Building on Wales’ Reputation for Great Food and Drink

The outlook for Wales’s food and drink sector in 2025 is one of both opportunity and challenge. As a nation, we are known for our clean, green image and high-quality produce, and the demand for sustainability and provenance is growing rapidly.  

But to truly capitalise on this, we need to tackle pressing issues, from export difficulties to the need for longer-term investment in our industry. 

I am joint owner and managing director of Halen Môn, and in our business we’ve long championed the importance of provenance. Consumers want to know the story behind what they’re eating and drinking.  

Wales’s reputation for quality is excellent, and our food and drink carry a sense of place and authenticity that resonates with people both at home and abroad. Initiatives like the GI system, which protects products like Welsh lamb and Caerphilly cheese, are vital. These schemes don’t just safeguard heritage; they also offer producers a competitive edge, giving consumers confidence in what they’re buying. 

It’s encouraging to see Welsh Government recognising the value of this sector. The cluster network they’ve supported is a brilliant example of collaboration. These clusters bring together businesses, including competitors, to share resources, tackle common challenges, and foster innovation. Whether it’s finding sustainable supply chain solutions or creating financial stability for producers, these networks have already delivered results. To sustain and grow this momentum, we need long-term planning and investment. Clusters can only thrive if they have a horizon far enough away to work towards. 

Exports, however, remain a sticking point. The promises made about post-Brexit trade opportunities have not materialised, and the reality for businesses like mine is far more difficult. Before Brexit, it took three days to get a pallet from Brynsiencyn to Bologna. Now, it can take three weeks or longer. These delays not only impact businesses financially but, depending on the product, can also risk damaging a hard-earned reputation for freshness and quality. 

It’s essential that we rebuild a better relationship with the EU, our closest and most important market. Without practical solutions to simplify export processes, Welsh producers will struggle to compete. The added costs and complexities are barriers that we simply cannot afford if we’re serious about growing our sector. 

On a brighter note, there is a real opportunity for more joined-up thinking between the UK and Welsh Governments. Politics aside, closer collaboration could unlock significant benefits for our industry. A shared vision for the future, underpinned by consistent policies and support, would help businesses plan with confidence and invest for the long term. 

Welsh producers have a golden opportunity to lead the way in environmentally friendly practices. But we must do so authentically, avoiding greenwashing at all costs. Becoming a B Corp, as we have at Halen Môn, is one way to demonstrate a genuine commitment to doing business for good. It’s a rigorous process, but one that ensures we meet the highest standards for community, environmental, and employee impact. 

Finally, we must remember the critical role food and drink play in tourism. Visitors to Wales are increasingly drawn by our culinary offer, from fine dining to simple seaside cafés. Welshness adds value – people will pay more for a product that proudly celebrates its roots. Producers and hospitality providers alike need to shout louder about the Welsh provenance of what they offer. It benefits everyone, from the farmer to the restaurateur, when we connect the dots between food, drink, and place. 

As we look ahead, I’m optimistic about what we can achieve. By building on our strengths, addressing our challenges head-on, and fostering collaboration at every level, the Welsh food and drink sector can thrive. With the right support, 2025 could be a year of significant progress and one that sets the stage for even greater success in the future.