Trade Trip Gets Canadians To Enjoy Wrexham Lager

Fourteen leading Welsh food and drink companies are preparing their goods to be part of the first Welsh food and drink trade visit to ‘the land of the maple leaf’.

The visit to Toronto this week, which is supported by the Welsh Government’s Food and Drink Wales, will provide food and drink producers, ranging from brewers, bakers and meat processors, with an insight into the Canadian market and provide opportunities to meet national food and drink buyers from across the country.

Commenting ahead of the visit, the Welsh Government’s Cabinet Secretary for Environment and Rural Affairs and local AM Lesley Griffiths, said: “This is a fantastic opportunity for our producers to be able to showcase some of the most exciting Welsh products on offer while exploring new markets and building further connections with international businesses. These visits provide companies with an invaluable insight into how they can tailor and package their products accordingly.

“We have a clear ambition in our Food & Drink Action Plan to grow the industry in Wales by 30% to 7 billion by the year 2020 by working in partnership with industry. The Action Plan underpins our aspirations and our continued support to Welsh producers through our commitment to high-profile overseas visits, such as this upcoming Canadian expedition. Our food and drink is world class and we are confident that the Canadian market will not be disappointed with its quality.”

Wrexham Lager Beer Company, as locals has a history after being originally founded in 1882 but relaunched as a micro-brewery in 2011. The lager is the original recipe and the same ingredients using the latest technology from Kaspar-Schultz, Germany, resulting in a cracking lager.

Mark Roberts of Wrexham Lager said: “We are keen to expand and start exporting our products into the Canadian export market. It is a perfect stepping stone to help us gain some experience in this field. It provides us with a wonderful opportunity to meet with key buyers and to pick-up advice along the way in order to establish solid contracts to boost confidence and sales.”

Highlights of the visit will include a Meet the Buyer event which will provide companies with an opportunity to present to selected retail and foodservice buyers. The event will also provide the opportunity for a showcase of Welsh food and drink products in addition to accompanied store visits, a market briefing and a trade networking event.