The Authentic Curry Company

Welsh curry on the menu in Malaga.

When True Taste award-winning The Authentic Curry Company approached the Welsh Assembly Government to explore its export opportunities, Food from Britain was the WDA’s first port of call, leading the company to its first order from overseas.

FFB Spain used its market expertise to identify the Spanish ex-pat foodservice market as fertile ground for the Hirwaun-based company’s range of ready meals. There are approximately 800,000 UK residents in Spain and over 16 million UK tourists visit Spain every year, so there is a strong appetite for British-style food.

The next stage was to identify appropriate distributors and ascertain their interest in The Authentic Curry Company’s products. FFB Spain analysed which Spanish distributors served the British ex-pat market, choosing those based in tourist regions.
 
FFB Spain then contacted the most promising distributors with samples and information about the company, and arranged meetings between them and Paul Trotman, founder and managing director of The Authentic Curry Company, at which they got down to business with pricing and product selection.

The company has secured business with Malaga based importer/ distributor Delta Import: the nine lines being exported include the company’s authentic curries, its authentic world foods range – which include dishes such as Celtic Pride Welsh Beef lasagne and pasta dishes -  and newly launched gourmet dishes such as butter chicken.

 “A lot of hard work has gone into securing this market, and I am delighted at the outcome,” said Paul Trotman, founder and managing director of The Authentic Curry Company.
“A lot of market research has been carried out and we have worked closely with the international arm of Welsh Assembly Government’s Food and Market Development Division and also Food From Britain.

“We are every grateful for the help we have received which as a first-time exporter has been tremendous.”

He added, “The next part of the deal is to export to the Canary Islands, and we are also exploring other potential European markets.”

To find out how FFB could help  you grow your business overseas, contact Richard Sainter on clientdevelopment@foodfrombritain.co.uk. If you would like to explore the Spanish market in particular, visit FFB Spain to find out your contact in the market.