Supporting Welsh Food and Drink Producers to Succeed

The food and drink industry in Wales is an integral part of our economy and identity. As we start 2025, it’s clear that the challenges and opportunities for producers are growing in equal measure.  

At Mentera, we are proud to deliver Welsh Government-funded programmes that support producers, from micro-businesses to multinationals, helping them navigate these complexities and achieve their goals. 

One of the cornerstones of our work is ensuring that businesses have access to the tools they need to make informed decisions. Data is no longer a luxury; it’s an essential part of running a modern food and drink enterprise. Whether it’s analysing trends, understanding customer preferences, or fine-tuning category management, businesses that embrace data will be better equipped to thrive. Using resources such as Mintel or internal metrics to identify opportunities and address challenges can create a robust foundation for strategic growth. We also encourage businesses to leverage insights from our extensive buyer network, offering a direct line to market trends and consumer needs. 

Skills remain another critical focus. Across Wales, the food and drink sector is facing a shortage of talent, particularly in areas like food engineering and leadership. To address this, our Food and Drink Skills Wales programme created an Expert Group, bringing together ambassadors from academia, industry, and government to identify solutions. One promising development is our pilot initiative with Wrexham University, which aims to integrate food and drink engineering into degree programmes. By connecting students with local employers, we hope to not only fill immediate skills gaps through current apprenticeships but also inspire the next generation to see the industry as a destination for rewarding, well-paid careers. 

Sustainability continues to be a major driver of change. Consumers increasingly expect businesses to demonstrate their commitment to the environment, and producers are responding with carbon reduction plans and other sustainability initiatives. One of the challenges we see is helping businesses communicate their efforts effectively. Transparency and authenticity are key. At Mentera, we are incorporating sustainability into all our programmes, ensuring that producers are not only meeting these expectations but also sharing their stories with pride. 

Another area that we expect to gain prominence in 2025 is health and nutrition. Consumers are more discerning than ever, scrutinising the health benefits of the products they buy. This presents both a challenge and an opportunity for producers to innovate and reformulate their offerings to align with evolving consumer preferences. As a support provider, we are committed to helping businesses adapt to this trend and integrate it into their operations. 

Finally, events like Blas Cymru-Taste Wales showcase the talent and innovation within the Welsh food and drink sector. At our last event, we welcomed 203 new producers, a testament to the vibrancy of the industry. This year, we hope to see even more businesses come forward, inspired by the opportunities ahead. 

As we move through 2025, the road won’t always be smooth. Exporting challenges, rising costs, and shifting consumer demands require resilience and adaptability. But with the right support, Welsh food and drink producers are well-positioned to overcome these obstacles and seize the opportunities before them. 

At Mentera, we are here to guide businesses through these changes, championing their successes and ensuring that Wales continues to be recognised as a leader in quality, sustainability, and innovation. Together, we can build a future where Welsh food and drink producers don’t just survive but thrive on a global stage.