Fast-growing food wholesaler, Harlech Foodservice, is set to open a new depot in Carmarthen, bringing along 15 new job opportunities.

This move forms part of the company's £6 million expansion scheme.

Harlech's expansion will lead to an overall creation of 150 jobs across their various bases in Chester, Criccieth in Gwynedd, and Merthyr Tydfil as well as the new Carmarthen depot.

Nick Sullivan, an industry veteran with 30 years of experience in the food supply sector, has been appointed as the regional sales manager for the area.

As preparation for the depot's opening continues, the company is currently recruiting five field sales staff and nine new drivers.

This development was spurred by Harlech's exceptional growth over the past three years, with sales soaring from £32 million to around £50 million.

It's growth that the company attributes to the escalating demand from customers in South West Wales, particularly in the hospitality industry.

Managing director David Cattrall stressed that they aim to meet the challenges faced by hotels, pubs, and restaurants with daily deliveries and "aggressively competitive" prices.

He said: "Harlech are disrupting the established way foodservice companies operate by changing the common practice of inflated list prices and increasing 'negotiated' prices without notice by offering transparent and competitive prices and excellent service to all our customers."

Mr Cattrall mentioned the company's 'Trust our Prices' campaign, which locks the prices of 200 lines for a period of several months, aiding businesses operating on tight margins.

Nick Sullivan shared his excitement at the prospect of expanding Harlech's operations in South West Wales.

He said: "I see this as a fantastic opportunity to expand their market and to offer businesses in the region an alternative Welsh supplier."

Harlech's head of sales, Chris Gregson, asserted that setting up base in Carmarthen is pivotal to their £6 million growth plan set to create 150 jobs.

He said: "We see South West Wales as very similar to our heartland in Gwynedd with a strong tourism and hospitality sector which we are very well set up to serve as well as education and health services. “We are looking to bring more choice to South West Wales with prices you can trust and benchmark against the competition. “We also take great pride in delivering high quality customer service and that is something that is also a key factor underpinning this exciting new phase in the company’s continuing expansion. "Harlech Foodservice is a proudly Welsh company and opening the depot in Carmarthen means we can now serve the whole of the nation with high-quality service, allied to fantastic products at hugely competitive prices."