Welsh bakery grows popularity across the pond

Henllan Bread has been growing its customer base in the USA, and is currently in talks with a major American supermarket chain.

The family-run bakery in Denbigh, north Wales, has been receiving support from the Welsh government as it looks to increase its footprint abroad.

The firm is involved in the government’s international trade development programme, which carried out market research on the US on its behalf, and supported the company at overseas trade exhibitions.

According to Henllan, its bara brith is “going down a treat” in the US, with new packaging in place to showcase its heritage.

Ed Moore, who is heading up the bakery’s export business, said it was delighted with its initial export orders.

“Bara brith is an iconic Welsh product and Henllan bara brith is a cracking cake, so we’re delighted to be selling it overseas under the Henllan brand and promoting the Welsh angle.

“This has been reinforced by new packaging and branding, with the wrapper showing a panoramic view of the Vale of Clwyd where we’re based, so we’re not only promoting Welsh food but Wales as well.”

Edwina Hart, economy minister, Welsh government, said: “It is a big step to start trading overseas and exporting, which is why we have developed a number of services to encourage and support businesses at every stage. I’m delighted Henllan Bread is making the most of these opportunities to expand horizons and markets.”

The bakery has also recently acquired a unit adjacent to its base on the Colomendy Industrial Estate in order to allow the company to expand.

Moore said: “This new unit is vital for our expansion plans and we aim to increase our exports, specifically targeting the US in the first instance while also growing our business in the UK, which we hope will lead to new jobs being created.”

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