Having a Blast - Blas Cymru/Taste Wales – the flagship biennial event for Wales food and drink

Blas Cymru/Taste Wales – the flagship biennial event for Wales food and drink – returns on October 22-23 when producers, suppliers, buyers, and food industry professionals from the UK and across the world will come together at the International Convention Centre Wales at Newport’s Celtic Manor Resort.

Blas Cymru/Taste Wales Event

According to Huw Irranca-Davies, Deputy First Minister and Cabinet Secretary for Climate Change and Rural Affairs, Welsh Government remains committed to supporting this vital sector through events like Blas Cymru/Taste Wales providing the platform for our producers to shine on both the national and international stage.

“The success stories we hear from businesses of all sizes across Wales reinforce exactly why these strategic investments in our food and drink industry deliver such significant returns for our economy and communities,” says Mr Irranca-Davies.

And as far as Welsh producers are concerned, this unique event is an invitation to sit at the top table. First launched in 2017 and held every two years, the event offers a priceless opportunity to showcase products to leading industry buyers from retail and food service, along with networking with key players in the food and drink industry and discovering innovative products and trends.

Created by the Welsh Government’s Food & Drink Wales team for professional buyers from retail, food service and hospitality as well as developers and chefs, Blas Cymru/Taste Wales unites an industry under one roof, focusing on innovation with 200 new product ranges showcased and access expert knowledge to help identify suitable suppliers.

In order to participate, companies are required to be a Wales-based food and drink manufacturing business which has achieved and maintains a minimum of BRCGS or SALSA or an equivalent accreditation.

And it has a proven track record. In 2023 – the last time it was held – the event saw Welsh food and drink businesses achieve business opportunities worth £38m despite an unforgiving economic climate and cost-of-living crisis. On that occasion companies in the sector showcased their high-quality products to buyers and industry professionals from home and abroad over a memorable couple of days at the ICCW.

In total, 122 Welsh food and drink businesses took part, accompanied by 15 Rising Stars – new business start-ups who had developed their business in the preceding 12 months. In all, Wales welcomed 276 trade buyers, including 30 international buyers from 11 countries.

Not only has Blas Cymru/Taste Wales gained recognition from international buyers, but it has also contributed to the spectacular rise of Welsh food and drink exports globally. Among these showcased at the 2023 event were 14 protected Welsh products with Geographical Indication (GI) status such as PGI Welsh Lamb and PGI Welsh Beef.

A remarkable 203 new products on display testified to the dynamic nature of our food and drink industry, while some 2,100 scheduled trade meetings between buyers and businesses took place as part of the Meet the Buyer brokerage.

Although the sector has faced a challenging few years it has demonstrated an innate resilience and competitiveness by generating a larger percentage increase in export growth than any other comparable regions in the UK.

And as part of its evolution, it has now been divided into two separate events with a Blas Cymru/Taste Wales conference in Llandudno last October featuring practical seminars, industry workshops, expert panels and specialist surgeries.

Now the countdown towards the ‘Meet the Supplier event in Newport this October has begun, aiming to attract up to 150 producers – both SALSA and BRCGS-accredited – and up to 300 buyers, including up to forty international buyers and distributors.

Supplier event

All this reinforces the Welsh Government’s message that Wales has increasingly become recognised as a food nation, with high standards of quality produce, food ethics and entrepreneurship, whilst their latest research shows demand for Welsh produce remains strong.

The ‘Value of Welshness report, which draws on the experiences and observations of UK consumers and retailers as well as those of the Welsh shopper, indicates that within Wales there is a strong underlying desire for native food and drink, with eight out of ten respondents saying they would choose like-for-like Welsh products over those from other countries and nearly two-thirds willing to pay more for Welsh products – up massively from 44 per cent in 2017.

The proof of the pudding, of course, is in its eating and Wales’s prime food and drink trade event has been showered with praise from those keen not just to mingle with the food and drink industry’s movers and shakers, but also to hook up with fellow buyers and producers to swap experiences, pass on tips and compare notes.

“This trade event is like no other,” explains Allie Thomas, of Brecon-based Cradoc’s Savoury Biscuits. “What sets it apart is the organisation, the intent, the personnel and industry professionalism and dedication to delivery.

“The Welsh Government provides a range of support to develop and promote the Welsh food and drink industry, aiming to increase sales and enhance its reputation.

“This includes financial assistance, business support, and initiatives focused on sustainability and skills development all of which combine to deliver a quality of event unique to Wales focused on quality, innovation and new product, all beautifully showcased and presented to the buyers visiting the show.

“Galvanising top buyers – the very best – to attend in numbers is impressive, whilst tuning producers to bring new products to tempt them, to innovate and compete in a world market and also relentlessly promoting the Wales food and drink industry is nothing less than astonishing.

“Blas Cymru/Taste Wales has been reshaped, and the new format includes a conference (first held last year) and a trade (meet-the-buyer) event. Both events bring knowledge transfer, connection, trade and learning to the table. The Blas Cymru/Taste Wales concept, delivery and consequence is eye opening, a surprise every time, and it’s a thrill to be part of it. Much of our trade comes from these events where we meet so many companies we would never normally connect with.

‘Meet-the-Buyer’ is exceptionally well-planned, from website at engagement stage, to the final hours of the second day – filled with business. Prepared to perform to our best advantage for two days we are given a simple, all-obstacles-removed platform to show our products and chat with our buyers in a relaxed, hassle-free environment.

“Over the years we have watched this whole concept grow – and us with it. I’m more than thankful for the strategies in place funded by the Welsh Government because the whole Wales food and drink support network is doing a great job by working in the very best way.

“Blas Cymru/Taste Wales events are now firmly fixed in our calendar. They bring us solutions and motivation, as well as trade for next year, sales on the day and also the feeling of pride being part of this wonderful Welsh food and drink movement.

“This all comes with confidence and confirmation that there is a future in food and drink as a result of learning. On offer is skills training, data, trends intel, food technology support, business guidance, finance, and now an increasing network of producers who are all feeling exactly the same as me!”

Ellen Wakelam, CEO of award-winning west Wales distillery In the Welsh Wind, was among those attending Blas Cymru/Taste Wales in 2023. “It was our first time at the event, and we thought it was really well organised and well attended,” she recalls.

“We found that there were lots of positive networking opportunities and enjoyed participating too, contributing to a discussion around apprenticeships in the Food and Drink sector in Wales.

“The ability to meet lots of buyers in one place was incredibly helpful for a small business like ours. It made the event both productive and cost effective for us and we’re looking forward to attending in 2025.”

Her views are echoed by Jonathan Williams, founder of Barti Ddu, ‘the UK’s best-tasting spiced rum from Pembrokeshire’, who regards Blas Cymru/Taste Wales as ‘Hands-down best trade show we have ever done – and we have been attending trade shows for over a decade across the UK’.

“What impressed me most was the passion of the organisers in getting the best buyers to the event and how it was organised,” he explains. “Gone are the days where you are scanning name badges and hoping you are talking to the right person. This is efficient, simple and the best use of the producer as well as the buyer’s time.

“As a result of attending we secured several major listings with national wholesalers and supermarkets based in Wales as well as several export opportunities, so if you’re going to attend one trade show this year it has to be this event as it’s the best of its kind and only happens once every two years.”

Fellow enthusiasts Owen and Michelle Rosser, of Pembrokeshire Chilli Farm, say the 2023 event gave them a prime opportunity to showcase their products, engage directly with wholesale and export buyers and explore new market partnerships.

“These outcomes have led to growth in inquiries, orders, and visibility for our chilli sauces, marinades, jams, and, of course, offerings like our new black garlic ketchup,” they say. “Having launched this new product – a foodie trend that we tapped into – participating in this environment gave us a boost in product exposure.

“All in all, Taste/Blas Wales was a huge success for us – it was well-organised and visually impressive and we’re sure that all who visited were wholly impressed!”

This was also the experience of Cheryl John, of Krunchie Foods – long-established suppliers of a traditional range of Welsh condiments and ingredients – who describes the entire event as being ‘exceptionally co-ordinated’ from registration to booth set-up to scheduled sessions.

“There was clear direction and timely communication throughout the event,” she says. “The organisers did a great job attracting the relevant buyers and the organised networking event after the buyers’ conference helped facilitate meaningful conversations and connections beyond the exhibit hall.

“The benefits we gained was the opportunity to connect with potential buyers’ distributors and partners, as well as building relationships with existing suppliers.

“The reason I feel it’s a must to attend is that buyers gain a lot of exposure to a wide range of products from established brands. This allows them to evaluate quality, taste, packaging, and pricing more efficiently than through samples and catalogues. Face-to-face meetings allow deeper discussions regarding long term partnership.”

Sarah France, of Welsh Brew Tea, also believes that personal interaction is crucial. “The set-up and organisation of the event were excellent, and the ‘everyone under one roof’ approach ensured we achieved the best possible outcomes from both scheduled and impromptu meetings,” she says. “The calibre of buyers was also excellent.”

“The event gave us high visibility, positioning next to the best Welsh producers and access to buyers. It also provided direct access to domestic and international retail and food service buyers, with whom it would normally be challenging to secure meetings.

“Blas Cymru/Taste Wales provides a strategic platform to grow brand presence, access new markets and reinforce its role as a leader in the Welsh food and drink industry.”

Aber Falls Whisky Distillery, one of seven in Wales, is the first in north Wales since the early days of the 20th century. Located within a stone’s throw of Rhaeadr Fawr, the famous Aber Falls waterfall, their whisky is made from artisanal ingredients from the surrounding area. But while Aber Falls has been embraced by the local community, they are also working hard to establish strong links and partnerships with other Welsh businesses, with the goal of improving sustainability and driving the local economy and tourism trade.

According to general manager Carole Jones this is where the Blas Cymru/Taste Wales Conference has proved invaluable. “It’s a fantastic opportunity to meet so many UK and international buyers in one place,” she says. “Given the fact we’re based up here in beautiful north Wales the Blas Cymru/Taste Wales is something we wholeheartedly embrace.

“This event provides a priceless opportunity to network and to meet some of the movers and shakers of the industry face-to-face as well as those in Welsh Government who are striving to boost the industry’s profile.

“Although we live in an age where social media and all that surrounds it is absolutely essential, for me that personal interface Blas Cymru/Taste Wales provides is something money cannot buy.”

Fellow North-Walian Marian Williams, of Popty Bakery – another who welcomes the rare opportunity to meet up with fellow suppliers in such a vibrant atmosphere – recalls: “We were so impressed with the way the event was organised enabling us to feel relaxed and enjoy the experience to show our products to many potential and existing customers and buyers who attended.

“We were proud to showcase our new Snowdonia Shortbread and also to have the opportunity to secure listings of our Welsh Cakes and Bara Brith with our wonderful, valued customers.

“Attending Blas Cymru/Taste Wales is a great opportunity for food suppliers to engage and network with other business owners to support each other. It’s also lovely to catch up with everyone!”

Chris Butler, of Radnor Hills, says the iconic mid-Wales company have attended Blas Cymru/Taste Wales since its inception and have been impressed, year on year, ‘by the quality of attendees who are there to talk real business’. ”For Welsh businesses like ours having this level of support is integral in keeping ahead,” he adds.

“Blas Cymru/Taste Wales is just a fabulous event,” agrees Lorraine Whinn, of Coco Pzazz. “It demonstrates the commitment of Food & Drink Wales to put Welsh food on the shelves and menus of retail and hospitality businesses across the UK and beyond.

“The event is ambitious, meticulously planned and brilliantly executed and as a Welsh chocolate brand, we are proud to be a small part of it. At Blas Cymru/Taste Wales we meet the right people and identify new opportunities. It is a great event to showcase new products and an essential part of our trade show calendar.”

Meanwhile, Kirstie Jones, of South Caernarfon Creameries, says Blas Cymry/Taste Wales is not just about showcasing their products, but also championing the wider Welsh dairy sector – as well as its importance to rural communities and the economy.

“Blas Cymru/Taste Wales is always a brilliant opportunity to celebrate the best of Welsh food and drink – and to connect with buyers and peers across the sector,” she says. “ As a farmer-owned co-operative, we’re really proud to bring Dragon Welsh cheese to events like this, where provenance and quality take centre stage.

“We’re looking forward to being part of the conversation and seeing what opportunities lie ahead.”

Wye Valley-based Hive Mind Mead believe Blas Cymru/Taste Wales can help them gain new markets. “This year we are hoping to gain some export opportunities and meet with larger retailers now that we have scaled up our production capacity,” says Kit Newell, who launched the business with his brother Matt in 2018.

Hive Mind Display

“We have always had fantastic value from Taste Wales, to be in a room with so many buyers who are all looking for Welsh produce is fantastic. It is also a great opportunity to connect with other producers and share learnings with them. We always come away from the event with a renewed positivity and enough contacts to keep us busy until the following event.”

So, while Blas Cymru/Taste Wales has clearly been a great experience for so many attendees in the past, 2025 looks poised to build on the success of previous events with changes to the format aimed at making it even more worthwhile and effective for producers and buyers alike.

No fewer than 200 new product ranges featuring 3,000 products are set to be unveiled this October with buyers able to browse independently, while a time-efficient diary system can arrange short introductory meetings with access to Food and Drink Wales expert knowledge identifying suitable suppliers.

If you are a buyer or distributor, the personalised support and advice on hand along with a directory of suppliers’ profiles can pinpoint those that match your criteria with the diary controlled by you. Accommodation is available if required, while international buyers may also be eligible for flight and airport transfer support.

And do not miss the Networking event on the evening of Wednesday, October 22 featuring a Welsh showcase menu, produced by the ICCW chef team with complementary Welsh drinks!

 Networking event

This year’s theme is innovation, and organisers are holding a ‘most exciting new product’ competition, allowing buyers to vote for their favourite. The Blas Cymru/Taste Wales sustainability theme has continued via a new Welsh Government pilot scheme which has seen over forty companies completing carbon reduction plans in response to buyers are increasingly looking for active carbon reduction programmes as part of their procurement policies.

Huw Irranca-Davies, Deputy First Minister and Cabinet Secretary for Climate Change and Rural Affairs, describes Welsh food and drink as ‘a real success story’ and its economic contribution to the nation is higher than ever.

“Blas Cymru/Taste Wales has firmly established itself as the cornerstone event for our thriving food and drink sector, delivering remarkable results with £38 million in potential sales achieved at our last event despite challenging economic conditions,” he says.

“What makes me particularly proud is seeing 200 innovative Welsh products being showcased this October, demonstrating the creativity and resilience that defines our producers.

“The Welsh food and drink industry continues to outperform comparable UK regions in export growth with our ‘Value of Welshness’ research showing eight out of ten Welsh consumers preferring home-grown produce – a testament to the quality and reputation we’ve built.

“By bringing together great Welsh producers with so many UK and international buyers, under one roof, we’re creating the perfect environment for Welsh businesses to forge valuable connections and secure new markets.”

October’s event will serve as another stepping stone on the path leading away from the turbulent years of Brexit and Covid which left the Welsh food and drink industry with choppy waters to navigate.

Now the ship has been steadied it is building up an impressive head of steam and events at Newport will undoubtedly play a part in the chartering of new markets, fresh horizons and bigger challenges, all of which this thriving Welsh sector appears more than ready to meet head-on.