Bakery suppliers sign up to Welsh food marketing site

Suppliers are being sought for a new website promoting Welsh food.

DiscoverDelicious.Wales was launched this year to support Welsh food suppliers and help them find a new market for their produce.

It enables suppliers to sell directly to customers, with orders and payments received in real time, and each producer having their own profile and shop that they control. Discover Delicious takes “only a very small commission” from sales on the platform.

Bakery suppliers who have already signed up to the service include bara brith producer Baked by Mel, cake decorating supplies business Sugar Dough Cakery, and crackers supplier Cradocs Savoury Biscuits.

“Our mission is to bring Welsh flavours to consumers’ tables nationwide and put Welsh food on the map,” said Discover Delicious founder Laura Pickup. “We’re here to support producers from all corners of the country in that mission, amplifying their profile and products as part of a connected network that promotes the rich gastronomy of Wales.”

Described as the only marketplace of its kind in Wales, the site already features hundreds of products from around 50 producers, and is looking for further producers to join the community. To feature on the site, producers must be Welsh food businesses or making products that are grown, reared or made in Wales.

Discover Delicious is being supported by marketing, including TV advertising. The project has received funding through the Welsh Government Rural Communities - Rural Development Programme 2014-2020, which is funded by the European Agricultural Fund for Rural Development and the Welsh Government.

“Wales’ reputation for producing innovative food and drink of the highest quality is now becoming well established, at home, throughout the UK and abroad,” said Lesley Griffiths AM, cabinet secretary for energy, planning and rural affairs. “I am delighted to be supporting such a fantastic initiative that collectively showcases the rich diversity of Wales-based food and drink producers and look forward to seeing it develop and evolve.”

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