Overview
In collaboration with BIC Innovation, Foley was commissioned by Food & Drink Wales, a division of Business Wales, to deliver a virtual trade development program for members of the Food and Drink Wales Export Club. This initiative was designed to help Welsh producers connect with prospective buyers, importers, and distributors in Australia and New Zealand—without the financial or logistical commitments typically required for a full in-market visit.
The program provided experienced Welsh exporters with strategic access to key decision-makers through a structured schedule of video meetings, supported by tailored market briefings and distributor insights.
The Objective
The mission aimed to:
Help Welsh food and drink companies expand into Australia and New Zealand through qualified virtual introductions.
Support companies in understanding market dynamics, pricing strategies, and customer preferences.
Deliver commercially relevant outcomes without the cost and complexity of overseas travel.
Participants were selected based on their export readiness and ability to commit to follow-up activity in the market.
Participating Companies
Brand Hatchers – Natural chewing gum brand ‘Nopla’ and sour candy line ‘Brain Blasterz’
Halen Môn – Anglesey Sea Salt Company – Organic sea salt and gourmet condiments
Penderyn Distillery – Award-winning single malt whiskies and spirits
Purple Moose Brewery – Independent microbrewery from North Wales
Volac – Global leader in dairy nutrition, whey protein, and lactose
Wholebake / Nine Bar – Protein and vegan snack bar specialist
The Process
Foley provided:
Tailored B2B matchmaking with qualified buyers, distributors, and category managers in both countries
Market briefings and distributor insights for each company
Background research and logistics coordination for all virtual meetings
Ongoing follow-up support post-meetings to maintain momentum and explore next steps
Key Outcomes
The virtual trade mission produced several tangible results, including new orders, product launches, and long-term distribution partnerships:
Halen Môn secured listings with Australian specialty food distributor Deluxe Foods, covering its full range, including smoked water and gourmet ketchups.
Brand Hatchers partnered with Australian health product distributor Kadac for the launch of their plastic-free, plant-based chewing gum, Nopla. Their first order was secured, with a launch scheduled for March 2021.
Wholebake/Nine Bar conducted meetings with six potential partners and is finalising a distribution agreement with plans to ship its first order into Australia in early 2021.
Participants praised the level of preparation, the relevance of the meetings, and the professionalism of the Foley team.
Conclusion
The virtual trade development visit proved that even in a restricted travel environment, Foley can deliver measurable commercial outcomes for exporters. By combining local market knowledge with strategic B2B matchmaking, Foley helped Welsh producers gain traction in two high-value markets.
Looking to explore the Australian or New Zealand food and beverage sector? Contact us to discuss how we can support your virtual or in-market expansion.
Feedback
Organic sea salt company Halen Môn – Anglesey Sea Salt Company has secured listings with specialty food wholesaler Deluxe Foods on pretty much their whole range from 100g pouches, gift sets and sachets, to smoked water and ketchups.
“After a number of meetings with potential distributors and importers we settled on Deluxe Foods. They were familiar with our brand and products, and even Anglesey, as the buyer came originally from Cheshire.
“They placed an order which is due to land any day now and we have plans to hold virtual tastings with their sales team as well as cooperating on social media and other marketing campaigns.
“We are so grateful to the Welsh Government for financing this programme, and to BIC and their partners in Australia for all their support which made this possible.”
“After a number of meetings with potential distributors and importers we settled on Deluxe Foods. They were familiar with our brand and products, and even Anglesey, as the buyer came originally from Cheshire.
“They placed an order which is due to land any day now and we have plans to hold virtual tastings with their sales team as well as cooperating on social media and other marketing campaigns.
“We are so grateful to the Welsh Government for financing this programme, and to BIC and their partners in Australia for all their support which made this possible.”
Brand Hatchers have started a partnership with privately owned Australian company Kadac who specialises in organic, natural and health products for their natural chewing gum brand, Nopla. Nopla is a plastic free, biodegradable chewing gum which is plant based with a natural sweetener and essential oil flavouring.
Emily Howarth, Managing Director for Brand Hatchers said:
“We have just received our first order and will be launching in Australia in March 2021.
“We are thrilled to be working with Kadac and have a great plan in place to build Nopla into Australia’s #1 mainstream alternative chewing gum over the next few years.”
“We have just received our first order and will be launching in Australia in March 2021.
“We are thrilled to be working with Kadac and have a great plan in place to build Nopla into Australia’s #1 mainstream alternative chewing gum over the next few years.”
Wholebake/9Brand Foods, based in Corwen.
“The preparation for the companies taking part in the virtual Trade Development Visit was amazing, with market presentations from two different distributors in the market as well as a general market overview from Foleys.”
“In total I had meetings with 6 different prospective partners in the market all giving very different options to us customers. However, we are now close to securing a deal and expected to ship our first order into Australia late February/early March.
“The Welsh Government support for these types of visits is unfailing and crucial to our success in exporting.”
“The preparation for the companies taking part in the virtual Trade Development Visit was amazing, with market presentations from two different distributors in the market as well as a general market overview from Foleys.”
“In total I had meetings with 6 different prospective partners in the market all giving very different options to us customers. However, we are now close to securing a deal and expected to ship our first order into Australia late February/early March.
“The Welsh Government support for these types of visits is unfailing and crucial to our success in exporting.”
The Welsh Government is in preliminary discussions about a possible physical visit to the region once travel is an option again:
“The Foley’s team have been excellent throughout, better than I even thought you were going to be. Not only very responsive, proactive, engaged, clearly experienced, supportive, generated qualified meetings, more importantly genuine, honest, real and good fun to work with.
The producers are delighted and excited about their future business prospects in Australia and New Zealand. You have set a high bar for others in future Virtual and Physical Trade Visits.” Welsh Project Management Team
“The Foley’s team have been excellent throughout, better than I even thought you were going to be. Not only very responsive, proactive, engaged, clearly experienced, supportive, generated qualified meetings, more importantly genuine, honest, real and good fun to work with.
The producers are delighted and excited about their future business prospects in Australia and New Zealand. You have set a high bar for others in future Virtual and Physical Trade Visits.” Welsh Project Management Team
