Bidfood Wales has boosted its domestic offer with 150 new Welsh provenance products.
The new range includes local dairy, meat and poultry, store cupboard essentials and drinks all produced or grown by small and medium-sized businesses across Wales.
The range expansion comes during British Food Fortnight, a campaign dedicated to highlighting locally-grown food across the UK.
The wholesaler worked alongside governmental body Wales Food & Drink to ensure product authenticity, which was “tried and tested” by Bidfood’s team.
Category development manager for Bidfood Wales Lucy Quinnell said the ‘Wonderfully Welsh’ range would spotlight local suppliers “who are often overlooked”.
Bidfood invited over 20 regional suppliers to showcase their produce at the historic Hensol Castle in south Wales to mark the new launch.
Bidfood’s business unit director for Wales Richard Dow said: “This has been a much-anticipated launch for both the business and our customers based in Wales, as we’re committed to highlighting the need to support local and regional businesses in the country.
“This new range will allow our customers to include products and ingredients with deep, strong Welsh roots on their menus, while also communicating the provenance stories behind them to consumers.
“It’s our mission at Bidfood Wales to deliver service excellence and be a positive force for change, and I’m thrilled that we now have a ‘Wonderfully Welsh’ range that supports our customers and the small business owners in Wales passionate about showcasing what Wales has to offer.”
Bidfood cited research commissioned by the Welsh government which found nine out of 10 consumers believe having a range of dishes with Welsh ingredients to be an important requiremend for dining-out venues.
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