Harlech Foodservice is preparing for the Christmas trading period after reporting a 1,100% year-on- year increase in pre-orders during the first two weeks after launching its festive brochure.
The figure was reported by commercial manager Chris Gregson, who linked the increase to the company's Christmas brochure and a supplier roadshow held in Wrexham.
The company's 2026 Christmas brochure contains 420 products, including 78 new lines. The range is aimed at customers including pubs, restaurants, schools and hospitals across Wales and parts of England.
Harlech brought 28 suppliers together with members of its sales, supply chain, commercial and marketing teams for its first Christmas Roadshow at the Ramada Plaza in Wrexham. The event gave staff the opportunity to sample products and learn more about the range ahead of the busy festive period.
Preparing for Christmas demand
The roadshow was designed to help Harlech's staff understand the products they will be selling to customers. Suppliers presented their ranges in short sessions, allowing team members to taste products and ask questions about their ingredients and uses.
The wholesaler also offered customers a free bottle of Prosecco when placing a pre-order worth £250, a promotion Gregson said had proved popular.
Harlech operates from its headquarters in Cricieth and depots in Chester, Carmarthen, Aberbargoed and Telford. Its customers include hospitality businesses and public-sector organisations that need to plan food supplies ahead of the Christmas period.
The company said it was on course for record annual sales of £75m and expected this Christmas to be its busiest yet.
A busy period for food wholesalers
Christmas is a key trading period for businesses supplying pubs, restaurants and other food-service customers. Seasonal menus and events can prompt changes in ordering patterns, while wholesalers need to coordinate products and deliveries to meet demand.
Harlech's early pre-order figures provide a snapshot of activity following the launch of its brochure. The company has not published the underlying order values alongside the 1,100% figure, so it should be treated as a company-reported increase in early pre-orders rather than a measure of overall spending across the Welsh hospitality sector.
The wholesaler's product range includes seasonal lines for different types of customers, from hospitality venues to schools and hospitals. The supplier roadshow is intended to help its staff present those products to customers and prepare for the weeks ahead.
