New retail plan to help businesses achieve similar success to Authentic Curries and World Foods

The Minister visited the Hirwaun company recently to meet the team and see some of the products which are currently listed in Tesco, Morrisons, Asda, Co-op and Sainsbury stores across Wales.

Authentic Curries and World Foods has also rebranded and relaunched with new pack graphics.

The main objective of the Welsh Government’s Food and Drink Retail Plan is to see the turnover value for the food and drink industry grow proportionally more than the UK as a whole.

To achieve this, the aims of the plan include creating a stream of new entrepreneurial food and drink businesses, strengthen working relationships with retailers and help small and medium sized producers to further develop expertise.

Minister for Rural Affairs and North Wales, and Trefnydd, Lesley Griffiths said: “It was great to visit Authentic Curries and World Foods in Hirwaun to see first-hand how successful the company has been in building relations with major retailers and getting their products in their stores.

“The company is an important employer in the area and it was good to hear about their current business developments including their healthier options low calorie meals project.

“I want to see more of our fantastic producers and suppliers achieve similar success. The Welsh Government’s new Food and Drink Retail Plan will be key to this and will support Welsh businesses to achieve strong, sustainable and focussed growth.

“I am extremely proud of the companies in the sector which are right across Wales and we are committed to helping them see their exciting, innovative and high quality food and drink items enjoyed by more and more people.”

Paul Trotman the Managing Director of Authentic Curries and World Foods said, “I was delighted to welcome the Minister to Hirwaun and be able to tell her the about the progress that we have been making.

“Working with Cwm Taf Morgannwg University Health Board, our new healthier options low calorie meals are providing healthy, nutritionally balanced food for NHS staff and visitors alike. We hope to introduce them to other Health authorities soon.

Our retail business is progressing well.  We have updated our branding with a refreshed pack design with stronger branding and high quality photography which has seen sales grow by over 30% and thanks to the Welsh Government’s Trade Development programme we have been introduced to further potential new customers.”

Steve Barnard, Catering Technical Compliance and Commercial Business Manager  from Cwm Taf Morgannwg University Health Board said, “It was good to meet the Minister and discuss the work we have done with Authentic Curries and World Foods to develop a range of healthier options for our staff and visitors and how we promote and display those products allowing staff to make an informed choice based on the calorific value as well as price.”