We cannot predict the future, we can only reflect on the past and extrapolate but here we look at what the industry wants for the future, what is happening now and celebrating the industry that has shown brilliant resilience over the past twelve months and still producing and selling the very best of food and drink, not only for our domestic market, but to markets across the world.
It would be wrong to say that all in the future is rosy. There are difficulties already highlighted around staffing in hospitality and similarly in distribution which is affecting the UK as well as Wales.
It would also be right to recognise that 80% of the population of the UK live in towns and although it is difficult to give a direct correlation to Wales it has to be similar, in that over 50% of the Welsh population live in 14% of the land area of Wales i.e. South East Wales. View ‘Summary statistics for Wales, by region: 2020’ (PDF)
As a consequence of these proportions all Governments of whatever colour, create policies that are urban centric. Yes there is much manufacturing of food and drink in the urban areas of Wales, but it is the rural areas of Wales that are the tourist hubs and as a consequence this is the area that so many smaller artisan producers / retailers / hospitality venues live and work.
There is much to be said of policies that ensure that our precious rural areas are kept as scenic and environmentally friendly places. But on the other hand, the population needs feeding from a supply chain that is as short as possible and so there has to be a compromise.
Welsh Country together with its sister website www.welshfoodanddrink.wales asked those in the Food and Drink industry what they thought from a questionnaire (60 replies) in addition to many direct conversations.
The first reaction was to be expected in that the vast majority had had their businesses altered by the Covid pandemic, many thinking that this change was permanent. As in previous articles we have shown the move to online selling as hospitality was very limited or closed completely at those times and this was the major change across the board.
But there has to be a caveat to this. Many were unsure as the future level of online shopping. This can be backed up with recent reports from one major online business Ocado, saying that their order value has dropped and Sainsbury’s reporting a drop on the number of online orders.
Many of the Welsh businesses contacted commented that they had started or returned to Farmers/ Local Produce markets. These markets not only give an immediate reaction to the producers as to whether the new flavour is a hit or miss, but a chance for the customer to try things that they had not tasted before. Yes sampling is still restricted, but buying a single product with no postage is a better bet than ordering blind online.
Markets across Wales have traditionally brought rural communities together on a weekly basis and this has so many benefits. Many replying to the questionnaire said that mentoring would help their business move forward although markets were providing this in a fashion.
Running a small business can be a very lonely job having to be masters of all aspects of work, PR, marketing, selling, getting paid, accounts and ordering materials including ingredients or packaging.
Markets can provide so much for the customer and the sellers alike.
As ever through the centuries talking at the markets amongst the rural communities:
- can solve many niggling issues that a producer worries about as an individual.
- can ease the sense of isolation and in turn ease the mental strain which has been so evident over the last eighteen months.
- create a sense of community amongst the customers, as well as the producers.
Linked into this theme, working together was shown across many who replied to the questionnaire and we look at a few here:
Cowbridge Farmers Market who in July 2021 celebrates its 21st birthday traded fairly well throughout the Covid pandemic, but only with co-operation. Many traders for whatever reason were understandably not happy being face to face with their customers, but others stepped in and effectively manned multiple traders products. Two of these where Daisy Graze & Drwytho thus ensuring that all the producers could sell but more importantly the customers had their usual range of products to buy.
This cooperative attitude is becoming more widespread and could be the future of Welsh Food and Drink but it comes in many forms.
Indian snack producer Samosaco from Pontyclun teamed up with Bluestone Brewing from Newport Pembrokeshire to create a Father’s Day gift bundle. Initiated from a zoom meeting with, food and drink broadcaster, Nigel Barden these two businesses jointly promoted the offer and in turn each other. It was a success, so much so that plans are afoot to repeat to similar joint marketing offers.
Also in Newport is Café Bistro Blas @ Fronlas who are a huge supporter of Welsh food and drink but struggled to get the quality of bread they needed in the quantity that they required. So rather than be adverse to work with the ‘opposition’ they are working with another café, Crwst in Cardigan who also produce a lot of their own products, bread included. Crwst has recently expanded, taking on the café at Poppit Sands Pembrokeshire where they wanted ice cream. Not just any ice cream but a quality Welsh ice cream with some of their own ingredients included. Once again they approached another café owner, Conti’s from Lampeter Ceredigion who now produce a Crwst Salted Caramel ice cream as just one of the new innovative flavours.
It is good to see businesses working together promoting each other even if they are in the same type of business.
Condessa Liqueurs, who pre pandemic, were attending over 300 shows a year obviously had to change their business model very quickly. Like so many other businesses, they turned to online sales but also, looking to the future, to the tourism trade, changing their trading name in the process to Anglesey Spirit Company. Based in Llanfaethlu, Anglesey, they have created a distillery, coffee shop and deli, working with the likes of Blaenafon Cheddar & Welsh Lady Preserves. But their true co-operative venture is with another Anglesey business Melin Llynon, who produce the Siocled chocolate brand. Well yes, chocolate & alcohol does go together, so Siocled Liqueur was developed, but even better Condessa now use this liqueur in some of their cocktails served at the distillery / café.
Some businesses have done well over the past year, many others have not. The reasoning behind this is very much dependant on the individual business, its structure & financial position. The future remains uncertain for us all but maybe working together across Welsh food and drink will last, grow and be better for producers and more importantly the customers.
