More doors have been opened for Celtic Crab Products, Menai Oysters, Pwllheli Seafoods, Welsh Seafoods Ltd, Selonda UK and Selwyn’s Penclawdd Seafoods since joining the Building Sustainable Business Programme, designed and delivered by Levercliff Associates, in May 2009.

Following an independent evaluation into the programme, which aims to identify opportunities for profitable sales growth through major retailers and foodservice operators, results show that companies have increased their business and that invaluable links have been made with buyers and retailers.

Elin Jones, the Minister for Rural Affairs explains:

“One of our priorities is to make it easier for people to buy food and drink that has been produced locally in Wales, as part of the One Wales commitment and as set out in the Local Sourcing and Food Tourism Action Plan.

“The programme has not only helped with the end result of securing new business, but it’s also significantly increased the level of awareness of Welsh fish and shellfish companies among retailers and wholesalers and is improving the efficiency of the supply chain.

“There are numerous benefits attached to buying food locally from environmental benefits such as reducing food miles to encouraging healthy eating and boosting the local economy.”

One of the supermarkets on board with the local sourcing concept is Morrisons who launched a new range of Welsh fish in September 2009. 

Morrisons has maximised the awareness of the products through posters, flags and banners in 22 stores right across Wales to highlight local sourcing to customers as they enter the store and the fish counter.

The programme has also resulted in improved marketing skills and technical capabilities amongst the participating companies, and the development of new products, new branding and new processing facilities which will contribute to the long term sustainability of the Welsh fishing industry.

The Welsh Assembly Government has agreed to extend the programme to build on the significant momentum generated over the past nine months, and it will run through to April 2011.