supported by the Welsh government.

First of its kind

The Food and Drink Wales trade development delegation is the first to visit Scandinavia concentrating solely on food and drink.

Welsh deputy farming and food minister Rebecca Evans the government was “constantly looking” for new ways to ensure the nation’s high quality produce was recognised and appreciated across the world.

“We are currently delivering a programme of trade events where companies are supported to visit key markets and it’s an invaluable opportunity to interact directly with potential customers and partners,” she said.

“This trade visit allows us to focus on a specific market, understand their needs, and will give the companies involved an invaluable insight into how they can tailor and package their products accordingly.”

‘Perfect opportunity’

Purple Moose Brewery’s founder Lawrence Washington said the visit was a perfect opportunity to expand his business in the Finish and Swedish markets.

The Porthmadog-based brewer’s turnover passed £1M in 2013.

“The Scandinavian countries are of particular interest to us at Purple Moose Brewery as potential export markets,” he said.

“The opportunity to meet with key buyers and understand how they want to develop their business is crucial so we can respond to their needs. I hope that our moose branding could prove to be popular in these countries also.”

Meanwhile, the Scottish government claimed its food and drink sector turnover was growing at twice the UK rate.