The range of Welsh food and drink available on supermarket shelves could be set to increase as producers from across Wales attend a special buyers event next week.
Representatives from Asda will meet on Tuesday (November 13) with producers at Llanerch Vineyard in the Vale of Glamorgan to discuss supplying the supermarket.
The meeting has been organised by Levercliff as part of the Welsh Assembly Government’s retail initiative ‘Going For Growth’ which helps producers meet the needs of major retailers.
Ten new potential suppliers will be joined by five existing suppliers who are looking to extend their range and will meet Asda Regional Buyer Mark Townsend and Technical Manager, Wendy Hey.
“We are looking forward to our meeting and learning more about the range of produce available from Wales,” said Mark Townsend.
He added, “Indeed if there are any Welsh producers who feel they would like to become Asda suppliers in the future they can send their details to me at our Llewellyn Road store in Cwmbran.”
Among the new suppliers hoping to gain business are goats milk confectionary and cheese producers, Kid Me Not from Talley near Llandeilo; and Baraka Foods from Pentre with a range of pre-cooked BBQ ribs.
Existing suppliers looking to widen their product range within Asda include Welsh Cottage Cakes from Llandeilo, which currently supplies the supermarket with Bara Brith; and Llaeth Y llan (The Village Dairy) who are currently supplying a small part of their extensive yogurt range
A number of Welsh producers who supply Asda are going through distributors Castell Howell Foods Ltd who have recently opened their new distribution centre in Cross Hands.
Starting next week in the run-up to Christmas Asda will be launching 10 Christmas Welsh lines which include an extended range of Parsons Pickles, a gift pack from The Hurns Brewing Company, a Welsh Christmas pudding from Baron Patisserie, and a Welsh food hamper.
