Wrexham Lager targets American trade opportunities

Wrexham Lager will be going stateside this month as it joins a host of Welsh food and drink producers turning their sights to the USA export market in search of new and competitive export trading opportunities.

As part of the Welsh Government’s aim to raise Wales’s business profile on the global stage, it is supporting 15 Welsh food and drink companies on a visit to New York and New Jersey from 17th-20th September.

During the four day visit companies will have the chance to showcase their products to selected buyers, importers and distributors from the retail and food service markets and develop new business through a series of market briefing workshops, store visits and meet the buyer opportunities.

An industry networking event celebrating Welsh Food and Drink is also being organised, in conjunction with the Welsh Government’s North America office, entitled ‘A Taste of Wales in New York’ and will provide further opportunity to showcase food and drink produce from Wales in the North America market.

Speaking ahead of the visit, Wrexham Lager’s Mark Roberts said: “Having attended three previous trade development visits, I can say that, as a company, it is an invaluable way of getting your products sampled/tasted and meeting the right people in that country.

“To hopefully do future business in the export market, even if orders are not forthcoming immediately, chances are they will down the line.”

Wrexham Lager will be one of 15 Welsh food and drink producers visiting America. The producers range from meat, cheese, seaweed and laverbread to water and brewing companies.

The USA is apparently Wales’s largest export market across all sectors worth £2.7 billion to the Welsh economy. It is also one of the largest global markets of dairy, free from products and craft beer producers.

The Cabinet Secretary for Environment and Rural Affairs – and Wrexham’s AM – Lesley Griffiths, said: “Our country’s reputation for producing high quality food and drink is well known and we recognise the enormous value it brings to our economy.

“We have a clear ambition to grow the industry in Wales by 30% to £7 billion by the year 2020 by working in partnership with the industry.

“Exports for the sector have grown in the past decade and continue to grow. I am delighted we are supporting this group of producers to go to the USA to explore new markets first hand and develop further connections with international businesses.”

John Rodger of US food importer Atalanta Corporation will be meeting with the delegates following his participation in the recent TasteWales event organised by the Welsh Government, which showcased over 800 Welsh food and drink products to buyers from all over the world.

Commenting on the success of TasteWales as well as the impending visit John Rodger said: “I experienced a very successful trade visit to Wales earlier this year at the first ever TasteWales event, at which I was able to meet many interesting Welsh food producers and trade officials.

“I am looking forward to reciprocating this in September, when we at Atalanta (the USA’s largest private food importer) will host a select group representing food and trade from Wales. We already import some very fine Welsh products and this will continue our dialogue with producers that have very good potential.”