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Welsh food showcased in Japan — but Pembrokeshire producers left on the sidelines

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WELSH food and drink has been promoted to thousands of international buyers in Japan — but producers in Pembrokeshire appear to have been left out of the spotlight.

A Welsh Government-backed delegation travelled to Foodex Japan 2026 in Tokyo, one of the largest food and drink exhibitions in Asia, attracting more than 70,000 industry professionals.

The event is designed to open doors to lucrative export markets, with Welsh Lamb, craft spirits and speciality foods presented as premium products for overseas buyers.

But despite Pembrokeshire’s strong agricultural base, seafood industry and growing reputation for artisan produce, no businesses from the county were among those showcased.

Global push — local absence

The delegation included Hybu Cig Cymru and Golden Road Gin, alongside a number of established Welsh brands and Japanese importers already working with Welsh suppliers.

While PGI Welsh Lamb — much of it produced in West Wales — was a central feature, the absence of Pembrokeshire-based producers raises questions about who is actually benefiting from the push into global markets.

For many local farmers, export growth is often presented as essential to the future of the industry. Yet access to those opportunities remains uneven, with smaller producers frequently lacking the scale or support to break into international supply chains.

Big talk, familiar questions

Deputy First Minister Huw Irranca-Davies MS praised the showcase, saying Wales had an “exceptional food and drink story to tell” and highlighting the importance of building international partnerships.

But on the ground in Pembrokeshire, producers continue to face mounting pressures — from rising costs and labour shortages to ongoing uncertainty around agricultural policy.

The Herald understands that while export events generate headlines, many small and medium-sized businesses struggle to translate that exposure into actual contracts.

Missed opportunity for West Wales?

The Japanese market is known for its demand for high-quality, traceable food — exactly the kind of produce Pembrokeshire is well placed to supply.

From lamb and dairy to seafood landed at Milford Haven, the county has the raw ingredients to compete on the global stage.

However, without stronger support to help local businesses access export networks, there is a growing risk that the benefits of international promotion will remain concentrated among a relatively small group of producers.

The real test

Events like Foodex Japan may boost Wales’ profile overseas — but the real measure of success will be whether that translates into meaningful opportunities for communities at home.

For Pembrokeshire’s farmers and food producers, the question is no longer whether Welsh food can succeed globally.

It is whether they will be given a seat at the table.

 

Business

New facilities at Haverfordwest Target Shooting Club agreed

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A CALL by a Pembrokeshire shooting club for more disability-friendly facilities has been given the go-ahead by county planners.

In an application to Pembrokeshire County Council, Haverfordwest Target Shooting Club, through agent Andrew Sutton Architecture, sought permission for an extension to existing target shooting club building at The Firing Range, Withybush Road, Haverfordwest to improve accessibility and internal facilities, together with associated landscaping works.

A supporting statement said: “The club’s own published history states it was founded in 1968, moved from the Drill Hall to the old wartime airfield butts at Withybush by the early 1970s, and had developed facilities over time, including the clubhouse by 1999. The established leisure/community use has existed on the site for a number of years and the proposal does not seek to intensify the core activity beyond that already authorised/established.”

It added: “The primary objective of the scheme is to improve inclusive access to the club’s facilities for disabled users and those with reduced mobility. The internal arrangement will provide adequate entrance and lobby space, clear accessible routes and appropriately designed sanitary accommodation, including an accessible wetroom/shower and separate WC.”

It also said accessible parking and surfacing designed to provide a firm, even, slip-resistant route from parking to the principal entrance.

It added: “The Equality Act 2010 places duties on service providers to make reasonable adjustments so that people with additional access needs are not placed at a substantial disadvantage.

“The proposal is therefore a positive enhancement to a community/leisure facility and supports wider policy objectives for inclusive environments.”

It went on to say: “The club operates within a highly controlled environment, and the proposed works will maintain and enhance safety and security measures.”

The application was conditionally approved by planners.

 

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Business

St Davids GP surgery plans lodged with national park

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PLANS to convert a former GP surgery in Pembrokeshire’s only city to a home and holiday let have been lodged with the national park.

In an application to Pembrokeshire Coast National Park, Alice and Danjal Joensen, through agent Oochitecture, seek permission for a change of use of the ground floor of the former GP surgery, Eryl Mor, 36, New Street, St Davids, merging with the existing first-floor apartment to create a larger single dwelling house, along with the creation of an attached short-term holiday let.

The GP surgery is currently vacant, following its closure in October 2024 after new partners could not be secured.

A supporting statement says, prior to being a GP surgery, the two storey element was a single dwelling house.

It adds: “The house would consist of an open plan kitchen-living space to the ground floor, along with a study, lounge and utility room. The first floor includes four double bedrooms with ensuite and main bathroom.

“The new unit of accommodation would form a holiday-let with two double bedrooms, shower room, and an open plan kitchen-living space.

“The GP surgery is currently vacant, following its closure in October 2024 after new partners could not be secured, therefore the proposed change of use will provide a viable long-term future use for the property.”

It says minimal external alterations are proposed to the property with existing entrances utilised for both the main house and holiday-let, adding: “The existing concrete ramp to the front elevation will be retained with proposed works including extending the upper level and steps to provide a connection to the front door, allowing for accessible entrance to the property.

“There will be no changes to vehicular or pedestrian access, with the site continuing to be accessed via the existing entrance from New Street. Parking will be provided for the main house and holiday-let on the existing tarmac driveway off New Street.”

The application will be considered by Park planners at a later date.

 

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Business

Cardigan bakery named among best in UK

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A CARDIGAN bakehouse has been named among the best bakeries in the UK as interest in “bakery tourism” continues to rise.

Bara Menyn, a small family-run bakehouse tucked away in a side street in Cardigan, has been highlighted by travel experts at holidaycottages.co.uk as one of the bakeries worth making a trip for.

The name Bara Menyn means “bread and butter” in Welsh, and the bakery has built a reputation for imaginative bakes, pizzas and seasonal produce.

Laura Kerslake, regional expert for Wales, said: “Bara Menyn is how you say ‘bread and butter’ in Welsh and the name of the small family bakehouse that is hidden down a side street in Cardigan, West Wales.

“It’s open three days a week so that the owners can fit the bakehouse around family life and their careers as artists.

“The family’s artistic flair can be seen in all the imaginative fillings and toppings on the bakes and pizzas served, which are also made using local, seasonal produce.”

The listing comes as the UK sees growing interest in independent bakeries, with spending on bakery goods reported to have risen by six per cent from 2025 to 2026.

Research also suggests that many people are now willing to travel for regional food experiences, from traditional cakes to artisan bread and pastries.

Two other Welsh bakeries were also highlighted: Little Valley Bakery, which has sites in Mumbles and Brynmill, and was recently named in the Good Food Guide’s 50 Best Bakeries 2026; and another Welsh entry included in the travel company’s wider list.

For Cardigan, the recognition adds to the town’s growing reputation as a destination for independent food, drink and creative businesses.

 

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