North Wales food firm reaps benefits after taking proactive approach to pandemic 

Madryn Food; Pictured are Geraint Hughes from Welsh food company Madryn and Maria McLean of Dylan's restaurant in Menai Bridge. Picture Mandy Jones

A food company from North Wales has created a new website to sell directly to the customer as a response to the problems caused by the pandemic.

The venture has been so successful that Gwynedd-based Bwydydd Madryn are now planning to continue and expand www.blasus.cymru.

The company was set up by agri-food expert Geraint Hughes in 2012 to promote and build routes to market for Welsh produce which he describes as the “best in the world”.

The firm, which employs three other people including Geraint’s business partner, James Hughes, has recently opened a new warehouse in Pwllheli to cope with demand.

They have just launched a new range of snacks, including Jones Popcorn flavoured with Halen Môn sea salt from the coastline of Anglesey and Blodyn Aur (Golden Flower) rapeseed oil from hills above Llanfihangel Glyn Myfyr in Conwy.

Also part of the range under the Jones brand are iconic Welsh treats like individual slices of Bara Brith fruit loaf and twin packs of Welsh Cakes made in the Snowdonia village of Llanllechid, along with Jones Chocolate from Bala.

Among the first stockists of the snacks is the Dylan’s chain of restaurants which has eateries in Porthaethwy, Criccieth and Llandudno.

Geraint said: “When times are difficult like now with the Covid pandemic it’s important not to retreat into your shell.

“We have done the complete opposite and been proactive in speeding up the launch new products like the snacks which, I’m glad to say, are proving very popular.

“The  www.blasus.cymru website has taken off and the addition of the snacks to the range was a natural development for the Jones brand, which also include a popular range of crisps. It’s made us more resilient.

“Meanwhile, the Blodyn Aur oil and our Calon Lȃn range of condiments and sauces have had a boost because retail sales of food have increased in supermarkets and convenience stores over the past year.”