GUEST COLUMN:
Rhys Llywelyn,
Welsh Government Food & Drink Export Cluster Manager,
The food and drink export market for Welsh products is buoyant, worth around £850 million a year and growing by more than 40% since 2019.
Some of that rise reflects food price inflation, but the underlying trend is still positive. Despite the challenges of Brexit the EU remains our biggest market, with PGI Welsh lamb and beef leading the way, followed by cereals and dairy. Further afield, the Middle East and North Africa are important destinations, though they account for only a fraction of what goes to Europe.
Opportunities exist for businesses across the sector, but they come with challenges. Brexit in particular created significant barriers for smaller companies that lacked the resources or expertise to manage new bureaucracy. Some businesses stepped away from exporting altogether. On top of that, global uncertainty, the war in Ukraine, trade tensions and tariffs have all made life harder for exporters.
Yet the outlook remains optimistic. Welsh producers have a strong reputation and demand is there.
Success comes down to preparation, strategy and persistence. Too often businesses treat export as a reaction to enquiries. While that can sometimes open doors, it is not a strategy. A clear plan is essential: choose your markets, know your customers, understand the rules and be ready to commit the necessary time and resource. Export does not happen overnight. It is a long-term investment.
This is where support makes a difference. Through the Welsh Government’s Food and Drink Export Cluster, producers can access advice on market access, labelling requirements and export health certification. Practical issues like finding commodity codes, understanding the paperwork or navigating local rules can make or break a deal, and guidance at that stage is invaluable. The Cluster also provides market intelligence through webinars, often involving retailers and distributors who can share first-hand insight into consumer trends, regulations and what works in their market.
Beyond that, there are opportunities to join trade missions, where producers can meet retailers and potential customers, often around major international trade shows. These are designed to help businesses make the most of their time in-market, with support to ensure every meeting counts.
For those exploring new markets independently, funding is available for Overseas Business Development Visits which can cover up to half the costs of attending a show or making exploratory visits.
Buyers are also brought into Wales, because nothing explains the value of Welsh produce better than seeing it at source. When international buyers visit farms and meet producers directly, they see the quality, provenance and sustainability that underpin Welsh food and drink.
Market research is another important part of the picture. Whether looking at opportunities in Australia or closer to home, knowing your competitors, routes to market and end users helps businesses decide where to focus their energy. The support is fully funded, but the decisions remain with producers. What matters most is that businesses invest wisely, target the right opportunities and build on their strengths.
I always stress that export requires resource and commitment. It is not enough to rely on chance enquiries or one-off sales. With a strategy in place, companies can ignore distractions and focus on the markets that will deliver sustainable growth. Prioritising customers and sticking to a plan are the keys to long-term success.
The Welsh food and drink sector has already demonstrated its resilience and adaptability. Producers who are prepared to put in the groundwork, take advantage of the support on offer and pursue a clear strategy can succeed in international markets. The opportunities are there; the challenge is to be ready to seize them.
Rhys Llywelyn talks about this and more in the Food and Drink podcast episode Taking Welsh Food and Drink Global. Listen to the podcast here.
Find out more about the support on offer to Welsh food and drink producers here.
