MORE than 300 Welsh businesses, 2,500 products and over 100 new product launches are being showcased as producers seek new buyers and markets.
Wales’ food and drink industry is taking centre stage at this year’s Royal Welsh Show, with hundreds of businesses using the event to secure new customers, launch products and explore opportunities for growth.
More than 60 companies are exhibiting in the show’s Food Hall, while the Food & Drink Wales Trade Business Lounge is representing over 300 Welsh businesses and around 2,500 products.
Organisers say more than 100 new products are being launched during the week, making the show one of the largest showcases of Welsh food and drink in the UK.
The programme brings together producers, retailers, wholesalers, hospitality businesses, public sector buyers and industry experts.
Last year, activity within the Business Lounge generated more than £3 million in confirmed sales. More than 300 trade buyers have registered to attend this year, including representatives from major retailers, foodservice operators and independent businesses.
Llyr Gruffydd MS, Cabinet Minister for Rural Resilience and Sustainability, said the show provided an opportunity to celebrate the quality and diversity of Welsh produce while helping businesses build valuable commercial relationships.
He said: “The Royal Welsh Show provides a unique opportunity to celebrate the exceptional quality, innovation and diversity of Welsh food and drink.
“Bringing together producers, buyers, industry experts and support organisations, it showcases the strength of a sector that makes a significant contribution to communities and economies across Wales and supports thousands of jobs throughout the food supply chain.”
The minister said activity at the Food Hall, Business Lounge and International Pavilion demonstrated the Welsh Government’s commitment to supporting an ambitious and growing industry.
He added: “The activity also reflects our ambitions for Wales’ National Food Strategy, which will help strengthen local production, local processing and local procurement, creating a more resilient and sustainable food system for future generations.”
Businesses exhibiting in the Food Hall represent sectors ranging from dairy, meat and bakery products to alcoholic drinks, soft drinks and preserves.
Among them is Welsh Lady Preserves, whose managing director Carol Jones said the event allowed producers to meet customers and buyers while promoting Welsh products to a wider audience.
She said: “The Royal Welsh Show is a fantastic platform for Welsh food and drink businesses.
“It gives us an opportunity to showcase our products, meet customers and connect with buyers, while championing the very best of Welsh food and drink.”
This year’s displays also highlight companies working on carbon-reduction plans, achieving B Corp certification and taking part in Blas Cymru, also known as Taste Wales.
New attractions include a Fresh and Welsh food-to-go display, a Design Your Own Canapé tasting experience and an exhibition highlighting Welsh products with protected Geographical Indication status.
The International Pavilion is hosting meetings, launches and industry events throughout the week.
These include the launch of the Dairy Sheep Wales Cluster, presentations for local authority caterers and NHS procurement officers, and activities aimed at encouraging young people to pursue careers in the food and drink industry.
Welsh Government support programmes are also being promoted at the show, covering innovation, technical development, exports, sustainability, skills and business collaboration.
Figures from the latest annual report for the government-backed HELIX programme show that it generated an estimated economic impact of more than £103 million during 2025–26.
The programme supported 159 companies and helped businesses develop more than 300 new food and drink products during the year.
With thousands of products on display and buyers attending from across the UK and overseas, industry leaders hope the Royal Welsh Show will provide a platform for further investment, sales and expansion across the Welsh food and drink sector.
This could also take a stronger business headline, such as: “Royal Welsh Show puts 2,500 Welsh food and drink products before buyers”.
