A leading Welsh wholesaler has landed a deal to supply a leading pub chain with local produce.

Castell Howell Foods has signed a deal with S A Brain & Co, recently voted the Publican’s Pub Company of the Year, to provide it with authentic Welsh foods.

Brains claimed it is the first leading pub retailer in the country to promote such a wide range of high-quality, locally sourced produce.

The partnership between Brains and Castell Howell Foods came about because of the company’s commitment to co-operatives and organizations, such as Celtic Pride Welsh Beef, and a further 20 Welsh food producers ranging from dairy farmers to fruit and vegetable growers.

Carwyn Jones AM, minister for environment, planning & countryside, launched the new partnership at an industry event this week.

He said: “This project is a good example of what the Welsh food industry needs to do. It proves that by focusing on quality and adding value, benefits can be delivered to all in the supply chain.

Julian Hunt, head of catering, S A Brains & Co, commented on the importance of investing on a local level: “We feel very proud to be the first major pub retailer to officially promote Welsh produce in this way. Wales has some of the world’s finest produce and we are delighted to be working with Castell Howell Foods and Celtic Pride to provide our customers with a real taste of what Wales has to offer.”