Food & Drink Wales, working through Welsh government trade promotion channels, was seeking a way of connecting its members with buyers, exporters, and distributors in Australia and New Zealand with the aim of expanding market reach for a range of food and beverage products.

Foley advised that simply launching into a new market “cold” could lead to a regrettable waste of time, money and resources. Being constrained by Covid and travel restrictions, Foley helped build relationships and lay the groundwork for the client’s member businesses to win export orders via a virtual trade mission programme.

Services and solutions

Foley partnered with BIC Innovation to deliver a virtual trade mission to Food & Drink Wales Export Club members.

A multi-stage preparation, delivery and post-event support programme was implemented with clients receiving a range of targeted recommendations and assistance with prospective meeting targets, outreach support, and meeting set-up. 

Foley also conducted debriefs and provided ongoing assistance and promotional support through participation in a BBC Wales radio interview.

Business outcomes

  • Conducted 29 meetings (100% success rate)
  • Created a short-list of prospective distribution partners for ongoing discussions
  • Laid solid foundations for future physical visits to the region through ongoing discussions with Welsh Government and EDOs. 


Foley was excellent throughout and has set a high bar for others in future virtual and physical trade visits. The team was responsive, proactive, engaged and generated qualified meetings. More importantly, they were genuine, honest and fun to work with. The producers are delighted and excited about their future business prospects in Australia and New Zealand.

Welsh Project Management Team