Food & Drink Wales Export Club webinar secures lucrative Middle East deal for local bakery

By Gill Hyslop contact

- Last updated on GMT

Food & Drink Wales Export Club webinar secures lucrative Middle East deal for local bakery

Related tags: Wales, webinar, Henllan Bread, coronavirus, ecommerce

Denbighshire bakery Henllan Bread has secured a contract to supply a major supermarket chain in Qatar following its participation in a virtual trade webinar hosted by the Welsh government during lockdown to help local businesses explore new ways of expanding their export markets.

The listing of its Welsh Collaboration Cake range and popular Sandwich range will roll out with a 12-week trial, but the bakery is hoping to secure a firmer foothold in the Middle East region going forward.

The bakery delivers bread, cakes and pies six days a week around North and Mid Wales, the Shropshire borders and the Wirral, and exports products to the US, too.

“The Qatar webinar was my first as part of the Export club. The speakers were knowledgeable and for any business with an export plan these events are a well worth exercise,”​ said Ed Moore, director of Henllan Bread.

“Joining an Export Club’s virtual webinar means that producers like us are still able to connect and start conversations with buyers all over the world. It is a great tool as I can join calls wherever or whenever I want.”

Wales is open for business

According to Lesley Griffiths, Minister for Environment, Energy and Rural Affairs, the Food & Drink Wales Export Club webinars series has seen a spike in attendance since the pandemic broke in March.

“This is a wonderful way for many of our food and drink companies to showcase their products and capabilities, while sharing information in a format that is suited to the current climate,”​ said Griffiths.

“In these uncertain times it has been crucial to think of different ways to connect people, and our webinars have given businesses the platform to communicate with buyers and suppliers from all over the world.

“Our aim is to support those businesses who are exporting, and help them understand the obstacles, inspire them and make the most of all the possible markets available so businesses are in a better place after lockdown.

“The Henllan Bakery case is a great example of how to use the webinars to your advantage and connect with international buyers across the world. Even though we can’t take our producers internationally we are still delivering opportunities for them.”

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