Rugby Legend Ken Owens and Business Partner Showcase Global Ambitions at Food and Drink Wales premier event at the Celtic Manor.
Sheriff’s Biltong, the award-winning Welsh snack brand co-founded by former Wales and British & Irish Lions captain Ken Owens, is set to make its biggest impact yet at Blas Cymru / Taste Wales 2025, taking place at the Celtic Manor on the 22nd – 23rd of October.
The Welsh born company, established by Owens alongside business partner Ruth Davies, will attend the event with a fully booked diary of meetings with international buyers from Japan, Shanghai, and Dubai, as well as key UK distributors, wholesalers, and retailers.
The team will showcase its newly launched retail bag format – a product that was just a concept on a laptop screen at the last Blas Cymru / Taste Wales event. The development comes as the brand responds to increasing interest from international markets.
“Blas Cymru / Taste Wales at the Celtic Manor is the most exciting event in our calendar,” said Ruth Davies, co-founder of Sheriff’s Biltong. “It brings together the finest Welsh food and drink businesses and connects us with major buyers from around the world. It’s vital for a Welsh business like ours to attend for growth and the incredible opportunities that arise from across the globe.”
Davies, an established presence within the food industry with 12 years in the Fine Food Cluster and 14 years with Cywain, emphasised the importance of the event for building long-term relationships: “We meet up with buyers we’ve started conversations with, build those relationships, and plan the year ahead with both established contacts and exciting new prospects.”
For co-founder Ken Owens, attending Blas Cymru / Taste Wales alongside the Sheriff’s Biltong team represents an exciting new chapter. He said: “We’ve always believed in the quality of what we’re producing. To see international buyers wanting to bring Sheriff’s Biltong to their markets is fantastic, and Blas Cymru / Taste Wales gives us the perfect platform to make those connections. Last time we attended, our new bag was just a picture. This year, we have it on display with a diary full of buyers eager to learn more and taste what we’ve created. It’s a very exciting time for us.”
Sheriff’s Biltong gained international recognition in 2022 when it won a World Award in Athens, Greece. Now, the brand is ready to build on that success by showcasing its premium Welsh-made products to a global audience.
This will be Davies’ fifth Blas Cymru / Taste Wales, and she notes it’s “by far the busiest yet” as the event continues to grow year on year. The company’s participation reflects its commitment to Welsh food excellence, working closely with Food & Drink Wales and the Export Cluster to open doors for Welsh products in international markets.
“Events like Blas Cymru / Taste Wales are crucial for Welsh businesses,” Davies added. “They give us the platform to compete on a world stage and prove that premium quality food production thrives right here in Wales.”
