(MENAFN- The Peninsula) The Peninsula
Doha: A festival of Welsh products under the tagline 'This is Wales', a first ever event of the series in Qatar, was launched at Lulu Mall, Giardino, The Pearl-Qatar.
The event, running from April 28 to 30 at Lulu Hypermarket, Giardino branch, is aimed to promote some of the amazing products of Wales through Lulu Hypermarket chain, as part of a pilot project titled 'Destination: Middle East' funded by the Welsh government to support in-market retail promotions and on-trade consumer engagement for Welsh food and drink companies looking to establish in the UAE and Qatar.
Supported by the Welsh government and the British Embassy in Qatar, Welsh food and drink companies have come together to put Wales on the map, celebrating the quality and uniqueness of Welsh products at a three-day sampling event at Lulu Hypermarket - the leading hypermarket chain in the GCC.
Lulu will provide customers with the unique opportunity to taste and try new products, to explore the local interest in listing these on an ongoing basis in Qatar and across the GCC.
British Ambassador to Qatar H E John Wilks CMG inaugurated the event at Lulu Hypermarket, Lulu Mall, Giardino, The Pearl-Qatar. The ceremony was attended by a number of dignitaries from the Welsh government, British Embassy, and senior officials from Lulu management including Shaijan M O, Regional Director, Shanavas P M, Regional Manager and Simon Alexander, Retail Operations Manager.
British Ambassador in his address said that 'This Is Wales' event aims at forging partnership between Wales government and their friends to introduce Wales products in Qatar. He thanked Lulu Group for providing opportunities to showcase a wide range of Wales products in its outlets operating across the country.
“Wales is producing very high-quality produce especially in the agricultural and organic lines. Wales is a very beautiful country which is attracting a large number of visitors. People from Qatar can visit to see from close the beauty of the country,” said the Ambassador. He said that one of positive aspects of 'This Is Wales' event is that it brings together Welsh community in Qatar under one roof at Lulu outlet.
The Ambassador said that the event will further enhance trade relations between Qatar and UK and create opportunities to people of both countries to come closure.
As many as 12 brands will be available to sample and purchase in store, including Calon Wen, Cradoc's Savoury Biscuits, Daioni Organic, Halen Môn, Hilltop Honey, Rachel's Organic, Radnor Preserves, Rhug Estate, Pilgrim's UK, Stillers, Tan y Castell and Tŷ Nant.
Welsh government funded the project 'Destination: Middle East' is a pilot project to support in-market retail promotions and on-trade consumer engagement. Lesley Griffiths, Minister for Rural Affairs and North Wales, and Trefnydd, commented:“I am delighted to see so many of our wonderful food and drink producers taking part in 'Destination: Middle East' which is taking a new approach to developing export trade and builds on the investment we have made over recent years.”
Simon Alexander, Regional Operations Manager from Lulu Hypermarket said,“We are delighted and honoured to work with the Welsh government to promote Welsh food and drink products to our customers, who are looking for quality and brands they can trust.”