Welsh salami producer, Cwmfarm Charcuterie has received a top award in the 2020 National Pig Awards winning the Marketing Initiative of the Year category for social media use to promote their business. These awards recognise and reward excellence, foster innovation and inspire creativity and information sharing. It is the only awards competition exclusive to the British pig industry.
Based in Swansea, Ruth and Andrew Davies started their business over a decade ago with two pigs; they now have 44 breeding sows consisting of rare breed saddleback and large blacks, which they rear outdoors and free range on their 40-acre land and produce snack salami products.
Marketing has been a huge part of running a successful business for Cwmfarm, over the last four years they have seen a huge increase in sales, with exporting being a major contributor of this and with significant growth in national orders.
Cwmfarm Charcuterie do all their own marketing and Ruth’s natural flair and her spontaneous use of social media has helped create a faithful and growing customer base which stretches from Wales to Finland as owner Ruth Davies says:
“We at Cwmfarm Charcuterie have marketed our own produce by shouting out from the rooftops on all platforms of social media. We have worked with celebrities who enjoy our products, asking them to shout about them on social media.
“I try to stand out and show the real me on social media. I feel social media has come on in leaps and bounds over the years, and it is trying to keep up with it. I update my twitter, Instagram and Linked-in accounts daily.
“We have a contract with Selfridges Food Hall, and HM Ambassador Sarah Price in Helsinki put our products on the menu at the Embassy for British Delegates and then tweeted the picture of our products to every Embassy around the world! It goes to show how far you can get your message across on social media.”
Despite the challenges of this year, Cwmfarm Charcuterie have risen to the challenge and thrived. Having outgrown its first production unit in Pontardawe, Ruth and Andrew had been searching for suitable premises, and found the ideal place just ten minutes up the road at Ystradgynlais Workshops where they can rear their own pigs and make traditional Welsh salami.
The move was made possible with grant assistance from the Welsh Government Rural Business Investment Scheme, and Cwmfarm’s new ‘Salami HQ’ was officially opened on March 2 by former Wales rugby international, Rupert Moon.
At 4,000sq ft. the unit is four times as big as Cwmfarm’s first premises, and the couple have been working around the clock to turn the space into their ideal production base.
Having received design and certification support from Food Centre Wales at Horeb throughout the build has ensured that the new HQ has the facilities needed to fulfil the requirements of the most respected food industry standards such as SALSA.
Congratulating the company on its achievements and developments, Minister for Environment, Energy and Rural Affairs, Lesley Griffiths said:
“I’d like to congratulate Cwmfarm on its achievements in this year’s National Pig Awards and its continued growth and expansion – particularly during such difficult times.
“I am delighted that support from the Rural Business Investment Scheme has enabled Cwmfarm Charcuterie to expand its production base, as well as create skilled jobs.
“The business is an excellent example of how skill and entrepreneurial spirit, combined with business support, is helping to open up new markets for Welsh food and drink products.”
Cwmfarm Charcuterie success continued with a Gold medal for its unique Laverbread Salami, a Silver medal for its Salami Crisps and a bronze medal for its Black Pudding with a touch of Port and Leek Salami in the international World Class of Food and Beverage Olymp Awards.
Cwmfarm Charcuterie Products is part of the Fine Foods Cluster programme, a business-led development programme supported by the Welsh Government and facilitated by Cywain. Drawn from across Wales, the Fine Foods Cluster members have been brought together by the programme and benefits from sharing their experiences and knowledge.