‘Welshness brand’ is key to boosting food and drink industry

EIGHT out of 10 Welsh shoppers would always buy Welsh if the price was right according to a new report.

The report by Food and Drink Wales also found that shoppers outside Wales believe Wales is known for good-quality food and drink and would like to support it, while 29% would like to see more Welsh produce in their shops.

The findings show there is substantial scope for growth in Welsh products, with strong shopper support. The evidence suggests Welsh branding sits well with and enhances GB branding.

Promoting Welsh food and drink, both nationally and globally, is a top priority for the Welsh Government and increasing numbers of Welsh brands are being recognised around the world. This was highlighted by a recent BlasCymru/TasteWales event which featured buyers from as far afield as Hong Kong, the UAE and the USA.

Environment and Rural Affairs Secretary Lesley Griffiths said: “In recent years Welsh food and drink has gained a growing and welldeserved reputation for uniqueness and high quality. This is reflected in the fact 14 Welsh food and drink products have now been awarded coveted protected food name status.

“We have an ambitious target to grow the industry by 30% to £7bn by 2020.

“This report shows there is strong support for food and drink from Wales and there are definite benefits for Welsh brands by using ‘Welshness’ to enhance their proposition inside and outside of Wales.”