Sales of Welsh products hit £1.5 million at North Wales stores

Picture caption: Conrad Davies – delighted with tremendous increase in Welsh food & drink product sales at his three stores.

Shoppers have worked up an appetite for quality Welsh food and drink products at three stores in North West Wales, which have recorded sales of £1.5 million in the past year.

The EUROSPAR stores in Dolgellau and Blaenau Ffestiniog and the Spar store in Pwllheli, which are all owned by award-winning entrepreneur Conrad Davies, are now supplied by 70 Welsh producers. Most of the producers are within a 50 miles radius of the stores.

To help expand a network of local suppliers around his stores, Mr Davies is receiving support from the Channel Clusters project run by Menter a Busnes, as part of an initiative designed to help Welsh speciality food and drink businesses develop the UK market. The project is part funded by the Welsh Government and the European Regional Development Fund (ERDF) through the Ireland Wales Programme (INTERREG 4A).

The stores in Dolgellau and Blaenau Ffestiniog were the first in Wales to bear the elite EUROSPAR brand two years ago. The Dolgellau store was named the Supermarket of the Year in the last year’s Welsh Government-managed Wales the True Taste Food and Drink Awards.

To celebrate the phenomenal sales success story and to thank his customers for their loyalty, Mr Davies has organised a Welsh Food and Drink Fortnight from October 24 to November 5 at his three stores.

A range of Wales the True Taste award winning products will be promoted during the fortnight and producers will be visiting the three stores to meet customers and offer free samples and tasters. In addition, the Wales the True Taste kitchen will be visiting the Dolgellau EUROSPAR store on November 4 and 5 with samples of award winning products.

“I am thrilled by the incredible sales of quality Welsh food and drink products in the past year, which are down to the good relationship that we have developed with producers,” said Mr Davies, who was announced as Wales the True Taste Champion in last week’s annual awards. 

“Because they have been willing to engage with us, excellent relationships have been built with our store managers, who feel a loyalty towards their products. Our sales staff get to try the different products, meet the producers and receive training on selling Welsh products. 

“There is no doubt that the producers that have been most successful are those that have held special promotions and tastings in the stores. Some have seen fantastic sales growth.”

He also revealed that innovative distribution arrangements were now in place to save transport costs and reduce food miles. He thanked delicatessen Blas ar Fwyd in Llanrwst for becoming a “food hub” for the stores.

Blas ar Fwyd, Siwgr a Sbeis and South Caernarfon Creameries are three producers who have seen major sales growth at the stores. A special promotion of new Dragon brand cheeses from South Caernarfon Creameries, where wedges, grated cheese and slices were offered for £1, was particularly popular with shoppers.

Mr Davies explained that Welsh Food and Drink Fortnight aimed to promote and celebrate the quality of Welsh produce. “Welsh food and drink has developed massively in the last 10 years,” he said. “People have become more aware that they are supporting the local economy when they buy Welsh products, which are not necessarily more expensive.

“Stocking Welsh food and drink products not only gives us a point of difference but also offers us greater margins, so everybody benefits. I am very grateful for the support of the Channel Clusters project, which has helped to expand my network of suppliers.”

As for the future, he said the focus at the three stores would be on delivering the best customer service and continuing to stock quality products. That’s why he has appointed a training champion in each of the three stores.

“Current business conditions are tough, as customers are spending less and becoming very savvy shoppers,” explained Mr Davies. “To survive you have got to listen to your customers and deliver what they need. Welsh food producers who are doing that are reaping the benefits.”

Channel Cluster project leader Gareth Evans: “I am delighted that the partnership between Conrad, the suppliers and his customers has been so successful.

“We have all worked very hard to develop opportunities that benefit everybody. Some of the suppliers have been extremely proactive and their enthusiasm has been rewarded by increased sales.”