The Welsh Sausage Company

British meat sizzling again in Spain.

The issue

The Welsh Sausage Company, the home of Langford Sausages, wanted to develop business in Spain and encourage more consumers overseas to enjoy Welsh sausages. Its biggest issue was re-introducing and reminding overseas retailers about the high quality of British meat following the 10-year beef ban. Partnering with Food from Britain (FFB) allowed it to enter into a competitive market and helped put British meat back on the Spanish menu.  

What we did

FFB Spain identified Carrefour, Euromarket Hypermarkets and Supersol supermarkets as potential customers for the company’s innovative range of Welsh sausages. FFB Spain made the initial contact with the retailers and worked closely with the company to devise and implement in-store promotions to encourage trial. We organised five tasting days in July 2006 where the company’s Welsh Lamb and Garden Mint, Welsh Dragon Pork Hot and Spicy, and Traditional Pork sausages were sampled to customers in the three retailers. FFB Spain also assisted with setting-up large display stands in the supermarkets and representatives were on hand to talk to customers about the qualities of British produce. John Langford of The Welsh Sausage Company commented: “FFB has played an integral part in helping us enter a very challenging market and introduce us to key retailers. Our work with FFB has really got the Spanish talking about our delicious Welsh sausages, so much so that we have also gained orders from the wholesale and food service sectors.”  

Results

Within a month, 5,500 packs of sausages were sold and the company was listed as a major new supplier. As well as selling another 5,620 packs in the month following the promotion, the company was invited to undertake a further 35 tasting days in hypermarkets and supermarkets across Spain.