ENGLISH: I was recently asked to write an opinion article for BBC’s Welsh language website, BBC Cymru Fyw, about my research into the state of exports in the Welsh food and drink industry. The article was published online on Thursday 10 September in Welsh: http://www.bbc.co.uk/cymrufyw/34185189
An English translation of the article is included below.
CYMRAEG: Gofynnwyd imi yn ddiweddar i ysgrifennu erthygl barn ar gyfer gwefan BBC Cymru Fyw, am fy ymchwil i gyflwr o allforion yn y diwydiant bwyd a diod Cymru. Cyhoeddwyd yr erthygl ar-lein ddydd Iau Medi 10 yn y Gymraeg yma: http://www.bbc.co.uk/cymrufyw/34185189
Mae cyfieithiad Saesneg o’r erthygl i weld isod.
FRANCAIS : On m'a récemment demandé d'écrire un article d'opinion pour le site Web de langue galloise de la BBC, BBC Cymru Fyw, sur mes recherches sur l'état des exportations dans l'industrie des aliments et de boissons gallois. L'article a été publié en ligne le jeudi 10 septembre en gallois ici: http://www.bbc.co.uk/cymrufyw/34185189
Une traduction anglaise de cet article se trouve ci-dessous.
Selling Wales to the World.
After a summer of busy food festivals, it is clear that the Welsh food industry is flourishing. Particularly pleasing is the enterprise and innovative ideas being shown by the small businesses (often family firms of less than 10 employees), with products such as gin made of organic seaweed, edible flowers and mushroom caviar. Unfortunately, many of these ideas have been born of the need for farmers to diversify in response to difficult times within the industry.
Whatever the case, appreciation for Welsh produce has certainly grown, not only at home but also abroad, as exports of Welsh food products rapidly increase. Welsh Lamb is relatively well established internationally, but key new players include spring water, seafood and beer. Despite being small in size and lacking valuable resources, some Welsh food SMEs are beginning to realise that they can become global players.
On the other hand, many small companies lack the vision and ambition to explore international opportunities due to the perceived risks of operating in unknown markets. The Welsh government has been active in encouraging small businesses to attend international trade fairs, part of a strategy to open up opportunities for international sales, however more needs to be done to raise the profile of Wales as an international food producing region.
Wales has been rather slow compared to other regions and countries in developing a strong identity in the international food industry, this could be down to a lack of awareness of Wales more generally across the world. Many people could probably name Gareth Bale as being Welsh, but could they name a Welsh company or product?
Countries such as Scotland have benefitted from having a marquee product, such as Whisky, worth around £4bn in exports. Wales is arguably best known for Welsh Lamb, however difficulties in the meat industry in recent decades have hindered international sales, particularly the BSE and Foot and Mouth scandals, leading to export bans of British meat. The recent Horsemeat scandal certainly didn’t help the situation, heightening the modern emphasis of traceability of food.
Building a strong global brand is essential for the growth of the Welsh food and drink industry. The recent announcement by the British Government of plans to increase the number of protected food names across the UK (from 63 at present to 200) is very welcome and an essential means of improving the reputation of quality of food products. Only 4 Welsh foods currently have a European protected status of their location of origin, however applications have been made for 9 more. By comparison, Brittany, one of Europe’s largest food producing regions, has 47 protected food names.
Another notable advantage Brittany has over Wales is the use of iconography on its products. The majority of products from the region contain a ‘Made in Brittany’ logo. With a reputation for quality, the use of iconography can be seen as a positive means of marketing Breton products. As Wales’ reputation grows globally, the use of a ‘Made in Wales’ logo could undoubtedly prove advantageous for Welsh products carrying the logo.
Cultural branding is a strong element of my current research into the internationalisation of Welsh and Breton food and drink products, and distinguishing food products by their cultural identity, especially when originating in a region with a strong reputation for quality products, can be used as a means of obtaining a competitive advantage. It is pleasing to see so many Welsh food products using the Welsh language in their branding, something the 2014 Welsh Language Commissioner’s report found to be positive for those companies who use the Welsh language.
It must be said that the Welsh food and drink industry has come a long way, overcoming significant challenges along the way, but there is great potential for international growth among a number of Welsh SMEs, no matter how big or small, provided that they have the right product, appropriate support and the confidence to pursue opportunities. Watch out for more Welsh products on your plate in future travels.
An English translation of the article is included below.
CYMRAEG: Gofynnwyd imi yn ddiweddar i ysgrifennu erthygl barn ar gyfer gwefan BBC Cymru Fyw, am fy ymchwil i gyflwr o allforion yn y diwydiant bwyd a diod Cymru. Cyhoeddwyd yr erthygl ar-lein ddydd Iau Medi 10 yn y Gymraeg yma: http://www.bbc.co.uk/cymrufyw/34185189
Mae cyfieithiad Saesneg o’r erthygl i weld isod.
FRANCAIS : On m'a récemment demandé d'écrire un article d'opinion pour le site Web de langue galloise de la BBC, BBC Cymru Fyw, sur mes recherches sur l'état des exportations dans l'industrie des aliments et de boissons gallois. L'article a été publié en ligne le jeudi 10 septembre en gallois ici: http://www.bbc.co.uk/cymrufyw/34185189
Une traduction anglaise de cet article se trouve ci-dessous.
Selling Wales to the World.
After a summer of busy food festivals, it is clear that the Welsh food industry is flourishing. Particularly pleasing is the enterprise and innovative ideas being shown by the small businesses (often family firms of less than 10 employees), with products such as gin made of organic seaweed, edible flowers and mushroom caviar. Unfortunately, many of these ideas have been born of the need for farmers to diversify in response to difficult times within the industry.
Whatever the case, appreciation for Welsh produce has certainly grown, not only at home but also abroad, as exports of Welsh food products rapidly increase. Welsh Lamb is relatively well established internationally, but key new players include spring water, seafood and beer. Despite being small in size and lacking valuable resources, some Welsh food SMEs are beginning to realise that they can become global players.
On the other hand, many small companies lack the vision and ambition to explore international opportunities due to the perceived risks of operating in unknown markets. The Welsh government has been active in encouraging small businesses to attend international trade fairs, part of a strategy to open up opportunities for international sales, however more needs to be done to raise the profile of Wales as an international food producing region.
Wales has been rather slow compared to other regions and countries in developing a strong identity in the international food industry, this could be down to a lack of awareness of Wales more generally across the world. Many people could probably name Gareth Bale as being Welsh, but could they name a Welsh company or product?
Countries such as Scotland have benefitted from having a marquee product, such as Whisky, worth around £4bn in exports. Wales is arguably best known for Welsh Lamb, however difficulties in the meat industry in recent decades have hindered international sales, particularly the BSE and Foot and Mouth scandals, leading to export bans of British meat. The recent Horsemeat scandal certainly didn’t help the situation, heightening the modern emphasis of traceability of food.
Building a strong global brand is essential for the growth of the Welsh food and drink industry. The recent announcement by the British Government of plans to increase the number of protected food names across the UK (from 63 at present to 200) is very welcome and an essential means of improving the reputation of quality of food products. Only 4 Welsh foods currently have a European protected status of their location of origin, however applications have been made for 9 more. By comparison, Brittany, one of Europe’s largest food producing regions, has 47 protected food names.
Another notable advantage Brittany has over Wales is the use of iconography on its products. The majority of products from the region contain a ‘Made in Brittany’ logo. With a reputation for quality, the use of iconography can be seen as a positive means of marketing Breton products. As Wales’ reputation grows globally, the use of a ‘Made in Wales’ logo could undoubtedly prove advantageous for Welsh products carrying the logo.
Cultural branding is a strong element of my current research into the internationalisation of Welsh and Breton food and drink products, and distinguishing food products by their cultural identity, especially when originating in a region with a strong reputation for quality products, can be used as a means of obtaining a competitive advantage. It is pleasing to see so many Welsh food products using the Welsh language in their branding, something the 2014 Welsh Language Commissioner’s report found to be positive for those companies who use the Welsh language.
It must be said that the Welsh food and drink industry has come a long way, overcoming significant challenges along the way, but there is great potential for international growth among a number of Welsh SMEs, no matter how big or small, provided that they have the right product, appropriate support and the confidence to pursue opportunities. Watch out for more Welsh products on your plate in future travels.