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Menter a Busnes unveil new brand and global strategy

Llŷr Roberts. Picture by Nick Treharne

Menter a Busnes, which has been supporting businesses and individuals in Wales to start-up and grow for more than three decades, has today (26 June) unveiled a new brand and strategy which aims to propel Welsh businesses onto a global stage. 

Under an ambitious new identity — Mentera — revealed its revamped look alongside a new strategic plan to key partners, Government officials and industry leaders at Llanerch Vineyard, an example of a Welsh business that has diversified from farmland to become an internationally-recognised vineyard destination.    

Marking its 35th anniversary year, Mentera (previously Menter a Busnes) and its 170-strong staff working across Wales, will continue to provide investment and support across sectors including agriculture, food and drink through its ‘O’r Fro i’r Byd’ vision.  

Llŷr Roberts, Chief Executive Officer, Mentera, said: “Wales has a wealth of talent, innovation and unique products that deserve international recognition. Through our bold new approach, we’re committed to transforming local enterprises into global success stories.  

“We believe in the potential and power of Welsh businesses to compete and thrive in the worldwide market, this rebrand signifies our unwavering dedication to nurturing their development and making this vision a reality — all while contributing to a prosperous Welsh economy today, and for generations to come.” 

Mentera Board Chair, Fflur Jones, added: “Since the company was first established in 1989, we’re proud to have supported thousands of businesses and to have played an important role in facilitating economic growth right across Wales. 

Last year, we announced the expansion of our operations with the opening of three new offices, under the leadership of our then recently appointed CEO. Last month, we strengthened our Board with four strategic new appointments. And today, we celebrate our new brand, but more importantly, our vision for the future. Mentera and its 170-strong team is more ambitious than ever and we’re excited to continue to empower innovation across Wales for a further 35 years and beyond.”  

One Welsh business to have benefited from Mentera support is soft drinks brand, Radnor Hills, which received grant funding and skills development support. The company’s Sales and Marketing Director, Chris Sanders, said: “Mentera’s support — in particular, the mentoring provided through the Food and Drink Wales Trade Development Programme — has helped deliver significant growth. Testament to the expertise and high standard of the support provided through the scheme, our consultant has recently been appointed as our new Managing Director.”  

To find out more about Mentera and how you or your business could benefit, visit mentera.cymru.