By David Ummels, Chamber Board Member & founder of Art for Guernsey
Following Chamber’s recent Expand, Import & Grow webinar – which brought together over 30 businesses keen to explore trade opportunities with Europe – I’ve been reflecting on the bigger picture.
As someone who has lived in Guernsey for nearly a decade, I’ve always found it curious that, on a clear day, we can see the French coast… and yet so much of our trade remains firmly UK-focused.
The recent discussions on freight, ferries, and trade links aren’t just about logistics. They’re part of something broader—something I care deeply about: the intersection between culture, connection, and commerce.
Seeing the Opportunity Clearly
When the new ferry timetable was announced, I immediately saw the opportunity. We’re importing nearly all our food and many other goods from the UK. But we’re physically and culturally closer to France. Why aren’t we doing more with our nearest neighbours?
To me, it makes perfect sense to open up those routes—not just for food, but for building materials, artisan goods, and even services.
Greater trade with France could bring diversity, competition, and more choice, and that could have a real impact on the cost of living here in Guernsey.
We’ve seen real interest from the French side too. In recent conversations with the Saint-Malo Chamber and Brittany Ferries, I’ve found genuine enthusiasm for Guernsey as a market. With the support of Chamber and Economic Development, we’re starting to align our vision—and that’s powerful.
Guernsey’s Unique Export Potential
Let’s not forget what we can offer in return. Guernsey has global recognition for quality, especially in areas like dairy. The Guernsey cow is iconic—not just beautiful but synonymous with premium, healthy produce. Imagine placing Guernsey butter or milk in high-end Parisian restaurants or specialist food retailers.
And that’s just one example. Many of our local producers create goods that would appeal to French and European markets. But they need routes, support, and the right introductions to get there.
Why Culture Belongs in This Conversation
While trade is often thought of in economic terms, I believe culture is a vital piece of the puzzle.
In my work with Art for Guernsey, I’ve seen firsthand how cultural diplomacy can unlock opportunities. Whether it’s the Renoir exhibition that brought £2.8 million into our local economy, or the upcoming Victor Hugo showcase at the Royal Academy in London—culture gives us a platform to tell a new story about Guernsey.
And let me be clear: this is not abstract. It’s real. Cultural projects open doors to ambassadors, ministers, investors, and partners. They create goodwill and shift perception. When people see Guernsey as a place of values, creativity, and community, they want to work with us.
Changing the Narrative
I’ve long believed that we are all ambassadors for this island. Every time we engage culturally—whether it’s a large-scale exhibition or simply welcoming visitors with pride—we help rewrite the outdated narrative of Guernsey as a tax haven. We show that we are forward-looking, inclusive, and committed to doing things differently.
It’s encouraging to see that this approach is now widely embraced—not just by Chamber, but by Visit Guernsey, Economic Development, and the broader business community. The idea that culture can be a strategy is no longer fringe—it’s becoming central.
Where We Go From Here
We’re now in active conversations with French partners to set up reciprocal business visits, create trade opportunities, and explore shared logistics solutions.
If you’re a local business owner who wants to import or export—or simply explore new opportunities across the Channel—I urge you to get in touch with the Chamber team. We’re building momentum, and the more members involved, the stronger our collective voice.
This is about connection. About looking up, looking out, and remembering that Guernsey has always been a place shaped by its relationships. It’s time to shape new ones—through trade, culture, and shared ambition.
