With around 230,000 people employed in the food and drink industry in Wales, producers are increasingly looking to diversify to add value to their products, according to a report by BBC Wales' What's Wales Worth? series.
One example is Gower Salt Marsh Lamb, where farmer Rowland Pritchard decided to sell directly to the public after traditional markets offered only £20 per lamb. The meat, from lambs grazing on salt marshes rich in fescues grass, samphire, and sorrel, is said to be sweeter. Welsh red meat, including lamb and beef, contributes £1bn annually to the Welsh economy, with exports worth £218m in 2012.
A survey by the Welsh Food and Drink Skills Project found that 37% of businesses are expanding or diversifying. Sian Roberts-Davies, who works for the project, said: 'For food producers, they could be looking at adding value or looking to sell directly to the public.' The sector accounts for 18% of the Welsh workforce, with 27,500 businesses and annual sales of £6.5bn.
Business Minister Edwina Hart highlighted the government's support for the industry, noting Wales' presence at the International Food and Drink Event in London. The Middle East and Asia are seen as growing markets for Welsh produce. John Davies, director of The Food Centre Wales, believes self-sufficiency is key: 'The time of cheap exports with low fuel prices is coming to an end, so it is important that we are self-sustaining.'
Seafood is another area with potential. Jonathan Williams started the Pembrokeshire Beach Food Company in 2010, selling street food seafood at farmers' markets. He has since won four British Street Food awards and will be at Glastonbury later this month. Despite rising demand for food aid, Davies is optimistic: 'With a little more diversification, Wales can produce all the food it needs.'
