Tribune News Network
Doha
A festival of Welsh products under the tagline ‘This is Wales’ was launched at Lulu Mall, Giardino, The Pearl Island, on Saturday. This is the first-ever event of the series ‘This is Wales’ in Qatar, which is organised ahead of the Coronation of UK’s Charles III and Camilla and the larger British Week Festival.
The event was aimed to promote some of the amazing products of Wales in Qatar through Lulu Hypermarket chain, as part of a pilot project titled ‘Destination: Middle East’ funded by the Welsh Government to support in-market retail promotions and on-trade consumer engagement for Welsh food and drink companies looking to establish in UAE and Qatar. A range of Welsh food and drink products will be promoted collectively for agreed periods in target supermarkets, high end hotels and restaurants.
Supported by the Welsh Government and the British Embassy in Qatar, Welsh food and drink companies have come together to put Wales on the map, celebrating the quality and uniqueness of Welsh products at a 3-day sampling event at Lulu Hypermarket - the leading hypermarket chain in the GCC. Lulu will provide customers with the unique opportunity to taste and try new products, to explore the local interest in listing these on an ongoing basis in Qatar and across the GCC.
HE Jonathan Wilks, British Ambassador to Qatar inaugurated the event at Lulu Hypermarket inside the Lulu Mall, Giardino, The Pearl Island by cutting ribbon yesterday. The inaugural ceremony was attended by many dignitaries from the Welsh Government, British Embassy, and senior officials from Lulu Management including Shaijan M.O., Regional Director, Shanavas P.M., Regional Manager and Simon Alexander, Retail Operations Manager.
British Ambassador in his inaugural address said that ‘This Is Wales’ event aims at forging partnership between Wales Government and their friends to introduce Wales products in Qatar. He thanked Lulu Group for providing opportunities to showcase a wide range of Wales products in its outlets operating across the country.
"Wales is producing very high-quality produce especially the agricultural and organic lines. Wales is a very beautiful country which is attracting a large number of visitors. People from Qatar can visit to see from close the beauty of the country,” said the Ambassador. He said that one of positive aspects of ‘This Is Wales’ event is that it brings together Wales community in Qatar under a roof at Lulu outlet.
Ambassador said that the event will further enhance trade relations between Qatar and UK and create opportunities to people of both countries to come closure.
Like Qatar, Wales, as a small nation, is often underestimated and overlooked, and Lulu Group is keen to take this opportunity to highlight some of the best food products and producers from Wales.
From 28th till 30th April, Welsh food and drink brands will be available to sample at Lulu’s flagship store on The Pearl Island, as part of a retail activation activity, promoting Welsh produce and giving businesses the opportunity to trade and make connections in the Middle East.
12 brands will be available to sample and purchase in store, including Calon Wen, Cradoc’s Savoury Biscuits, Daioni Organic, Halen Môn, Hilltop Honey, Rachel’s Organic, Radnor Preserves, Rhug Estate, Pilgrim’s UK, Stillers, Tan y Castell and Tŷ Nant.
Some of the products listed include Calon Wen Organic Mellow Creamy Cheddar, Cradoc’s Savoury Biscuits Chilli and Ginger crackers, Daioni Salted Caramel Latte , Halen Môn Sea Salt with Roasted Garlic, Hilltop Blossom Honey, Rachel’s Organic Greek Style Rhubarb Yogurt, Radnor Preserves Hand-cut Smoky Campfire Marmalade, Rhug Estate Lamb Leg, Tan Y Castell Bara Brith and Tŷ Nant Blue Still Water.
Welsh Government funded the project ‘Destination: Middle East’ is a pilot project to support in-market retail promotions and on-trade consumer engagement.
The Middle East has been a market of interest for several years now, with successful food and drink Trade Development Visits to the region.
The producers have benefited from the support of an in-market brand ambassador who has been showcasing the quality of the products to a range of chefs and buyers from the foodservice sector.
Lesley Griffiths, Minister for Rural Affairs and North Wales, and Trefnydd, commented "I am delighted to see so many of our wonderful food and drink producers taking part in ‘Destination: Middle East’ which is taking a new approach to developing export trade and builds on the investment we have made over recent years.
The aim of the project is to increase direct consumer engagement and drive greater awareness of Wales and the quality of our food and drink. This project has been a collaboration between our offices in the region, our producers and the Export Cluster, and working with an in-market partner.” Simon Alexander, Regional Operations Manager from Lulu Hypermarket said "We are delighted and honoured to work with the Welsh Government to promote Welsh food and drink products to our customers, who are looking for quality and brands they can trust.
We have welcomed delegations of Welsh food producers to our flagship stores over recent years and look forward to continuing to build our relationships with producers so that our customers can buy their favourite Welsh brands in our stores in the future.”
Anglesey Sea Salt/Halen Môn is one of Wales’ leading brands and is participating in ‘Destination: Middle East’. Managing Director Alison Lea-Wilson commented, "The Welsh Government have been outstandingly helpful in supporting Wales’ food and drink exporters.
This brand activation campaign in the Middle East is another example of how the Welsh Government supports the sector. Without them, we would not be where we are today.” The event will be running from 28th till 30th April at Lulu Hypermarket, Giardino branch on the Pearl.