CASE STUDY: Henllan Bread

Ed Moore, Director of Henllan Bread, looks after sales and exports of traditional British cake lines such as mince pies, Christmas cakes, slices and Welsh Bara Brith cake.

Recently winning ‘Welsh Exporter of the Year’ and being shortlisted as a finalist in the GREAT Faces of British Business Awards, Ed Moore is a sales driven Director, working for a fifth generation family business.

Following a Twitter enquiry from Ireland, Ed was inspired to look into how Henllan Bread could become a successful exporter of their traditional British cake lines.

Heading to a trade show in Hong Kong, Ed began to learn about the exports industry, soon joining the FDEA (Food and Drink Exporters Association) and travelling to London in December 2013 for a networking event and a meeting with their US distributor.

Henllan Bread’s export of mince pies has since reached 80,000, along with many other lines such as Bara Brith and Christmas cakes also proving popular, particularly within the US market.

Ed Moore said: “Often working 60+ hours a week, doing what I do is a tough, but very rewarding job. I’ve had a few failures over the years, but each time I’ve learnt valuable lessons. I’ve now got a good model which I follow, and I hope it will bring Henllan Bread continued success.

“I’m always looking at improving our portfolio and have recently started a company called Muffin Pots, which stops the common problem of squashed muffins! I’ve spoken to many industry leaders who love the concept, and trials have gone very well under the Henllan brand so I am now looking to push it to a wider audience.“