TIME TO GROW
A Welshpool-based company is celebrating, with its GI Welsh Salt Beef product rocketing in sales by 84% in the final six months of 2025.
Now available through a major food wholesaler, Salt Beef by Trailhead was also awarded one star in last year’s Great Taste Awards.
It’s one of a growing portfolio of products – including Get Jerky meaty snacks – created by Trailhead Fine Foods using GI Welsh Beef.
Now that UK food wholesaler Castell Howell is listing in its online shop, the manufacturer is expecting further growth this year.
“We are genuinely excited that Salt Beef by Trailhead is available to order online at Castell Howell,” said Emma Morris, Trailhead Fine Foods’ sales director. “It’s also exciting to see our amazing Salt Beef being introduced to hospitality businesses across Wales and other parts of the UK.
“It’s very important that we work with leading wholesalers to deliver this product, connecting with thousands of new customers. Strong partnerships are key to ensuring consistent supply and wider availability.
“Our award-winning, cooked and sliced PGI Welsh Salt Beef is cured to perfection, reared to the highest welfare standards right here in Wales. Ready to use straight from the pack, hot or cold, it’s a versatile, restaurant-quality product ideal for canapes, grazing boards, artisan sandwiches, salads, buffets, brunches and many dishes.“We are proud to offer a premium Welsh product that brings consistency, provenance and serious flavour to the plate.”
REAL RECOGNITION
Sales are growing across retail and hospitality customers. The Celtic Collection in Newport and Bara, a new Welsh café in London, have added Salt Beef sandwiches to their food offer.
Hels Kitchen in Penybontfawr uses it in sandwiches supplied to local Spar and Londis stores and tourism attractions. Also, Gloucester Services will be stocking the 100g pack of retail-ready Salt Beef, which is also available at Farmfetch and leading wholesalers, Blas ar Fwyd, Bidfood Wales and the Artisan Food Club.
The Great Taste Award was bestowed on Salt Beef by Trailhead, which was also a finalist in the Best Charcuterie Product category of The Meat Management Meat Industry Awards 2025.
“The Great Taste Award means so much, as it’s a recognition of our commitment to quality, flavour and proud Welsh heritage,” added Morris. “It’s testament to the hard work and dedication of our production manager, Ian Beamond who has worked alongside our managing director, Arwyn Watkins, OBE, to develop such a fantastic product.”
Trailhead Fine Foods sources GI Welsh Beef reared in Wales’ unspoilt natural landscape to high animal welfare standards and with full traceability. Products are hand-crafted in the company’s production unit in Welshpool.
The Get Jerky meaty snacks are marinated in the company’s own recipes for up to 48 hours.
Products can be ordered online at getjerky.wales/shop/.