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Welsh producers to showcase at UK’s leading food and drink show

Kit & Matt Newell Hive Mind Mead & Brew Co

Wales’ finest food and drink companies are gearing up to showcase their innovative spirit and exceptional quality produce at a pivotal show in the UK food and drink calendar.

The group includes 44 Welsh food and drink companies who will be attending the Farm Shop & Deli Show 2024 being held at the NEC in Birmingham between 29 April – 1 May. This event will serve as a prime opportunity for both established companies and emerging stars from Wales to exhibit their products to a national audience.

Supported by the Welsh Government, 13 of Wales’ well-known food and drink companies will be exhibiting on the Welsh Government Pavilion at the show. A further 20 Welsh up and coming and emerging stars will be exhibiting as part of the Cywain Showcase stand, while another 11 Welsh companies will be exhibiting for 1 day during the show on the Cywain Test Trading stand, these companies will change each day.

Welsh Government Cabinet Secretary for Climate Change and Rural Affairs, Huw Irranca-Davies MS, said, “The Farm Shop & Deli Show provides unparalleled opportunities for Welsh companies to showcase the exceptional quality and innovation of their products. These events are crucial for promoting Welsh products and reinforcing Wales’ reputation for quality and innovation in food and drink.

“The Welsh Government is dedicated to supporting our producers, ensuring they have the platforms needed to succeed and contribute to Wales’ reputation as a place of outstanding natural produce. We are committed to helping them thrive in these important markets and continue to build on Wales’ esteemed reputation.”

Welsh producers exhibiting as part of the Welsh Government Pavilion includes Calon Wen Organic Dairy, Cradoc’s Savoury Biscuits Ltd, Crwst Ltd, Golden Hooves, Hive Mind Mead & Brew Co, Mario’s Ice Cream, Morning Foods, Rural Foodies Ltd/Coco Pzazz, Snowdonia Cheese Company Ltd, The Anglesey Sea Salt Company/Halen Môn, Tregroes Waffles, Welsh Hills Bakery and Welsh Lady Preserves.

The 31 Welsh companies making up the showcase under the support of Cywain, a Welsh Government funded project that works with food and drink producers across Wales, helping them grow and develop their businesses, will feature products from alcohol, coffee, tea, chocolate, cheeses, rapeseed oil to preserves, sauces and spices.

Commenting on being part of the Welsh Government delegation, owner Alison Lea-Wilson from Anglesey sea salt company Halen Môn said, “We’ve attended Food & Drink Expo several times and always find it an interesting mix of people giving us a chance to stay updated on the food and drink industry. We’re looking forward to catching up with our current customers at the Farm Shop & Deli Show this year and are excited about the possibility of meeting new ones, particularly ingredient suppliers.

“It’s also our first time here as a B Corp business, which is a big step for us, and we’re launching our new Beetroot ketchup, adding a vibrant touch to our product line.”

Cradoc’s Savoury Biscuits Ltd is set to feature their new Gluten Free range at the Farm Shop & Deli Show, with products ready to order alongside their traditional offerings. The company is also proud finalists for the Artisan Food and Drink Business of the Year at the Wales Food and Drink Awards 2024.

Reflecting on a year of innovation and growth, Allie Thomas from Cradoc’s Savoury Biscuits said, “2023 was a pivotal year for Cradoc’s. We embarked on a journey of transformation, starting with a significant update to our packaging, which is our main sales tool and we invest as much as possible in protecting the authenticity of the Cradoc’s brand. Working with Zero2Five Food Industry Centre led to enhancements that resonate with our customers, emphasizing our Net Zero Carbon Manufacturing status and sustainability efforts.

“We have recently got the go ahead for our new gluten free bakery, which is testament to our commitment to inclusivity and innovation. We’re looking forward to seeing what visitors to these shows think of our new three gluten free flavoured crackers: Rosemary and Garlic, Chilli Ginger and Cumin and Cheddar Cheese and Chives.”

After a successful rebranding launch and a Farm Shop & Deli Gold Award win for their Traditional Mead at last year’s Farm Shop & Deli Show, Hive Mind Mead & Brew Co are set to showcase their modern mead to a wider audience at this year’s show.

“Our presence at the Farm Shop & Deli Show is testament to our growth and the significant demand for our products over the last 5 years, but in particular within the last 12 months which has seen us stocked in Selfridges and in 3 Michelin Restaurants” says Kit Newell, Co-founder of Hive Mind Mead & Brew Co.

“Our rebranding to Hive Mind Mead & Brew Co in 2023 was a milestone of our progress and our commitment to modernising mead. This year, we’re not just expecting to showcase our products to those unfamiliar with contemporary mead; we’re here to forge lasting connections with larger retailers and regional distributors, and to reaffirm our relationships with those who have supported us from the start. The Farm Shop & Deli Show is more than an event for us—it’s a platform to test the pulse of the market, to ensure our products resonate with current trends through direct consumer feedback.”

“Our achievements, such as winning the Golden Fork Award for Wales, are symbols of our dedication to quality and taste. Alongside our flagship wine-style meads and modern sparkling varieties we will have our special edition meads that celebrate and support bee charities such as Bees For Development, made using honey from forests in Zambia. Our Spiced Honey Rum, launched in February, is the newest addition to our family of products, and we’re excited to see it take its place in the spotlight.”

Also, within The Restaurant Show, there will be a Geographical Indication (GI presentation) and tasting taking place on the Restaurant Stage between 15:30 – 16:15 on Monday 29 April.

Farm Shop & Deli Show is packed with new launches, fresh industry insights and trend-setting food and drink to help you get face-to-face with the people driving the market forward in 2024.

Whether you’re an independent farm shop, delicatessen, or artisan food outlet, you can help grow your business along with your passion at Farm Shop & Deli Show. At the show you’ll find all the big ideas to help you discover fresh thinking and practical tips and techniques to increase your profits with our exciting line up of live events and sessions. The show will also reveal the winners of the Farm Shop & Deli Retailer Awards 2024.

Farm Shop & Deli Show will run alongside Food & Drink Expo, National Convenience Show, The Forecourt Show and The Restaurant Show in 2024 as part of the UK Food & Drink Shows, bringing together the grocery, specialist retail, wholesale, foodservice and hospitality sectors under one roof. With over 1200 exhibitors and 25000+ visitors to five shows over 3 days, the event is a must-visit for anyone in the food and drink industry.

Other Welsh companies participating independently at the other shows include Cygnet Distillery, Dewkes Ltd, Gasm Drinks, Heartsease Farm, Meadowvale Foods, Peter’s Food Ltd, Brain Blasterz and Celtic Frozen Drinks.

Come and visit the Welsh food and drink companies at the Farm Shop & Deli Show from the 29 April – 1 May:

Welsh Government Pavilion | Hall 20 | Stands S160 & S170
Cywain Showcase Stand | Hall 20 | Stands S180, S190, S200
Cywain Test Trading Stand | Hall 20 | Stands S200