LEADING THE WAY FOOD FOR THOUGHT in partnership with ICC WALES LEADING THE WAY IN WELSH CUISINE In 2019 the doors will open to the Inspired by its proud history and Expanding on ICC Wales’ culinary new International Convention heritage, its culture and community, philosophy of “Mind, Body & Soul”, Centre Wales (ICC Wales) in a new Wales is emerging, alive with this report sets out the background, Newport, South Wales. opportunity and real innovation. ICC character and management of Welsh Wales is right at the forefront of this cuisine and ICC Wales’ place in it. This flagship venue will truly and brings with it an opportunity to herald the arrival of Wales on the show the world what the people of The second part of the report takes international business visits and Wales have known for a long time – a considered look at how the events events scene. as far as culinary excellence goes, world is responding to the rising Wales leads the way. expectations of event attendees – An £83.7m joint venture placing ever more demands on both between Celtic Manor and Welsh From high-quality, locally sourced event organisers and venues alike. Government, ICC Wales will ingredients to an unparalleled accommodate 5,000 delegates and understanding of how to execute includes a 4,000sqm pillar-free main world-class catering and hospitality, hall, a 1,500-seated auditorium, 15 ICC Wales is right on top of both food flexible meeting rooms, a double- trends and food delivery. height glass atrium and a 2,500sqm outdoor plaza. With the main hall having the capacity to host 2,400 people for Only a stone’s throw from the M4 a gala dinner in Europe’s largest motorway, ICC Wales is built within pillar-free ballroom and a remarkable stunning ancient woodland with floor 1,250sqm of state-of-the-art to ceiling meeting room windows kitchen space, the new venue will and outdoor breakout areas making deliver its exciting culinary offering the most of the stunning natural on a grand scale. So it knows the environment. As such, the new importance of getting things right in venue takes a fitting place in a this crucial aspect of event delivery. country famed for the warmth of its welcome and hospitality, set against the backdrop of bold and beautiful landscapes. 2 ICC WALES - LEADING THE WAY, FOOD FOR THOUGHT ICC WALES - LEADING THE WAY, FOOD FOR THOUGHT 3 EXPECTATIONS ARE RISING AND WALES IS READY 33%of people associate Great Britain as a whole with natural food and drink 42%of people associate Wales with natural food and drink An enduring demand for food The centuries old food traditions organic, then local and sustainable, report, on behalf of Food and Drink are as abundant in restaurants, creativity, quality and provenance of Wales reflect an incredible today it’s about all of these and Wales, more people associate Wales hotels and venues across the has altered the nation’s ability to create wonder from the more; it’s about food and drink that with natural food and drink (42%) country, as the rich natural produce relationship with food. simplest ingredients. The country’s caters for every diner’s personal than Great Britain as a whole (33%). coming from its soils and seas. prodigious natural bounty and full- requirements, especially in terms of With health and freshness being Expectations at every table are high, bodied natural passion have come diet and provenance. Thus, it is vital macro trends in food and drink, In Wales, chefs are winning awards food underpins successful events together in a hearty union of food that the catering element of events this positive association between for international excellence by using and there has never been a more virtue. meets expectations and delivers ‘Welshness’ and naturalness, is a the abundant fresh raw ingredients important factor to get right. Not delightful surprises. Now, more than valuable attribute of Welsh produce. to recreate and reimagine traditional surprisingly, competition to produce We live in an era where the potential ever, food underpins the success of favourites into dishes of pure delight. the finest flavoursome fare is for food and drink to enrich an events, the better it is, the better the ICC Wales has reinforced a growing ferocious and Wales has found itself experience is fully realised. People perception of the event experience. international awareness of Wales as Welsh food is at last recognised in a position of natural advantage. obsess over the provenance of the a desirable event destination. The as world leading. At food festivals, It’s no coincidence that the rising ingredients they buy, the nutritional If this were rugby, we’d say the ball prospect of this new international celebrations and markets in all stature of the Welsh National value of their produce and the has been played to Wales’ advantage, conference centre in Wales has parts of the country, people are Culinary Team has been matched by authenticity of the dishes they are because the current state of play in awakened the country’s potential discovering with pride the wonder of Wales’ bourgeoning reputation for served. The national food revolution international event catering suits as a culinary force to be reckoned what food made in Wales can be. food and drink. continues to add new complexities the Welsh culinary game very nicely. with in the business event world. and dimensions. Once it was about Research has shown that across GB, Food celebration, diversity, according to The Value of Welshness experimentation, skill and passion 4 ICC WALES - LEADING THE WAY, FOOD FOR THOUGHT ICC WALES - LEADING THE WAY, FOOD FOR THOUGHT 5 RICH NATURAL NATURAL LARDER ADVANTAGE Wales is blessed with a fantastic array of fish from its fabulous FOOD PRIDE coastline, rivers and lakes, Welsh Lamb and Welsh Beef Wales is a proud country, revered rank alongside the world’s finest for centuries as the ‘land of meat, Welsh dairy produce, song’; its passion emanating especially speciality cheeses, through a profound love of rugby; is in great demand and a its romantic spirit inspired by wonderful range of produce spectacular landscapes and grows naturally in the spectacular scenery. Modern Welsh chefs hills and rich, green valleys. embody this robust and soulful national character in their approach to creating some of the ROBUST & finest world class cuisine. FISH FROM SOULFUL COASTLINES, NATIONAL RIVERS & LAKES CHARACTER SPECTACULAR WELSH DAIRY LANDSCAPES PRODUCE ROMANTIC WELSH LAMB SPIRIT & BEEF FINEST WORLD SPECIALITY CLASS CUISINE CHEESES 6 ICC WALES - LEADING THE WAY, FOOD FOR THOUGHT ICC WALES - LEADING THE WAY, FOOD FOR THOUGHT 7 WALES LEADS AWARD WINNING THE WAY IN WELSH WINE SUSTAINABLE PRODUCE The UK organic market is now worth Haydn Evans, Soil Association more than £2.2 billion and grew by 6 Farmer and Grower Board member, per cent in 2017, with Wales leading said, “I’m pleased to see such strong the way in new licences. growth in the organic sector in Wales TINY REBEL this past year, with two key Welsh EXPORT TO 35 Soil Association Certification industries – meat and poultry, and COUNTRIES licensees in Wales recorded growth health and beauty – performing of 7 per cent; higher than the UK exceptionally well.” average, with 30 per cent of all Welsh sales coming from meat and poultry. Wales has a high concentration of organic producers and processors, accounting for almost 12 per cent of the UK total. BEST GIN IN 12%Wales has a high BRITAIN 2017 concentration of organic producers compared to the rest of the UK. to the south. Ancre Hill Estates, WELSH TIPPLE a micro-brewery at the foot of Cader Idris in Southern Snowdonia, sources on the outskirts of Monmouth town, has a vineyard growing in The Welsh are a cheery people the water for its beer from the Dolgellau hills and mountains. an area of Outstanding Natural that like to perfect their craft, and Beauty, while Llanerch Vineyard never has that been truer than Tiny Rebel is an award-winning in Carmarthenshire produces the in the production of Welsh beers award winning Cariad Welsh wine. wines and spirits, of which Wales brewery in Newport, which started offers a wonderful selection. off in 2012 as a team of two making beer from a garage and has grown Not to be outdone by its Scottish, English and Irish cousins, Wales is Wales has a long-established into a craft brewery with thousands of fans. Tiny Rebel now employ over now a proud producer of single malt 30%of all Welsh organic reputation as a master brewer of 100 people from their new premises whisky at the Penderyn Distillery in licences come from the beers and ciders, and today, along Glamorgan in the Brecon Beacons. with its heritage producers, such in Newport, and export their beer to meat and poultry sector 35 countries. They offer tours and One of the world’s smallest as Brains, Wales’ biggest brewer, distilleries, it produces single malt established in 1882, the country tastings, as well as an onsite bar and kitchen. whisky, Brecon Vodka and Brecon is a key player in the modern craft Gin. Artisan gins are made with wild brewing movement, with an exciting Wales is also firmly establishing Welsh botanicals at the tiny Dyfi new crop of Welsh craft beers and distillery in the village of Corris near ciders available. Bragdy Conwy its reputation as a wine growing country, with over 20 commercial Machynlleth were awarded Best Gin Brewery is the first brewery in Conwy in Britain in 2017. for over 100 years and Cader Ales, vineyards located from the north 8 ICC WALES - LEADING THE WAY, FOOD FOR THOUGHT ICC WALES - LEADING THE WAY, FOOD FOR THOUGHT 9 DISCOVER CAERPHILLY CHEESES AT VISIT CAERFAI FARM GOURMET COCKLES FROM TIDAL PENCLAWDD WALES SANDS FOOD LEADS THE WAY TO VISITING WALES Such is the growing awareness of World Heritage Site, boasts a proud FOOD TRAIL selection of handmade Cheddar the country’s culinary advantages EXPERIENCES that Wales is now firmly on the map and goat’s cheeses made with local Food trails are now a distinctive as a foodie destination.