The agri-food industry in Pembrokeshire has welcomed the launch of a new website that keeps its finger on the pulse of market trends and consumer behaviour in the sector.

The Cywain monitoring report will benefit primary producers and the support sector in the Welsh agri-food industry, says the Welsh Assembly funded project, Cywain, run by Menter a Busnes.

The website is packed with up-to-date information on many sectors within the industry, such as dairy, drinks and red meat, and carries links to relevant media reports.

Aled Davies, Cywain’s project manager, says it will prove particularly useful to people considering developing a new product.

“The Cywain monitoring report gives people a picture of what others are doing out there,” he says “There is tremendous innovation in the Welsh food sector and this website provides a useful research tool for people who want to add value to primary produce. If, for instance, someone wanted to develop a new product or access a new market, the website will show what others are doing and what consumer reaction to this product is likely to be.”

Helen Holland, who produces luxury Welsh ice-cream, is already reaping the benefits of the service. She is planning to step up production capacity to cater for increasing demand for hand-crafted products.

“The dairy section is extremely useful to me and the weekly e-mail helps me to keep my finger on the pulse within the industry,” she says.

Aled Davies says there are many exciting developments in the agri-food sector, despite a challenging economy. “There is a lot happening out there, it shows that even in a recession we have people here in Wales who are being innovative and bringing new products to the marketplace,” he adds.

To register for the Market Intelligence Service visit www.cywain.com.