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Home , Laverbread, Llandeilo, The Whitebrook, Welsh cuisine

LEADING THE WAY FOR THOUGHT

in partnership with ICC LEADING THE WAY IN WELSH

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 , 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 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 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 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, 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 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 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 COCKLES FROM TIDAL 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. ingredients. part of the Wales experience. At the Conwy Brewery, former oil Delicacies on offer at the famous man Gwynne Thomas, has turned GOURMET TRAILS Market include cockles his technical and scientific skills to from the tidal Penclawdd Sands, Welsh Gourmet trails are a wonderful brewing. He brews a wide variety of , fresh fish, locally reared way to discover the depth of quality quality cask and bottle conditioned lamb and beef, Gower of the food produced across Wales. ales and visitors can try them all. and local cheeses. Unique food experiences can be Also in Conwy, the Edwards of found at every step of the way - Conwy butcher’s shop is famous Westwards, Heavenly Emporium they’re a chance to discover enticing as the home of the award winning in Llandeilo, provides indulgent ice and distinctive culinary delights from traditional Welsh Sausage Company. cream and desserts. And further fresh fish, to distinguished cheeses West, Caerfai Farm in St Davids is and delicious seasonal fruit and The Blaenafon Cheddar Company an organic dairy farm where you can vegetables. in Blaenavon, where the historic buy Cheddar and Caerphilly cheeses, industrial landscape is a UNESCO organic milk, homemade and croissants.

10 ICC WALES - LEADING THE WAY, FOOD FOR THOUGHT ICC WALES - LEADING THE WAY, FOOD FOR THOUGHT 11 ANGLESEY AND THE WALNUT THE WELSH PRODUCE TREE FESTIVAL

ABERGAVENNY JAMES FOOD SOMMERIN FESTIVAL

CARDIFF THE ROYAL FOOD WELSH SHOW FESTIVAL

FESTIVALS EATING OUT Cardiff Bay has welcomed people • Restaurant James Sommerin, from far flung regions of the world Penarth (21 miles from ICC Wales) Food festivals are a regular feature The award-winning Cowbridge Food Another popular festival, in October, One of the delights of Wales is eating and today offers an eclectic mix of on the Welsh events calendar - and Drink Festival in May is a vibrant is the Anglesey Oyster and Welsh the fresh products of the sea and • The Walnut Tree, Llanddewi restaurants and eateries offering there’s one nearly every weekend. weekend of foodie family fun with Produce Festival, which promotes field that have been caught or reared Skirrid (23 miles from ICC Wales) and other in in a place not very far from your all types of world . Closer to The takes place over 100 food and drink exhibitors. • The Whitebrook, and restaurants across Anglesey. table. Throughout Wales the choice home, Newport’s restaurant scene, each July, it is the best attended A few months later, Pembrokeshire (23 miles from ICC Wales) It’s a chance to eat oysters while of places to eat is considerable and with its mix of independent eateries, agricultural event of its kind, offering Fish Week celebrates the county’s enjoying Welsh music, singing and continues to grow. From warm and fine food restaurants and hearty • The Checkers, Montgomery an array of Welsh meats, dairy superb fish, seafood and culinary dancing. cosy pubs by the sea or in villages home is emerging as a force products, famous Welsh cheeses excellence. • Ynyshir, Machynlleth surrounded by lush green valleys, to be reckoned with. and Welsh food and drink. The The Cardiff International Food serving handpicked local fare, to • Tyddyn , Llandrillo Abergavenny Food Festival held & Drink Festival attracts food fine dining restaurants - the likes of There is no shortage of Michelin each September is an inclusive • Sosban and the Old Butchers, producers and suppliers from the Hare and Hounds in Aberthin star restaurants in Wales either. In and welcoming event, described Menai Bridge Cardiff’s international twin towns of and The Felin Fach Griffin in Brecon, 2018, seven Welsh restaurants have as having “a wonderful energy and Nantes, Stuttgart and Hordaland. make good examples - to modern been awarded a Michelin star, three individuality that no other food Producers from these towns exhibit city centre eateries serving inspiring of which are less than 25 miles from festival can recreate”. their fare alongside fine examples of from all corners of the globe. ICC Wales: Welsh produce. For centuries, world-renowned

12 ICC WALES - LEADING THE WAY, FOOD FOR THOUGHT ICC WALES - LEADING THE WAY, FOOD FOR THOUGHT 13 ICC WALES A CULINARY PHILOSOPHY

“FOOD FOR THE BODY IS NOT ENOUGH. THERE MUST BE FOOD FOR THE SOUL”

Against this background, ICC Wales Feeding a delegate’s mind, body FEEDING MINDS FOR SUCCESS is raising the benchmark with its and soul with goodness is crucial The award-winning chefs at ICC innovative culinary thinking and is to heightening attentiveness, Wales take special pride in every setting exciting new standards in concentration and ultimately upping single dish they make, for every outstanding conference catering productivity. Networking, table single event, keeping in mind the with its Mind, Body and conversations at gala dinners and following three key menu essentials: philosophy. sustaining energy levels across the exhibition floor all benefit as a result. • Superfoods and fresh fruits and Combining a warm Welsh welcome vegetables should be a prominent with world class quality cuisine, the YOU ARE WHAT YOU EAT feature in all menus to help bring highly skilled ICC Wales culinary Mind, Body and Soul Food out the best in delegates team personally select the finest symbolises a commitment to • Produce will be sourced from local local ingredients and superfoods. superior quality, nutritious dishes and regional suppliers wherever These not only taste delicious but that feed both the body and the possible to then be beautifully simultaneously boost alertness mind. This nutrition to fruition crafted into menus and energy levels, general wellbeing principle derives from exploring and overall good health to keep the and understanding the science • Dishes aim to be high in mind sharp, body strong and soul behind the ingredients included in and low in saturated to help nourished through great food. event menus and the nutritional maintain energy, fight fatigue and qualities they hold optimise delegate sustain focus throughout the day, performance. keeping delegates as productive as possible

14 ICC WALES - LEADING THE WAY, FOOD FOR THOUGHT ICC WALES - LEADING THE WAY, FOOD FOR THOUGHT 15 PASSIONATE PRODUCERS CASTELL WHO ARE THE HOWELL CREAM OF THE

WELSH CROP Started out over forty years ago as a cow and chicken farm in West Wales.

At ICC Wales, guests will enjoy Castell Howell Halen Môn a taste of Wales. A taste of the A wholesaler championing Anglesey sea salt vibrant, fresh and pure crop of Welsh produce The award-winning Halen Môn (the the Welsh food producers whose One of Wales’ leading independent Welsh translation of Anglesey Salt) is enthusiasm for quality continues to food wholesalers started out over run by a husband and wife team from grow the burgeoning food culture forty years ago as a cow and chicken the island of Anglesey. Made from in Wales. Many of these passionate farm in West Wales. The pride for its 100% pure Anglesey seawater, the independent producers, we like to rural roots is reflected in one of the gourmet salts produced by Halen call our partners. company’s core values of supplying Môn are used by chefs across the They supply ICC Wales’ team and promoting the very best regional globe and have been served at the SERVINGTON of expert chefs with the finest produce. London 2012 Olympics, a NATO FARMS ingredients, helping us create our summit and the Royal Wedding. inspiring menus. They deserve celebrating; to be given a voice, Douglas Willis so people get to know them The finest Welsh meat Shervington Farms and experience a flavour of the This family owned business is Shervington Farms is a family owned wonderful food they produce - devoted to producing excellent and run business on the Gwent here’s an introduction: meat from pasture to plate. With Levels, just to the west of Newport, Began over experience of farming and butchery South Wales. The business began forty years ago, extending back three generations, over forty years ago, producing, the passionate Willis family packing and distributing free range producing, packing personally select their livestock eggs from free to roam hens. The and distributing which are free to graze outdoors all farm’s birds receive a multi-level high free range eggs year round. Douglas Willis is the most standard of welfare, living in a stress- respected meat producer in South free environment in state-of-the-art from free to roam Wales. poultry houses. hens.

16 ICC WALES - LEADING THE WAY, FOOD FOR THOUGHT ICC WALES - LEADING THE WAY, FOOD FOR THOUGHT 17 ICC WALES KEEPING IT LOCAL

KEEPING IT LOCAL As a longer-term plan, ICC Wales EXPERIENCE COUNTS is looking into establishing its own In the face of worldwide challenges ICC Wales is managed by the Celtic employment agency to recruit and in recruiting and keeping qualified Manor Resort’s expert leadership supply staff to ICC Wales, Celtic hospitality staff, ICC Wales is team, which was responsible for the Manor and other venues in the area, pressing ahead with a number of successful delivery of the 2014 Nato contributing a valuable employment training and employment initiatives. Summit and the 2010 Ryder Cup. The team is already working with resource to the region. catering and hospitality training Hosting an event like the Nato centres in South Wales and work SUSTAINABILITY Summit demonstrated the team’s experience programmes with local ability to respond to last minute ICC Wales’ sister venue, Celtic colleges. The Celtic Manor Resort catering requirements at scale. Forty Manor, won a gold award for green already works closely with Cardiff eight hours before the event, the tourism in 2017, and responsible and Vale College and the University team were still receiving changes tourism is something that ICC Wales of South Wales, where students to their menus and numbers. The will be taking equally seriously. Event spend a portion of their time each team delivered because it had the planners are increasingly interested week at the venue gaining invaluable experience and flexibility to cope in measures to reduce the impact on real-life experience. with change and the demand of this the environment of their event. Take and other large events. food waste, for example: although Culinary open days, hotel and excess food can’t be given away hospitality apprenticeships and because of the risk of contamination, other outreach programmes will the venue’s ethos will be to supply also be on the recruitment menu, as sensibly and to limit excess food well as connecting with experienced where possible. Any food waste that and mature hospitality professionals is generated will be collected, burned who have a desire to work flexibly and recycled as biodegradable waste or job share and who are therefore energy. often perfectly suited to working in hospitality.

18 ICC WALES - LEADING THE WAY, FOOD FOR THOUGHT ICC WALES - LEADING THE WAY, FOOD FOR THOUGHT 19 In 2017, the International Association of Conference Centres (IACC) highlighted the tremendous changes taking place in how event organisers LEADING THE WAY IN and venues are responding to LOW food and wellness trends among consumers.

IACC’s survey of its member venues “Trends in Nutrition and Delegate Wellbeing” paints a picture of “an unprecedented increase” CULINARY in health-orientated foods. FREE RANGE & LOCALLY TRENDS SOURCED

ORGANIC NON -GMO

GLUTEN FREE

DAIRY FREE

20 ICC WALES - LEADING THE WAY, FOOD FOR THOUGHT ICC WALES - LEADING THE WAY, FOOD FOR THOUGHT 21 According to the survey, 87% of venues have made changes or additions to their An increase in TRENDS IN menus based on health and KEY wellness principles or feedback popularity of NUTRITION from clients. A full 100% of communal interaction survey respondents said that FINDINGS they receive more gluten-free areas and public requests today than two spaces. & DELEGATE years ago (83% said the WELLBEING same for vegan). SURVEY Source: International Association Agreement that of Conference Centres (IACC) venues should take a pro-active role in providing healthier options for delegates.

87%of venues have made 100%said that they receive more changes or additions to gluten-free requests today their menus based on health than two years ago and wellness principles or Gluten-free and feedback from clients vegetarian / vegan are now must- 83%said that they receive more vegan requests today than have menu items. two years ago

Allergy and special dietary requests are growing, requiring advance notice to make quality, special meals.

Most of the changes “Brain foods” may in and dinner continue to be a trends are around growing trend at offering more gluten- meetings free and plant-based options.

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GROWING EXPECTATIONS

GREATER FLEXIBILITY AND CHOICE

Against this background, ICC Wales Topics covered during the discussion • What does “flexibility” in catering teamed up with the Association of included: mean for both the conference British Professional Conference organiser and venue? IMPLICATIONS • Trends in catering - healthy eating Organisers (ABPCO) to explore FOR VISITOR versus biscuits and butties the implication of these and other During the discussion it was clear FLOW AND USE trends in catering, particularly for • The dynamics of delegate flow that event catering is integral to the large scale events. and keeping delegates fed and perceived image and success of an OF SPACE watered event. A roundtable comprising highly • The increasing role that budget experienced ABPCO Members - Not just what the food tastes like, plays in decision-making – what together with staff from ICC Wales but how, where and when it’s served, does value look like? - debated one of the most common how it’s presented, what went into it, but complicated topics faced by • Emerging interest in the “local where it’s from and what happens to all event organisers and venue cuisine” experience any that’s left over. teams: how to make event catering • The advantages and The discussion centred around three seamless, affordable and satisfying. disadvantages of different main topics: options – from bowl food to cash catering • Growing expectations • Greater flexibility and choice • Do purpose-built venues have a competitive edge over others? • Implications for visitor flow and use of space

24 ICC WALES - LEADING THE WAY, FOOD FOR THOUGHT ICC WALES - LEADING THE WAY, FOOD FOR THOUGHT 25 GROWING Expectations are growing around both EXPECTATIONS catering delivery and food choices

1. Expectations are Presentation is important in There are increasing expectations Presentation is growing around both meeting expectations about the impact of an event on the environment important in meeting catering delivery and food “The way food is served is important expectations choices and can have a big impact on “Younger delegates in particular how it’s perceived. You can meet are more aware of the potential The culinary expectations of expectations by simply thinking environmental impact of the events conference delegates – and event about what the food could look like.” they are attending.” organisers – have been rising rapidly in the last decade, fuelled by societal “You can serve the same coffee in a “Plastic and recycling are really high changes, increasing quality and more sophisticated-looking cup and on the agenda at the moment. individualisation. people will nearly always believe it’s Recyclable cups – and sometimes worth more.” plates – will become ever more There are increasing Thanks to the influence of social important.” media, food bloggers and celebrity “Grab and go is definitely on the expectations about chefs and dieticians, our interest in increase. There is demand for “There’s no straightforward answer the impact of an event what we eat has never been higher or healthier grab and go options, which to getting rid of plastic altogether. more varied. on the environment can be more expensive, although If people fill up their own bottles you have to be prepared for people from water coolers, for example, you This has a profound influence on to choose the less healthy stuff like have to provide more plastic water what we expect to be served at an crisps and chocolate bars too.” coolers. ” event – raising the stakes for event organisers and venues alike. “Demonstrating that food has “Even providing glass jugs of water “If delegates’ expectations are to been sourced locally is increasingly isn’t simple – they all need delivering, be met, the marketing and imagery important, even down to its labelling storing and washing.” of a venue’s culinary offer has to be and how it’s described. People like to matched by its delivery. There’s no have a sense of place about where “Plastic will disappear eventually but point in having great pictures and the event is taking place.” it’s not yet clear what the alternative wonderful looking brochures if that’s will be.” not what’s served on the day.” “Sourcing food locally is sometimes a challenge when large quantity is “Food waste is also really important “A menu tasting for twelve people involved – local producers and the – what happens to it afterwards. has to be delivered at the same local supply chain can’t always deliver Celtic Manor transfers excess food standard for one thousand the amounts required.” between its seven restaurants delegates. Keeping up that level and its staff canteen to reduce of quality at scale can be really food waste. The food waste that is challenging. ” produced goes through biological processes to generate power for the “Managing delegates’ expectations grid.” can be difficult when budget isn’t limitless. You are always trying to “’s choice tends to reduce achieve a balance of healthy options waste because you’re not supplying with more traditional foods, cold such a wide range of choices that versus hot meals and all at the right don’t get eaten. It can also be more price.” practical below a certain budget.”

26 ICC WALES - LEADING THE WAY, FOOD FOR THOUGHT ICC WALES - LEADING THE WAY, FOOD FOR THOUGHT 27 “We’re definitely “Street food Pressure for seeing more moves or festival greater flexibility towards smaller style catering and choice grazing stations.” is increasingly popular.“

“Sometimes a balance of both healthy and indulgent food makes sense.”

“Creativity is really important

in this kind of “The general trend is towards more “Rolling and coffee is much 3. Implications for the flow, better than standardised “breaks” environment” format and space required grazing opportunities and less formalised eating arrangements.” these days – people expect it.” for events “Some countries like the US and “If a formal dinner takes place on the Successful catering isn’t just about some sectors – like the academic last day, fewer and fewer people are the food itself. How, where and when sector – still go for sit down attending them. They don’t have the it’s served is just as important. This and dinners. But the general trend is same kudos that they used to.” means paying careful attention to away from this.” logistics, timings and the available “Eating outside the venue – perhaps indulge in the so-called unhealthy 2. Pressure for greater should be a very open and honest spaces within a venue. The “Younger people in particular prefer a set-piece conference dinner – foods. The client will have a good dialogue. What does the event traditional event formats of coffee more “informal” eating environments often requires coaches and can have flexibility and choice idea of the balance to be struck.” organiser really want to achieve?” breaks, sit down dinners and even and engaging experiences – a big impact on budget. But if it’s in set times are being increasingly particularly the opportunity to a spectacular city and part of the Roundtable participants agreed that “It’s important to look at the make- “Creativity is really important in this challenged. Factors having an impact mingle and meet people. The destination experience, for example, each event has to reflect the client’s up of the delegates – many men, for kind of environment – we should include: a decrease in the length of segregation of moresenior-level there’s still an appetite for it. ” brand very clearly and should feel example, won’t be satisfied with just all be asking ourselves how can we sessions as delegates’ anticipated delegates from younger delegates is unique. Event organisers are looking plates of sandwiches.” make this work?” attention spans shorten; a desire for also unpopular.” “We’re definitely seeing more for flexibility and choice from a more networking and “flow” between moves towards smaller grazing venue, but more than that, they also “Cash catering is increasingly familiar “Healthy choices doesn’t just mean sessions; the expectation of being “Younger delegates are also driving stations. Although this does leave want to feel like they are entering – perhaps more so in the US – but for superfoods. It can also mean smaller able to dip in and out of an event but the idea of shorter sessions, more the logistical issue of how you into a full partnership. The perceived it to work well, it really depends what portions, less carbs and making sure still have access to food and drink; circulation and more rooms – a more move people on so that there’s not success of an event will reflect well catering facility is on site or nearby.” we’re meeting the expectations of and the dietary interest in keeping up “wow” experience if you like.” hundreds of people around just one on both parties so each has a vested people from different cultures.” energy and brain levels throughout small station.” interest in delivering an outstanding the day. “Street food or festival style catering culinary experience to delegates. “Sometimes a balance of both is increasingly popular. But the healthy and indulgent food makes “There’s always lots of pressure on aesthetics are important – if you’re “Venues must listen to their clients sense. For some delegates, an event space for catering, particularly where going down this route, it must look very carefully about their objectives, could be the one time of year they exhibitions are involved.” good and not cheap.” not just send menu options. There get away and they may just want to

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Food and its preparation have been part in catering and hospitality. as a reason to both visit and meet in a crucial part of successful business Robotics, apps and virtual reality are this most historic and scenic part of meetings for almost as long as still in their infancy but it’s not hard to the . people have gathered together. imagine many ideas and applications that may appear in this field. ICC Wales is also poised to take But in today’s meetings’ world, advantage of its experience and expectations about the quality, These developments are likely to professionalism in catering for the diversity, presentation and produce both new opportunities most demanding event attendees provenance of food amongst event and new challenges in event - everyone from heads of state attendees have never been higher. management that are, as yet, and celebrities to academics and The challenges and pressures facing unknown. associations – matching state-of- both event planners and venues to the-art facilities with world-class meet those expectations have also Where we can be more certain, service. greatly increased. perhaps, is the increasing diversity and individuality of our own dietary You are welcome to join our journey From special diets and locally expectations and what, where and in leading the way to culinary sourced produce, to the logistics how we want to eat whilst away excellence for events. of visitor flow and the use of venue from home. Wales is in an excellent space, only the highest forms of position to make the most of these Further information professionalism can deliver the trends. and contact details: orchestration of feeding hundreds, often thousands, of delegates to As a destination with a heritage and Nancy Mollett everyone’s satisfaction. passion for food, combined with [email protected] young, contemporary, cutting-edge In the future, new technology will no local producers and chefs, Welsh Danielle Bounds doubt play an increasingly important food is being increasingly recognised [email protected]

30 ICC WALES - LEADING THE WAY, FOOD FOR THOUGHT ICC WALES - LEADING THE WAY, FOOD FOR THOUGHT 31 “LAUGHTER IS BRIGHTEST IN THE PLACE WHERE THE FOOD IS”

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