More people than ever are tucking into delicious Welsh food and drink according to new research commissioned by the Welsh Assembly Government.
Nine out of ten people questioned were able to name at least one Welsh food, highlighting the year on year increase in awareness and purchasing of Welsh food and drink among consumers, which is now at its highest level since 2005.
Conducted across the UK over the summer the survey shows a rise of 11% over the past 12 months in awareness of Welsh produce (83%), with the purchase of Welsh food an drink by Welsh consumers rising to 85% – the highest ever level.
Said Rural Affairs Minister, Elin Jones:
“These responses are very encouraging indeed and bode well for the Welsh food and drink industry. A tremendous amount of work has gone into – and continues to be done – promoting Wales as a producer of high quality and flavoursome food.
“I recently launched the new overarching Food Strategy for Wales – “Food for Wales, Food from Wales 2010-2020’. It sets out a clear direction for those throughout the chain enabling the industry to grow in a sustainable and profitable manner over the coming decade and represents the best possible way forward.
“It is a long-term, ambitious, and proactive agenda to address the challenges ahead for food and farming and it includes cross-cutting strategic issues such as health, food security, sustainability and rural development.”
The new research coincides with the climax of a Wales-wide tour by the True Taste Kitchen Award Winners Roadshow. The Roadshow, which visited 15 locations during November and December, is a joint promotion between Wales the True Taste Food & Drink Awards winners and the Welsh Assembly Government which manages the prestigious annual awards.
Meanwhile the survey reveals attitudes towards Welsh food and its quality and taste continue to be positive, as are those towards Welsh restaurants. Three quarters of those questioned found Welsh menus appealing.
Specifically there has been a ‘significant’ improvement in the amount of Welsh produce bought by consumers living in the South Wales Valleys with the Llynfi Valley area in particular supportive of Welsh food and its impact on the local economy.
