Celebrating Welsh food and drink

4 @specialityfood WELSH PRIDE WhyWales? Underestimate the power of Welsh food and drink at your peril; this industry is not only a beacon of the country’s brilliance but a thoroughly modern icon for consumers and businesses alike I t’s not for nothing that Wales is a food and drink powerhouse; its unique blend of trade might, Government and industry support and a passionate focus on sustainability are steering it in a positive course for the future. Not only does the country have an impressive 24 GI food and drink items under its belt – bringing kudos for food lovers of all descriptions and upping its value exponentially on a global scale (find out more on page 10) – but the plethora of support options that are available to businesses young and old makes it the poster country for levelling up the skills, output and reputation of an entire sector (see page 14 for more details). With its jaw-dropping landscapes across land and sea, it’s no wonder that the very idea of Welsh produce conjures up associations of quality, freshness, heritage and craft. Indeed, the value of ‘Welshness’ has been explored by the Government – and the results, which you can see for yourself on page 8 – are nothing short of extraordinary. The data showed that 65% of Wales-based shoppers would pay more for a food or drink itemwhich had been produced in Wales, and a staggering eight out of 10 would choose Welsh products in a like for like scenario. It’s not only Welsh consumers that are attracted to native produce; those located on the borders and across Great Britain – and beyond – have an appetite for it too. The numbers speak for themselves. According to Food & Drink Wales data, Welsh food and drink exports were worth £839 million in 2024, the highest recorded level from FOOD CONNECTS US. IT TOUCHES UPON EVERY ASPECT OF OUR DAILY LIVES, BOTH INDIVIDUALLY AND COLLECTIVELY. FROM FARM TO FORK, THE FOOD SYSTEM SUPPORTS ECONOMIC PROSPERITY, OUR PHYSICAL AND MENTAL HEALTH, AND HELPS BRING OUR COMMUNITIES TOGETHER Huw Irranca-Davies MS, Deputy First Minister and Cabinet Secretary for Climate Change and Rural Affairs