A Narberth-based family bakery is one of 11 Welsh food and drink businesses currently promoting first class products in Singapore during the Trade Development Visit.
Organised by the Welsh Government, the Trade Development Visit to Singapore provides a platform to engage with potential partners, distributors, and buyers in the region. The visit aims to highlight Wales’ diverse range of high-quality products, including dairy, bakery and alcohol products.
Award-winning bakery Tan Y Castell is famous for its Welsh cakes. Owner Paul Mear said:
“It is with great pleasure that we announce Tan Y Castell Bakery’s participation in the Trade Development Visit to Singapore, an initiative led by the Welsh Government.
“Our previous engagements in Japan, South Korea, and Australia, whether in person or virtually, stands as testament to the exemplary planning and strategic partnerships fostered through these events.”
Importing about 90 per cent of its food and drinks consumption, Singapore is a country with great potential for Welsh food and drinks exports, as the sector sets its sights on further growth.
Due to its strong relationship with the United Kingdom, and as being part of the Commonwealth, there is awareness of Welsh products and appreciation of British food and culture.
Companies participating on the Trade Development Visit have meetings with buyers, store visits, and are attending networking events, allowing the producers to interact directly with Singaporean importers, retailers, and consumers.
Attending in person are Daffodil Foods, Daioni, and Zero2Five. Meanwhile, those providing products for the showcase tasting are Village Bakery, Monty’s Brewing, Snowdonia Cheese, Tan Y Castell, Penderyn, Halen Môn, Morgan’s Brew Tea, and Hensol Castle Distillery.
One company hoping to build on links already created in the region is Daffodil Foods, a small independent and manufacturer of dairy and plant-based products.
Lynne Rowlands, Director of Daffodil Foods, said, “We are keen to grow our export business and we are aware that Afternoon Tea is very popular in South-East Asia. Therefore, we are attending the Trade Development Visit to Singapore to talk to buyers and experts and learn more about this market. We hope that we can find importers, distributors and customers for our Welsh Clotted Cream to help grow our business through Singapore and Malaysia.”
The Welsh Government points out that Singapore is a gateway to other South-East Asia markets, and with an economic growth of 4.6% in 2021 and a GDP per capita reaching over £58,000, locals have high purchasing power so there is a market for high-end and artisan Welsh products.