The best of Welsh produce was presented at a food and hospitality event in Asia, resulting in substantial interest from buyers across the region.

The event featured a range of exhibitors along with wider activities from the Culinary Association of Wales.

Located in Singapore, FHA-Food & Beverage is strategically positioned as a gateway to Asia, offering access to key markets including south-east Asia, China, India, Australia and beyond.

Increased visibility in the region

The trade event had support from the Welsh Government, and companies exhibited under the Cymru/Wales banner.

Will Bennett, co-director at Dairy Partners, commented: “We were delighted to be part of FHA Singapore and to demonstrate the quality and diversity of Welsh dairy products that are available.

“The response has been very positive, with lots of interest from across the region including Singapore, Philippines, Vietnam, Thailand, Japan, South Korea and Australia to name a few. We look forward to continuing to develop and grow these links over the coming months. 

“The support from the Welsh Government in attending events like FHA Singapore has been invaluable in increasing our visibility and opening up new international markets for our products.” 

The Culinary Association of Wales promoted the upcoming Worldchefs Congress at the event, which takes place in Wales in 2026, and featured cooking demonstrations using Welsh produce available in the region, including products from Rhug Estate Organic Lamb, Hilltop Honey, Cygnet Gin, Penderyn, Halen Môn, Village Bakery, Moose Maple Butter, Dairy Partners and Morning Foods. 

“The opportunity to showcase Welsh products in Singapore has been fantastic.” 

Arwyn Watkins OBE, president of the Culinary Association of Wales, stated: “The opportunity to cook and showcase Welsh products in Singapore has been fantastic. We are thrilled to use this event as a platform to promote the Worldchefs Congress & Expo in Wales next year, which is expected to attract chefs and visitors from over 100 countries.” 

Support from the Welsh Government

The Welsh Government offers a package of support to help companies attend trade events and expand their export markets, which includes a platform to showcase products and arrange trade conversations and meetings during events.  

Huw Irranca-Davies MS, Deputy First Minister with responsibility for Climate Change and Rural Affairs, commented: “The participation of Welsh companies at this event highlights our commitment to promoting Welsh products on a global stage. It also underscores the importance of the ASEAN market for Welsh food and drink exporters and highlights the potential for growth and expansion in this dynamic region.” 

The next Blas Cymru/Taste Wales will take place on 22nd-23rd October at the ICC Wales in Newport, with FHA-Food & Beverage in Singapore also providing an opportunity to meet with leading figures interested in attending the event.