The Royal Welsh Show attracts visitors from across the globe, but for Pembrokeshire organic dairy brand Daioni Organic this year’s event (July 18 to 20) marks a significant step in cementing its export relationship with China.
Three years ago Daioni became the first British organic dairy brand to enter the Chinese market, and the company will be welcoming Daniel Zhou, managing director of one of China’s biggest food importers on his first visit to Wales.
“We are honoured and delighted to welcome Mr Zhou to Wales, and what better introduction could he have to our country and our farming industry than the Royal Welsh Show,” says Laurence Harris, Daioni Organic’s founder and managing director.
“Entering the Chinese market has taken a lot of hard work and determination and we are proud to have been the first British organic dairy company to export to China, and to be trailblazers for other UK brands.”
Mr Zhou will also visit Ffosyficer Farm, at Abercych, near Boncath, home of the Daioni Organic brand and the Harris family who have been running the farm for over 70 years.
“We are keen to show Mr Zhou the passion and pride Welsh farmers and producers have in their products,” said Mr Harris.
“The Royal Welsh is the showcase for our industry and Mr Zhou will be able to experience the skill and expertise that go into creating world-class food and drink.”
As yet he said Welsh companies have no clear identity in China and the challenge for Welsh producers looking to export to China are “to establish awareness and reputation”.
According to Mr Zou, opportunities did exist for Welsh exports to China, particularly in terms of “quality, safety and accountability”.
The Daioni Organic story began over 40 years ago when Mr Harris, took over Ffosyficer Farm.
In 2002 the business completed its conversion to organic status and the company began selling a range of fresh organic milk and cream.
The following year saw the launch of the first range of flavoured organic milk in the UK and in 2008 its first steps into the international marketplace.
With its own sales team in mainland China, and the opening earlier this year of an office in Shanghai, it is building on its success, adding shipments to Vietnam to its burgeoning export portfolio which also includes Singapore and the Middle East.