Foley in partnership with BIC Innovation were commissioned by Food & Drink Wales , a division of Business Wales, to deliver a virtual trade mission programme in Australia and New Zealand for members of the Food & Drink Wales Export Club in June 2020.
The virtual program was a unique opportunity for producers to meet, via video conference facilities, prospective Australia and New Zealand-based buyers, distributors, and importers without having to commit significant time and financial resources which a full Trade Development Visit entails.
Who Participated?
This program was targeted at more experienced exporters and companies who could devote time and resources needed to be successful in this market.
Participants from Wales included:
- Brand Hatchers: Global kids sour candy brand ‘Brain Blasterz’ & creator of ‘Nopla’ vegan, natural chewing gum;
- Halen Mon – Anglesey Sea Salt Company: 100% natural, organic sea salt products;
- Penderyn Distillery: Award-winning single malt whiskies and spirits;
- Purple Moose Brewery: Award-winning 40-barrel micro-brewery;
- Volac: Dairy nutrition, whey protein and lactose products; and
- Wholebake / Nine Bar: Protein, vegan snack bars.
Foley’s Role
Preparation Phase
- Submission of recommendations on food and drink opportunities (specific categories) to support recruitment of appropriate Welsh producers
- 1- 1 workshops with companies to discuss their objectives for their participation
Delivery Phase
- Development and submission of individualised lists of prospective meeting targets for each participant
- Out-reach to buyers, importers and distributors to invite them to take part in the virtual trade visit
- Co-ordination of meeting schedules, logistics and sending/receiving of product samples (Zoom meetings)
- Delivery of group market briefing for participating companies and Welsh Government representative on Food and Beverage Sector 1 week ahead of the mission.
Post Event Support
- Debrief workshops with companies to discuss next steps
- Debrief workshop with Welsh Government to discuss potential outcomes
- Ongoing assistance for companies with follow up etc.
- Participation in radio interview on the program with BBC Wales to discuss the program
Outcomes and Results
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
