Singapore showcase boosts exports and raises global profile

WELSH food and drink producers have made a strong impression at FHA-Food & Beverage in Singapore, Asia’s leading food and hospitality trade event.

Held at a key strategic location for export markets, FHA provided a platform for Welsh businesses to showcase the very best of their produce to buyers from across southeast Asia, China, India, Australia and beyond. Exhibitors included Dairy Partners and Morning Foods, both proudly representing Welsh-made products on the international stage.

The Welsh Government supported the trade mission under the Cymru/Wales banner, helping producers secure new opportunities across the ASEAN market. Will Bennett, Co-director at Dairy Partners, said the event had been highly valuable:
“We were delighted to be part of FHA Singapore and to demonstrate the quality and diversity of Welsh dairy products. The response was overwhelmingly positive, with interest from buyers in Singapore, the Philippines, Vietnam, Thailand, Japan, South Korea and Australia, to name a few.

“The Welsh Government’s support has been invaluable in increasing our visibility and opening up international markets.”

Also in attendance was the Culinary Association of Wales, which delivered live cooking demonstrations using premium Welsh ingredients available in the region. Their visit also promoted the upcoming Worldchefs Congress & Expo, set to take place in Wales in 2026, which is expected to draw participants from over 100 countries.

Arwyn Watkins OBE, President of the Culinary Association of Wales, said:
“Showcasing Welsh food in Singapore has been a fantastic opportunity. We’re thrilled to use this platform to promote next year’s Worldchefs Congress in Wales—an event that will spotlight our industry and welcome chefs and buyers from around the globe.”

Among the products featured were Rhug Estate Organic Lamb, Hilltop Honey, Cygnet Gin, Penderyn whisky, Halen Môn sea salt, Village Bakery goods, Moose Maple Butter, and others from Dairy Partners and Morning Foods.

The Welsh Government continues to offer tailored support for businesses looking to export, including access to international trade shows, financial assistance, market insights, skills training, and innovation infrastructure to help companies grow.

Deputy First Minister Huw Irranca-Davies MS, who holds responsibility for Climate Change and Rural Affairs, said:
“Welsh participation at events like FHA reflects our commitment to promoting our world-class food and drink industry. ASEAN is a key growth region for Welsh exports, and this event highlights the exciting potential for future expansion.”

The global spotlight will return to Wales later this year as Blas Cymru / Taste Wales takes place on 22–23 October at ICC Wales, Newport. The 2023 event attracted 276 buyers and 122 Welsh producers, delivering strong commercial outcomes through a combination of one-to-one trade meetings, networking, and product sampling.

This year’s edition will feature more than 200 new product launches and a wider showcase of 3,000 products, demonstrating the strength and diversity of Welsh food and drink.

For details on Welsh Government export support and upcoming trade opportunities, visit:
https://businesswales.gov.wales/foodanddrink/growing-your-business