ONE of the Forest's flagship businesses is taking the biggest step in its history this week.
Two staff from the Severn and Wye Smokery at Chaxhill, near Westbury-on-Severn, have jetted off to China in a bid to secure their first ever customers in the world's second largest economy.
If all goes to plan, salmon, mackerel and eels fresh from the River Severn will be served up to discerning diners in Shanghai and beyond.
It could eventually mean new jobs and a major coup for the smokery, which counts some of the UK's top restaurants and stores among its clients.
"We export to Europe, the Middle East and North America but we've never done China," said Richard Cook, owner of the smokery. "We decided we wanted to have a go at finding some new customers in China – it's just time to have a go.
"It's the world's second largest economy and they appear now to have a desire for western goods.
"We want to try and replicate what we have done in other countries and this is our first real push there.
"We export into Hong Kong on a weekly or two weekly basis and we really want to build the Severn and Wye brand name so we're starting in Shanghai."
Severn and Wye sales director Graeme Jackson and Ceri Criddle, who works in exports for the smokery, are flying out this week and will try to tempt high-end customers into new deals. The Smokery already count the likes of The Ritz, Harvey Nichols, Wimbledon, The Ryder Cup and the London 2012 Olympics among their clients.
"Going to China will be one of the biggest things we do, certainly in the next few years," said Richard.
Any new customers will be asked to agree a commitment to helping support the smokery's Eels in Schools scheme, teaching youngsters about sustainability. The smokery's plans have had backing from the top.
Environment Secretary Owen Paterson is spearheading the biggest ever food trade delegation to China, with the Chaxhill firm forming part of his thinking.
