Member Article

From Snowdonia to Selfridges and The Savoy, London

A new Welsh food company launched less than three months ago has taken the food world by storm as the prestigious Savoy and Selfridges in London prepare to use and stock the products.

Beri Da, which creates unique homegrown and handmade chutneys and fruity vinegar using the aronia super berry which the company grows in Snowdonia, has been astounded by the response.

Founders Victoria Williams-Griffith, and mother Angela Williams with support from sister, Anna, said: “It’s been a whirlwind few months, but we’re delighted with the response we’ve received locally and further afield.

“We knew we had something special, and we had complete faith in our delicious homemade products, so receiving recognition from the very best London hotel, The Savoy and the prestigious department store, Selfridges, has been amazing,” said Victoria from the Nantlle Valley, Gwynedd, north Wales.

Cywain project, managed by Menter a Busnes and supported by the Welsh Government who worked closely with Beri Da to establish the company and its products are full of praise for the team.

“Aronia berries growing in Wales is not your usual run of the mill ingredient, but this small family team have worked extremely hard to establish the company. Handpicking and hand-making these products takes time and determination, and the proof is now well and truly in the pudding,” explains Nia Môn, Cywain’s Development Manager who’s worked closely with the company in recent months.

“Our work supporting the team included developing the products, creating a brand, test trading and identifying places where the products could be retailed. The enthusiasm of Victoria and her family plus tasting these vinegar infused berries and the aronia combined with the natural ingredients in the chutneys has been a joy.”

Deputy Minister for Food and Farming at the Welsh Government, Rebecca Evans said: “Beri Da is testimony that small home growers and producers in Wales can succeed with some expert advice. They turned their primary product into a small commercial venture and are now food ambassadors for the Welsh food and drink industry outside Wales. We congratulate them on their success.”

Victoria and her mother travelled to London to share their products with Selfridges representatives, after Victoria responded to the prestigious department store ‘Meet the Makers’ twitter campaign. In a tasting session at Selfridges, the Welsh company explained how all the berries were grown and handpicked at mother, Angela’s land, benefitting from both the mountainous Snowdonia rain and a sunny southerly aspect.

“We explained that the berries are then taken to my kitchen in the Nantlle Valley where we all work as a team to clean, split, infuse, filter and cook the berries with the other natural ingredients, before everything is bottled and hand labelled. Selfridges representatives could see that it’s a true labour of love for us and that we strive to get things just right. The products are the first of their kind in Wales and the UK” said Victoria Williams-Griffith.

Beri Da has been selected as the main feature company for Selfridges ‘Meet the Makers’ campaign, placing Wales well and truly on the map. The company will also form part of the twelve UK companies showcasing food and drinks at its stores as part of its summer campaign. The family will be sampling their products at Selfridges food hall stores in Oxford Street, London; Manchester and Birmingham during August.

In a stroke of luck, The Savoy contacted Victoria on the eve of her visit to Selfridges asking for samples. She emailed the buyer saying they would be delivered to their door the following day. Chefs were so impressed after sampling the Beri Da fruity vinegar it will now be used on The Savoy’s Kaspar Seafood & Grill Restaurant menu.

Back home, the 90-plant patch of aronia berries at Llandwrog, near Caernarfon will soon be hand-picked and harvested then carried a few miles down the road to be rustled into the tantalising products sold, not only in London but at local shops, restaurants and farmers markets.

Studies have shown the aronia berries have the highest level of antioxidants for all berries grown, so have great health benefits too. They are rich in vitamin C, E and other valuable minerals. Native to North America the berries are grown mainly in Eastern Europe, but they’re not well known in the UK.

Beri Da have recently been highly commended in the Great British Food Awards 2015 for it’s fruity vinegar ‏adding to the critical praise received earlier this year from chefs and restaurateurs at the Caterfare trade Show. Top Conwy restaurant, Signatures, also decided to include the fruity vinegar on their menu for one of the busiest weekends of the year.

Beri Da chutneys are produced in 140g and 200g sizes, with three varieties, whole aronia berry chutney; whole aronia berry beetroot chutney and whole aronia berry chilly chutney. The fruity vinegar, available in 100ml bottles, is used as a savoury accompaniment to salads, meat and fish, but is delicious as a sweet dressing on ice cream, yoghurt and fresh fruit.

This was posted in Bdaily's Members' News section by Ffion Clwyd Edwards .