Americans enjoyed festive food baked in Wales this Christmas after Welsh bakers, Henllan Bread, secured an order that saw it ship more than 80,000 mince pies to the United States.
The order follows the Denbigh-based business’s appearance at this year’s Summer Fancy Food Show in New York. The North Wales bakery, which employs 58 staff and has 14 delivery vans delivering fresh produce six days a week, attended the show as part of the Welsh Government’s ‘Food and Drink Wales’ pavilion, securing key contacts to help grow its international operations in the process.
Henllan Bread is run by the Moore family, who have been managing its bakeries since 1908. They now plan to build on their export success with further expansion in the US.
Director, Edward Moore, said: “Attending tradeshows like the one in New York are a must for us, as we need to build relationships for the long term. We work closely with our American distributers and they really believe in the quality of our product and see the potential in the brand.”
This year’s Summer Fancy Food Show was held in New York at the end of June and displayed some 180,000 products from more than 2,400 exhibitors from 80 countries and regions around the world. During the show, Henllan launched a new six-pack of premium hand-finished mince pies alongside one of its distributers, who helped with the design and packaging.
“Being fifth generation bakers is looked upon really fondly over there,” Moore added. “We are already discussing Christmas 2015 with our customers and are hoping to launch this six-pack of pies in the UK, as well as our Christmas cake, next year too.”
Deputy Minister for Farming and Food, Rebecca Evans, said: “This is a great Welsh success story and I am especially pleased Henllan Bread have been able to expand their business and explore new markets with our help.
“Attendance at trade events like the Summer Fancy Food is really important in raising the profile of Welsh food and drink and help us achieve our aim of growing the industry by 30% by the year 2020.”
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