A CARMARTHENSHIRE food wholesaler smashed expectations with record crowds and more than £3 million in sales at its flagship expo.
Thousands of buyers and suppliers from across the UK descended on Venue Cymru in Llandudno for Harlech Foodservice’s annual two-day event.
Around 2,500 registrations were recorded with more than 1,200 businesses attending and 117 suppliers exhibiting – from global food giants to top Welsh producers.
The bumper turnout comes as Harlech Foodservice – which has sites in Carmarthen, Cricieth, Chester, Aberbargoed and Telford – continues a period of rapid expansion, reporting sales growth of more than 30 per cent.
Trade customers included buyers from the public and private healthcare and education sectors, along with the tourism and hospitality industry.
Commercial Manager Chris Gregson said: “The expo more than exceeded all expectations, registrations for example were up by 45 per cent as far as customer and business coming here was concerned.
“We were thrilled to welcome customers from across Wales, the West Midlands and the North West of England, with more than 3,200 attending over the two days.
“The expo is the season curtain-raiser for us in North Wales and sets our stall out for the entire summer.
“It allows our customers to see that we have a deal for them, not just today, not just tomorrow, but for the entire summer season.”
According to Chris, the success of the expo mirrored the successful growth and development of the business over the past 12 months.
He said: “Since the last expo 12 months ago we have enjoyed further growth. We have become more streamlined and sales-focused, and performance-wise it has been astronomical.
“In a time where things are tough in hospitality, it’s vital that we continue to find ways to support customers through new ranges, excellent service and competitive prices.”
The expo was also a chance to celebrate the firm’s history and family-run roots.
Chris added: “The key theme this year was the history of Harlech, going back to our roots, and the proud family-run ethos the company has with owners Andrew, Laura and Jonathan, the children of the founders Colin and Gill Foskett.
“That really ties in with a lot of our suppliers who are family-run operations, and our heartland being within 30 or 40 miles of Cricieth.
“A lot of our suppliers will have known Colin and Gill and they appreciate and value Harlech’s history and how it is growing.”
Carmarthenshire firm Tregroes Waffles attended the expo to promote its range of products.
Jo Eveleigh, sales director, said the firm, based near Llandysul, was formed 42 years ago when Dutchman Kees Huysman launched a business selling stroop waffles.
Jo explained stroop waffles are different from the more common Belgian waffles because stroop waffles are more like a biscuit.
She said: “We are the UK’s only manufacturer of the stroop waffle.
“We have a couple of varieties – we have a milk chocolate one, we have a dark chocolate one, and we also have our savoury range which is cheese, and rustic, which is a wholemeal flavour and we have a salt and pepper based flavour as well.
“We do a limited range, and they are very popular and very successful.
“The expo is about brand awareness for us, we are a big supporter of Harlech, they obviously buy our products and we have a great relationship.”
A new innovation this year was a special fresh fruit and vegetable hub at the centre of the exhibition hall to showcase that growing side of the business.
Toby Foskett, a grandson of Harlech founders Colin and Gill Foskett, is category manager for fruit, vegetables and butchery and was kept busy talking to customers and suppliers.
He said: “This is a new category for Harlech and it adds to our range so we are able to offer a full basket to the customer.
“It means we can offer a total food service solution and having this here demonstrates the quality of the fruit and veg to our customers.
“It means they can see the produce and touch it, we’re proud of the quality and the quality of course is hugely important.
“Having face-to-face interaction adds to that personal touch we have at Harlech.”
