Food and Drink Wales Newsletter - April 2023

April 2023 • Issue 027



#CaruCymruCaruBlas #LoveWalesLoveTaste - St David’s Day 2023 Campaign



The St David’s Day 2023 CaruCymruCaruBlas LoveWalesLoveTaste campaign achieved record numbers, with a greater number of impactful impressions, stronger links with the retail and hospitality sectors, and increased consumer awareness. Established in 2020 by the Welsh Government’s Food Division Trade Development programme working in collaboration with the industry, the campaign aims to encourage consumers to celebrate and show their love for Welsh food and drink.

Impressions from the campaign have reached a record 17, 853, 654+, with brand awareness at 44%* amongst Welsh consumers (*on-line survey using VYPR - prompted Brand awareness with 190 Welsh consumers). These results are testament to the campaign’s strength and focused collaboration between industry and the Welsh Government

The campaign has been positively received by the trade for promoting a cohesive sales and marketing strategy that supports both Welsh and GB listings whilst embedding core marketing principles and skills within the industry and raising the overall capability of Welsh Food and Drink businesses to support the development and expansion of product listings.

Overall, the campaign has been instrumental in driving growth and promoting the Welsh food and drink industry.

A BIG thank you to all the Welsh food and drink companies that took part.

Key facts of the campaign:

  • #CaruCymruCaruBlas #LoveWalesLoveTaste digital marketing toolkit used by 114 food and drink companies.
  • 10 food & drink companies collaborating in a social media food and drink campaign and hamper giveaway competition.
  • ITV Wales and S4C aired a two week ‘hero’ campaign - five separate 30 second TV adverts produced with CaruCymruCaruBlas messaging.
  • Competition - Companies provided with opportunity to apply to take part in an outdoor advertising campaign for those with multiple retail listings or a mobile advertising campaign for companies with independent retail listings and/or online shop.  
  • Outdoor advertising throughout Wales - sites across Wales outside retailers and high impact key ‘gateway’ sites into Wales from 5 major cities.
  • Mobile advertising on high impact websites showcasing 15 different food and drink producers with links to their website shops.
  • 12,000 daffodils created into a heart shape with CaruCymruCaruBlas branding in the grounds of Cardiff Castle – picked up by several newspapers and the ‘Good Morning Britain’ and ‘Lorraine’ show.
Andy Richardson

Food and Drink Wales Industry Board - Chair's Update April 2023

As we move into a much welcomed spring, I am very aware that we continue to find ourselves in challenging times in the UK food and drink industry . . .  but it’s not all doom and gloom!

Let’s reflect briefly on the UK trade position. The latest figures show that imports decreased by £4.9 billion (8.7%) in January 2023 versus December 2022. This is having a big impact on UK logistics companies, particularly if they own vacant warehouse facilities. Indeed, talk to anyone at Felixstowe, the UK’s business container port, you’ll know that it’s now much quieter than two years ago.

St David's Day Campaign

Success for St David’s Day 2023 #CaruCymruCaruBlas #LoveWalesLoveTaste campaign

During the past month the Welsh Government’s St David’s Day 2023 #CaruCymruCaruBlas / #LoveWalesLoveTaste campaign has achieved record numbers, with a greater number of impactful impressions, stronger links with the retail and hospitality sectors, and increased consumer awareness.

Established in 2020 by the Welsh Government’s Food and Drink Wales Trade Development Programme, working in collaboration with the industry, the campaign aims to encourage consumers to celebrate and show their love for Welsh food and drink.


Food and Drink Expo 2023

Leading food and drink trade event attracts Welsh producers

Some of Wales’ finest food and drink companies are preparing to attend Food & Drink Expo at Birmingham’s NEC later this month.

Food & Drink Expo helps companies find a route to the UK food and drink market, with hundreds of companies showcasing their exceptional products. Over 25,000 visitors and 1,500 exhibitors will attend the three-day event which takes place from 24-26 April 2023.

Supported by the Welsh Government, nine companies will be part of the Cymru/Wales Pavilion, all looking to showcase their mouth-watering products and embed Wales’ place firmly on the food map.

Welsh Agri-food economy

Collaboration unveiled in boost to Welsh agri-food economy

Lesley Griffiths, Welsh Government Minister for Rural Affairs and North Wales, and Trefnydd visited Grŵp Llandrillo Menai on 19 April to celebrate the announcement of a partnership between Grŵp Llandrillo Menai and AMRC Cymru, aimed at transforming the rural economy by developing skills and exploring new technologies for the agri-food sector.  

This partnership is linked to the Glynllifon Rural Economy Hub, whose purpose is to create a world-class agri-food workforce with the highest levels of environmental standards.


Paris France

Welsh companies looking to tackle the French food and drink market

A selection of Welsh food and drink companies are hoping to strengthen and build ties with prospective partners and investors as they visit Paris, France next week.

As part of the Welsh Government’s Food and Drink Wales Trade Development Visit to the region from 24-27 April 2023, seven food and drink companies will be given the opportunity to showcase their products to a host of distributors and retail buyers, all looking to secure new business.

Hybu Cig Cymru

New Board Appointments for Hybu Cig Cymru

Lesley Griffiths, the Welsh Government Rural Affairs Minister, has announced the appointment of four new directors to the Board of Hybu Cig Cymru – Meat Promotion Wales (HCC), the statutory levy body responsible for promoting and developing the lamb, beef and pork sectors.

Seafood Expo 2023

Welsh seafood on show at fin-tastic world event

Four North Wales seafood companies will be looking to make waves at the industry’s biggest global event in Barcelona next week.

Seafood Expo Global, which runs between 25-27 April, will see exhibits from more than 80 countries and Ross Shellfish Ltd from Caernarfon, Holyhead’s South Quay Shellfish and Ocean Bay Seafoods, and The Lobster Pot in Church Bay, will be representing Wales.

Fine Food Cluster

Welsh Food & Drink Producers To Head For Farm Shop & Deli Show

Wales will be represented this month by a large group of food and drink producers at one of the UK’s most important trade events, the Farm Shop & Deli Show 2023 (April 24-26). 

To be held at the NEC in Birmingham, the Farm Shop & Deli Show is the UK’s premier event for the specialist retail sector. The Farm Shop & Deli Show is the place to showcase the latest products and services and the venue for the keenly contested Farm Shop & Deli Awards.  

Welsh Vineyard

Sustainable approach to help the Welsh Wine Industry thrive

Reducing the use of synthetic chemicals in Welsh vineyards

Four Welsh vineyards have joined in a collaborative project to look at ways of delivering innovative solutions to decarbonisation and improving the efficiency of Welsh Vineyards through reducing the use of synthetic chemicals.

Supported by the Welsh Government’s Decarbonisation and Covid Challenge Fund, the project’s objective was to increase knowledge and understanding of disease control and prevention methods in vineyards across Wales. The project’s outputs will help to reduce future use of, and reliance on, synthetic chemicals.

Welsh Lamb

Welsh Lamb Looks to Land of Opportunity with US Marketing Push

Hybu Cig Cymru – Meat Promotion Wales (HCC), the Welsh Government and the whole PGI Welsh Lamb supply chain are set to work together to launch a major drive to tap into the American export market.

Restrictions on the import of UK lamb into the USA were finally lifted last year, and Welsh processors have been leading the way in obtaining the necessary inspections and certification in order to begin exporting.


Sustainability Toolkit

Sustainable eating toolkit for consumers

Need ideas on how to eat more sustainably? Take a look at our new Sustainable Eating Toolkit for consumers developed with eco-chef Tom Hunt. Find tips on how to reduce your food waste, packaging, and energy use in the kitchen. We have even developed ‘waste-not’ recipes to make the most of your ingredients. Have fun!  

Supporting videos:

Potato skin chips

Mocha brownies

Cauliflower leaf gratin

Carrot top pesto

Vegetable scraps stock

Single use plastic bill

Proposals for enforcement of the Environmental Protection (Single-use Plastic Products) (Wales) Bill

The purpose of this consultation is to seek your views on Welsh Government’s proposals to introduce civil sanctions as an alternative enforcement regime to support the bans on specific single-use plastic products, in addition to the criminal sanctions already in the Bill.

The consultation document is available at:

How to respond

Please complete the questionnaire at the end of the document. Responses can be submitted by email or post to the addresses below until 9 June 2023.

For details about the banned products, the offence and the existing penalties for non-compliance, please see

The Environmental Protection (Single-use Plastic Products) (Wales) Bill | GOV.WALES.

For further information:


Post: Environmental Protection Division

Welsh Government


CF10 3NQ

Toyota Cluster Programme

The Toyota Lean Clusters Programme

The Welsh Government and the Toyota Lean Management Centre at Deeside are pleased to announce the launch of The Toyota Lean Clusters Programme, offering assistance for companies that want to make sustainable improvements in competitiveness. 

Wherever a company might be on its Lean journey, The Toyota Lean Clusters Programme can help.

Migration Advisory Committee (MAC)

Shortage Occupation List review: call for evidence 2023

The Migration Advisory Committee (MAC) want to know the views of organisations on the roles that are being filled by migrant workers. It needs organisations to provide evidence for jobs they think should be added to, or remain on, the Shortage Occupation List (SOL).

The closing date for the Call for Evidence is 26 May 2023.

Green Economy Wales

Green Economy.Wales

Showcasing the Projects, People and Businesses Pioneering the Green Economy in Wales

Welcome to Green Economy Wales, a new resource showcasing the opportunities and challenges for businesses in our race to NetZero. Over the coming weeks we will be launching more industry hubs covering a wide variety of niche themes including the built environment, EV, green skills, the rural economy and much more.

Career Growing in Wales

Careers in Growing Food

A new video highlights what it is like to work in food growing, and how growers made their way into a career in horticulture. The film was created as part of Resilient Green Spaces to showcase opportunities to work in the sector, and to give a flavour of what these jobs are like. Lantra, Landworkers Alliance and Cardiff University worked with Mud&Thunder to develop the film which features growers including Growing for Change in Bangor and Cae Tan, Gower. The project team encourage schools and organisations across Wales to share the film, particularly with young people seeking insights to future careers.

Resilient Green Spaces is a £1.27m partnership project being led by Social Farms & Gardens to pilot alternative re-localised food systems using communities and their green spaces as the driving force for change across Wales until June 2023.  This project has received funding through the Welsh Government Rural Communities - Rural Development Programme 2014-2020, which is funded by the European Agricultural Fund for Rural Development and the Welsh Government.


Wales Food Advisory Committee

Welsh Food Advisory Committee

The Food Standards Agency (FSA) is hoping to appoint a Board Member for Wales who will also hold the position as Chair of the Welsh Food Advisory Committee (the WFAC). Details on the role of the Member and the person specification, the role and responsibilities of Food Standards Agency and the selection process can be found via the links below. The FSA is also looking for a new member to sit on the WFAC, the committee responsible for ensuring that the decisions of the FSA take proper account of scientific advice, the interests of consumers and other relevant factors, particularly in relation to Wales. Further details can be found via the links below.

Penodi Aelod Bwrdd dros Gymru a Chadeirydd WFAC / Appointment of Board Member for Wales and WFAC Chair

Cymraeg | English


Penodi Aelod WFAC / Appointment of WFAC Member

Cymraeg | English

Fay Francis

Fay Francis

The Welsh Government would like to congratulate Fay Francis on her New Year’s honours, being awarded MBE for her services to the Welsh Food and Drink industry.

Fay has worked as an external contractor providing over the last 12 years, providing expert support to producers and businesses in Wales on the EU Protected Food Name (PFN) and UK Geographic Indications (GI) schemes for food and drink products.


Blas Cymru / Taste Wales

Open for Applications

Taste Wales 2023

BlasCymru/TasteWales is the Welsh Government’s signature event held biennially to bring together Welsh producers with professional buyers from both the UK and overseas. The event takes place on the 25th and 26th October 2023 at the International Convention Centre Wales, Celtic Manor Resort, Newport.

Welsh companies are invited to apply to take part, the closing date for applications is 12th May 2023. In order to participate in BlasCymru/TasteWales you need to have a food or drink manufacturing business which has achieved and maintains a minimum of SALSA or BRCGS (or equivalent) accreditation.

For more information, please email or telephone 01691 839938. In addition to the meet the buyer element there is also a business exhibition and workshop programme. For more information please visit

Community Food Strategy Workshop

Community Food Strategy Stakeholder Engagement - Workshops

Miller Research is working with the Welsh Government to test and gain insights on a newly developed ‘systems map’ for the Welsh food system.

Once finalised, this map will provide a solid foundation for shaping the future of food policy in Wales. Specifically, this map will help to inform the development of the Community Food Strategy in Wales – which aims to encourage the production and supply of locally-sourced food in Wales.

Welsh Game Fair

Welsh Game Fair

The Guild of Fine Food are delighted to be hosting a Great Taste market at the Welsh Game Fair, The Vaynol Estate - Sept 9 – Sept 10 , 2023.  The Guild of Fine Food has negotiated preferential rates for space at this event for Great Taste winners only.   

This is your opportunity to showcase your brand and sell your products with expected visitors of 20,000 over two days.

PACKAGE: £795 + vat

3m (frontage) x 6m (depth) marquee (the depth area can be used as back of house for storage/parking or EVEN camping_

3kw electrical socket


  • 53% female/ 47% male split
  • 78% audience are over 45
  • £372 pounds average spend per person (£12million spend in total)
  • 70% AB demographic

Average visitor interests: include Field sports / Shooting / Equine / Fishing / Gardens / Food & Drink / Retail

If you would like to book a stand at this event, please email

TDV South Korea

Trade Development Visit to South Korea

A Trade Development Visit took place from 25-30 March 2023 in Seoul, South Korea.

Following a highly successful Welsh virtual trade development visit to South Korea in June 2021, 5 Welsh companies visited Seoul to tap into this high-quality market. The programme began with a market briefing delivered in the wonderful surroundings of the British Embassy. Welsh producers then spent the week taking part in a number of retail and market tours, ahead of several business meetings with new and existing customers in South Korea. This trade development visit was a great opportunity for producers to showcase their brilliant producer and we can’t wait to see more Welsh produce on the shelves in South Korea.

Five businesses took part in this visit delivered as part of Food Division’s export support programme.

Activities included:

  • Market Briefing & Programme Orientation, British Embassy Seoul
  • Retail & Market Tour
  • B2B Business Meetings
Foodex Japan

Foodex, Japan 2023

This food and drink exhibition took place from 07-10 March 2023 at Tokyo Big Sight.

Foodex is the largest annual food trade show in Asia, with over 70,000 visitors attending from 60 countries and regions. Joining the Cymru Wales Pavilion this year was 6 Welsh producers, with products ranging from honey to sausages, Welsh cakes to cheeses, plus a Welsh food and drink showcase, supported by Menter a Busnes. Welsh producers had great opportunities to develop new and existing trade contacts from within the region through both attending the show itself and through the networking receptions held at British Ambassador’s Residence at the British Embassy. We look forward to seeing the successes over the coming months!

In addition to a food and drink from Wales showcase, six businesses participated supported by Food Division’s export support programme.

In addition to the showcase and trade conversations, activities included:

  • Informal Networking dinner
  • Networking Reception at the British Ambassador’s Residence at the British Embassy
  • St David’s Society Dinner Celebration
Gulfood Dubai 2023

Gulfood, Dubai 2023

This food exhibition took place from 20-24 February 2023 at the World Trade Centre, Dubai.

Gulfood is the world’s largest annual food and drink trade exhibition, with 125 countries represented over 1 million+ square foot.

This year’s event saw 6 Welsh companies join the Cymru Wales Pavilions in the International and Dairy Halls, with an additional 8 producers joining on an Trade Development Visit. The event proved highly successful for all producers, with a number of great leads made with buyers and trade partners across the Middle East and beyond. With thanks to the Welsh Government office in Dubai, producers and key buyers in the region were treated to a spectacular St David’s Day reception at the British Embassy filled with Welsh music, food and drink, showcasing the best of Wales.

In addition to a showcase for Welsh food and drink, 15 businesses from Wales took the opportunity to participate, as part of Food Division’s export support programme.

Additional activities included:

  • St David’s Day reception held at the British  Embassy in Dubai
  • UK wide networking breakfast held by    Department for Business and Trade
Insight Conference 2023

Insight Conference

Thank you to everyone who attended the conference ‘Strive and Thrive’. We had an excellent engagement with a total of 210 viewers attending over the 4 day event. Click the link above to access all conference material, including videos of all the presentations and the slide packs.

Food and Drink Industry Survey

The critical success factors (CSF’s) in the Welsh Food and Drink manufacturing industry

The study is being undertaken by Martin Jardine as part of a PhD research project, through Glyndwr University. The purpose of this research study is to identify the critical factors that influence the success of Welsh food and drink manufacturing.

Social Media

Linked In

Food and Drink Wales has expanded its social presence.

We’ve launched a showcase page on LinkedIn to keep you up to date with everything we're doing to deliver 'A Vision for the Food & Drink industry from 2021'.

Want to keep up to speed with industry updates and upcoming events in the UK and overseas, including our flagship event Blas Cymru, find out about good news stories or learn more about the work being undertaken to embrace the environment and sustainability.

Give us a follow! Bwyd a Diod Cymru | Food and Drink Wales: About | LinkedIn


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Quarterly newsletter for the Welsh food and drink industry from the Welsh Government's Food Division.  

News, events and matters relating to the industry in Wales.

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