Welshpool firm flies out to sell desserts in the desert
A major food company will attempt to break the Middle East market by attending a trade show in Dubai.
Dessert makers Sidoli & Sons, which is based in Welshpool, will attend the world's biggest annual food and hospitality show, Gulfood, in the Dubai Trade Centre next week.
The company, which employs 350 staff at its Henfaes Lane plant, will join 5,000 exhibitors from 120 countries at the show.
It said it could lead to an increase in staffing should new business come out of the trip.
It will be one of 15 companies from Wales flown over by the Welsh Assembly to show off the best the country has to offer on a global scale.
Gilly Barber, business development manager at Sidoli, said: "We attended a similar trade fair in Paris last year with the support of the Welsh Government and had so much interest from buyers in the Middle East that we are now actively exploring all possible avenues.
"Having a presence at Gulfood will allow us to have direct engagement with potential customers.
"We have invested heavily in our Welshpool site over the past few years in order to meet the demand of European orders and we employ over 350 staff, which has a positive impact on the local economy.
"If we can develop our market in the Middle East we will probably have to look to expand our operation further, so fingers are crossed that we get a warm reception in Dubai."
