AN INITIATIVE set up through the Welsh Assembly Government to provide Welsh fish and shellfish companies with more business opportunities has been given the seal of approval after an independent evaluation.

Results of the evaluation of the Building Sustainable Business Programme, launched in May 2009, show that companies that joined up have increased their business and that invaluable links have been made with buyers and retailers.

One of the aims of the programme, whose participants include Celtic Crab Products, Menai Oysters, Pwllheli Seafoods, Welsh Seafoods Ltd, Selonda UK and Selwyn’s Penclawdd Seafoods, is to make it easier for consumers to buy locally sourced fish.

Elin Jones, Wales’ minister for rural affairs, said: “One of our priorities is to make it easier for people to buy food and drink that has been produced locally in Wales, as part of the One Wales commitment and as set out in the Local Sourcing and Food Tourism Action Plan.

“The programme has not only helped with the end result of securing new business, but it has also significantly increased the level of awareness of Welsh fish and shellfish companies among retailers and wholesalers and is improving the efficiency of the supply chain.

“There are numerous benefits attached to buying food locally, from environmental benefits such as reducing food miles to encouraging healthy eating and boosting the local economy.”

One of the supermarkets on board with the local sourcing concept is Morrisons, which launched a new range of Welsh fish in September 2009. Morrisons has maximised the awareness of the products through posters, flags and banners in 22 stores across Wales, in order to highlight local sourcing to customers.

The programme has also resulted in improved marketing skills and technical capabilities amongst the participating companies, and the development of new products, new branding and new processing facilities which will contribute to the long-term sustainability of the Welsh fishing industry.

The Welsh Assembly Government has agreed to extend the programme to build on the significant momentum generated over the past nine months, and it will run through to April 2011.