The initiative will involve more than 30 local suppliers from across Wales, sharing insights on everything from compliance and marketing to product development, logistics and account management.

Maisie McNab, ASDA Local buyer for Wales, stated: “Supporting local suppliers is crucial for a strong and thriving supply chain in Wales. Bringing local products to our customers and making them accessible is a key priority, and this bespoke programme, one which will see us working closely with producers is an exciting opportunity to share hands-on and practical advice, helping suppliers unlock their full potential.

“The initiative comes with a focus on growth and opportunity, developing skills within companies across Wales with the aim of improving work processes, boosting sales and enhancing skills right across the food and drink industry. It’s an exciting opportunity to enhance crucial relationships and build a resilient and competitive sector, fit for the future.”

The Supplier Development Programme, backed by the Welsh Government, will run over three days between August and October, including ASDA’s Coryton store in Cardiff and its Chepstow depot, with input from ASDA stakeholders.

During their store visit, suppliers will meet ASDA senior directors and general store managers to discuss their business proposals, receiving one-to-one feedback on their propositions and advice on where to improve.

In Chepstow, they will gain insights on supply chain and logistics, with advice on everything from delivery solutions to booking a slot in one of ASDA’s depots, while a final day at the retailer’s headquarters in Leeds will focus on finance, trading and ASDA systems.

“This partnership… will give suppliers practical support, expert advice and valuable commercial insight to help them strengthen their businesses and reach more customers.”

Operations and commercial director Karen Davies said: “This initiative reflects ASDA’s ongoing commitment to the quality Welsh brands shoppers value.

“We’re looking forward to working closely with the team, enhancing an already valued relationship, and learning more about working cohesively at all stages of the supply chain, something that will ultimately increase customer value.”

Cabinet Minister for Rural Resilience and Sustainability, Llyr Gruffydd, said: “Wales has a proud and growing food and drink sector, built on the quality, innovation and ambition of businesses right across the country. This partnership between ASDA and Food and Drink Wales will give suppliers practical support, expert advice and valuable commercial insight to help them strengthen their businesses and reach more customers.

“Through the development of our National Food Strategy we will continue to work in collaboration with retail partners and support Welsh producers to develop the skills, confidence and resilience they need to grow, compete and contribute to a thriving food and drink industry in Wales.”