In December 2010, the Welsh Government launched a 10-year plan, Food For Wales, Food From Wales 2010:2010, which sets out a wide ranging vision of the place of food in Wales. It aims to enable the Welsh food and drink industry to grow in a sustainable and profitable way.
Wales has a diverse food and drink industry, and an abundance of fresh, locally-sourced, seasonally inspired produce. The aim is to link this more closely to consumer demand for socially and environmentally responsible food production, clear provenance, greater value and variety.
The Welsh Government is helping to set up better supply chains so that producers, many in rural areas remote from large population centres, can speed up their deliveries to the consumer.
Strong collective marketing under the Wales the True Taste banner is another Government initiative to assist the industry – something that goes hand-in-hand with tourism under the Visit Wales brand.
Wales is now definitely on the world culinary map, and the Welsh Government is helping producers in various ways to get a better share of the quality food market. This is why it regards strong branding as so important, and ensuring that the brand is not only recognisable but memorable.
The industry acknowledges this - witness the fierce competition between producers for the annual Wales the True Taste Awards. Producers can use the Awards to put the stamp of quality and integrity on Welsh produce and highlight what a vibrant and innovative food industry we have.
Protecting this integrity in overseas markets is also a priority for the Welsh Government. At the 2010 Royal Welsh Show it launched the European Protected Food Names initiative. Products which gain this status are legally protected throughout the EU against imitation. They also enjoy enhanced industry and community awareness across home and European markets.
Please click on www.wales.gov.uk/food for more information on Welsh Government activity and support for the food and drink industry.