AS passionate about Welsh food and drink as he is about his beloved Cardiff City Football Club, Professor David Lloyd has enjoyed a grandstand view of Welsh cuisine’s inexorable rise to the Premier League over the past couple of decades.
And as newly appointed Chair of the Food and Drink Wales Industry Board (FDWIB), his long-term goal is to ensure that the Welsh industry’s remarkable rise to the top tier will be permanent and long-lasting.
“Yes, since I first became involved in the sector some 25 years ago there have been enormous changes in food culture,” he acknowledges in his office at Cardiff Metropolitan University, where he works as Director of the ZERO2FIVE Food Industry Centre.
“As far as the modern customer is concerned value no longer applies simply to money – it also relates to the entire food experience as well as the provenance of the product.
“So, these are the sort of qualities the more discerning consumer is now looking for. There has been a complete sea change.”
Having launched his career in the food industry in the laboratories of a major bakery based in Cardiff, David proceeded to work in various parts of the UK for a variety of major food companies as technical director.
He now works closely with both the private sector and Welsh Government. He advises on issues affecting the sector and has also influenced the Welsh Government’s Food Policy.
And Welsh food and drink could not have a more eloquent and committed champion. Reflecting on the challenges experienced during the turbulence of the Covid years, he feels strongly that Welsh food manufacturers, producers and retailers have never received their dues for riding out what was – combined with the effects of Brexit – a perfect storm.
“During Covid our workers were having to attend sites at a time when the media’s reporting of food processes was extremely negative,” he recalls. “Nothing threatened the supply chain like Covid, yet it held up.
“Everyone, from producers right down to supermarket workers who plugged away during the pandemic are unsung heroes in my book. We have a big manufacturing sector here in Wales and the food and drink sector is a critical part of our economy.”
Established in 2015, the Wales Food and Drink Industry Board provides advice to ministers and direction to the sector, sharing vital information towards ensuring sustainability, profitability and food safety throughout the industry.
A dozen-strong group of industry-experienced professionals come together for quarterly meetings interspersed with online get-togethers over the rest of the year.
“We take a very strategic view of the food industry and identify areas where there may be barriers restricting growth,” explains David. “At the same time, we are always seeking opportunities of expansion within the sector.
“Considering it consists of 18 different sub-sections, it is a very broad palette which is why we have such a diverse collection of experts overseeing matters.”
The Board’s raison d’etre, he says, is to operate as ‘a critical friend’ of the Welsh Government’s food and drink arm.
“Wales may have a magnificent system of support mechanisms, but we’re here to challenge whether the right issues are being addressed, while looking for ways to facilitate growth.
“Despite only meeting up for two to three days of every year, we also seek to ensure the flow of information into the Board is improved. How, for instance, do we standardise the data that’s coming in and engage with stakeholders to discuss interventions aimed at supporting the industry?”
Broadly speaking, the objectives of the FDWIB are to work in partnership with industry and government; develop markets, promote growth and safeguard our national resources; improve the perception of and promote and enhance Welsh food and drink; develop a skilled workforce in an innovative industry with the latest technology, and work within the spirit of the Wellbeing and Future Generations (Wales) Act 2015.
In addition, the Board seek to engage with other parts of the food chain, including agriculture, retail, food services and the hospitality sector.
One of the biggest headaches the industry faces is the need to attract more staff following the twin ravages of Brexit and Covid. “That is indeed a problem,” concedes David, “albeit one facing not just Wales, but other European countries.
“Fewer available staff will obviously affect overall production, so one of the things we need to do is examine the image on the sector as a whole.
“As food and drink is such an incredibly diverse sector there’s always a danger that producers can be left
feeling somewhat isolated. This is where the need for better communication is invaluable.
“Food and drink is a universal language; that brings communities together. We celebrate food from different cultures and think there’s definitely an opportunity to diversify the availability of such products.”
Between David and the Board’s ‘A team’ there is clearly a wealth of experience and know-how which can only help the Welsh food and drink sector continue to build on the huge strides it has made over recent years.
MEMBERS
Alison Lea-Wilson (Deputy Chair).
Alison and her husband David, started the Anglesey Sea Salt Co Ltd in 1997 and it is now one of the iconic Welsh food products exported to around 15 countries.
Alison Harvey
An Agri Supply Chain Advisor with Rural Advisor Co, Alison has over 15 years’ experience delivering high level customer service, project management, communications, and knowledge exchange across the UK red meat sector.
Andy Richardson
A partner in European Food and Farming Partnerships, Andy has over 30 years’ experience in the UK food and drink industry having worked in commercial roles in the animal feed industry for BOCM PAULS and, recently, for Volac. Andy chaired the Board from 2015 until 2023.
Graham Black
A non-executive Director of Seafish, Graham also chairs the Seafish Wales Advisory Committee which has representatives from across the seafood supply chain in Wales. Prior to this, Graham was Director of Marine Scotland.
Valerie Creusailor
With a career spanning over two decades, Valerie – Chief Executive Officer and Co-founder of Goch and Company – has played a pivotal role in advancing operational efficiency in both private and public sectors.
Gary Mitchell
A Senior Manager for Social Farms & Gardens, the UK-wide charity who support communities to access land to grow food, Gary’s close relationship with food came as part of his work with Cultivate and Open Newtown, who hold one of the largest-ever community land transfers (from LA and WG).
Huw Thomas
Managing Director of Puffin Produce, Huw, a farmer’s son from Narberth, returned home to Pembrokeshire to run Puffin in 2009 following 20 years in agriculture-related research and strategy roles throughout the UK.
Margaret Ogunbanwo
Founder and Chief Executive Officer of North Wales-based Maggie’s Exotic Foods since 1997, Margaret established her own business after holding several management roles both within and outside the food industry.
James Wright
CEO of Wrexham Lager Beer Company who in 2017 set up Aber Falls Distillery – the first whisky distillery in North Wales – James has over 25 years’ experience in the beer, wine and spirits industry and is an experienced director of Business Development and Strategy.
Jonathan Smith
Managing Director of Axis Management Consulting, who help food businesses to succeed with the UK’s grocery multiple retailers, Jonathan previously held a variety of marketing and commercial posts in St Ivel, RHM, and Procter & Gamble.
Don Thomas
CEO of Welsh Lamb and Beef Producers Ltd, who deliver accredited farm assurance schemes in Wales, Don is also the Executive Chairman of Quality Welsh Food Certification Ltd, an UKAS Accredited Certification body delivering ISO standard certifications.
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