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Asian opportunities attract Welsh producers to Singapore food show

One of the world’s biggest food trade events takes place later this month, when the biennial FHA (Food & Hotel Asia) Singapore opens its doors.
Tuesday 03 April 2012

Taking part will be a number of Welsh food and drink producers who are exhibiting at the event in Singapore as part of the Welsh Government's Wales the True Taste Pavilion.

First held in 1978, FHA has been the premier sourcing platform for food and hospitality trade buyers in South East Asia, and an estimated 40,000 trade visitors from over 90 countries will attend this year's event held at the Singapore Expo, with around 2,600 companies from 65 countries and regions exhibiting.

Singapore is a highly attractive and increasingly important market for food and drink producers, and in 2010 UK food and drink exports to the country grew by 80% to £38.5 million.

With one of the highest per capita income levels in the world Singapore's increasingly sophisticated and health conscious consumers are fuelling demand, in particular, for healthy, organic, natural and functional foods.  While the country has a growing tourism market attracting nearly ten million tourists annually.

Singapore's free port status ensures it remains the major hub for product distribution throughout the South East Asian Region, including Hong Kong and Thailand. In addition its open, duty free market only imposes tarrifs on liquors.

Among the companies exhibiting at the Wales the True Taste Pavilion is The Anglesey Sea Salt Company, which began with a saucepan of water from the Menai Straits on the Aga in the Lea-Wilson family's kitchen. Now exported around the globe the company's hand harvested sea salt is used by some of the world¹s best chefs and restaurants.

At the Show a selection of products will be exhibited including a new range of sea salt gifts, as well as salted caramel sauce, laverbread, crisps and pork scratchings ­ all made with the company's award-winning Halen Môn sea salt.

Also exhibiting will be Real Crisps, which produces a range of handcooked crisps, using the best potatoes and combining classic and innovative flavours.  The company, which is owned by the Tayto Group ­ the UK's third largest manufacturer of crisps and snacks - has been making crisps at its South Wales manufacturing base since 1997.  Among the group range on show in Singapore will be eight Real Crisp flavours, four flavours of Real Chips, as well as flavours from re-vamped sister brand Jonathan's Crisps.

Llanllyr Spring Water supplies many of the world's top restaurants and hotels.  This international award winning company will be showing a range of its still and sparkling premium bottled water in glass, 330ml and 750ml, and 100% recyclable 330ml sparkling cans.  A carbon neutral company, the water is drawn from certified organic land and a donation is made from every bottle sold to the charity 'Just a Drop', providing clean water around the world where there is none.

Rhug Estate's organic farm covers around 6,000 acres of North Wales and produces award-winning organic beef, lamb, salt marsh lamb, chicken, pork, turkeys, geese and game which are used by top restaurants and chefs across the UK and exported around the globe including the Far East.  The company, which is headed by Lord Newborough, will be showing a range of its meat, including cuts of venison.  In addition, a selection of Rhug's award-winning organic pies will also be on show in Singapore, along with the company's pâtés.

Burts Biscuits and Cakes Limited is the export arm of Ogmore Vale Bakery, which has been run by the Burt family for nearly 70 years.
At FHA the company will be showing its latest product - Welsh Whisky Cake - as well as its full range of fruited cakes and novelty shortbread.
Burts currently exports to the USA, Asia and Europe, while retaining its UK distribution and home retail business with a number of high street stores in South Wales selling a wide range of bakery goods.

Product tastings sessions will be held at the Wales the True Taste stand featuring products from the companies exhibiting at the show and also the traditional teatime favourite, Welsh cakes.



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Wales the True Taste


Environment and countryside 03 April 2012 Economy Mid Wales North Wales South East Wales South West Wales

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