Retailers urged to tap demand for Welsh food on St David’s Day
With research pointing to growing interest in Welsh food, retailers across the UK are being urged to add St David’s Day (1st March) to their calendar of in-store promotions.
According to data collected for the Welsh Government’s Food & Drink Wales promotional initiative, more than half of UK consumers view Wales as a source of “great food and drink” and almost a third want to see more of it in shops.
Nearly one in five will choose Welsh butter, cheese and water over others and believe Welsh produce is more ‘natural’ compared to the rest of the UK. More than a third actively want to support Welsh producers.
Andy Richardson, chair of the Food & Drink Wales Industry Board, told FFD: “Nestled between Valentine’s Day and Easter, St David’s Day presents an ideal marketing opportunity for any food business. Research shows consumers value what’s good, new and exciting about Welsh produce.”
To promote its St David’s Day campaign and help business make the most of the opportunity, Food and Drink Wales has developed This is a Celebration. This is Wales, a toolkit of advice, factsheets and recipes.
Here are six ideas for making the most of St David’s Day in-store:
- Offer an in-store promotion for the week showcasing Welsh winners of the Great Taste Awards.
- Create bespoke recipes using those Welsh products.
- Organise in-store tasting sessions and invite Welsh food & drink suppliers to offer tasters and explain the provenance of their products.
- If you have an in-store restaurant or café then why not offer a special menu for the week?
- Tweet or share online and, where possible, use the hashtag – #ThisisWales / #GwladGwlad.
- Use a range of pre-designed campaign material found as part of the St David’s Day toolkit developed by Food & Drink Wales – including the #ThisisWales / #GwladGwlad logo and point of sale material.