More than half (58%) of Welsh consumers did not know if any of the items of their Christmas dinner last year were produced in Wales, according to a new survey commissioned by NFU Cymru.
The findings of the survey, conducted by YouGov, show that only 18% of Welsh consumers had Welsh turkey for Christmas dinner in 2016, while only 29% ate Welsh potatoes.
The survey did, however, show that shoppers recognise the hallmarks of Welsh produce. The findings show that consumers associate Welsh produce with quality (78%), high production standards (66%), high environmental standards (59%) and good value for money (53%).
In a bid to encourage more shoppers to buy more Welsh during the festive period this year, NFU Cymru has launched a new ‘Proud to Produce Your Christmas’ campaign at this year’s Royal Welsh Winter Fair, highlighting the role that Welsh farmers and growers play in producing the ingredients of a traditional Christmas dinner. The initiative aims to underline that it is possible to source the staple items of a traditional Christmas meal here in Wales, while also encouraging the public to support the Welsh food and farming sector by buying Welsh produce for their Christmas dinner this year.
The campaign features a video of a delicious Welsh Christmas feast and shows some of the producers across Wales who are responsible for producing the ingredients. The video includes turkeys reared in Meirionnydd, potatoes from Pembrokeshire, Brussel sprouts grown in Monmouthshire and pigs in blankets produced in Clwyd. The short film also highlights that PGI Welsh Lamb and Beef are also enjoyed in homes throughout Wales during the festive season as an alternative to traditional Christmas fayre.
NFU Cymru President Stephen James said: “Food and drink play an important role in bringing people together during the festive season and Welsh farmers are proud to play their part by producing world-class produce for your Christmas dinner. This is a potentially prosperous period for the food and drink industry here in Wales, but it’s clear from the findings of our survey work this is an opportunity that isn’t being fully capitalised on. There’s a role for all of us in raising the profile of Welsh produce to shoppers in the lead up to the festive period and encouraging more people to prioritise Welsh food and drink when it comes to sourcing the ingredients for their festive meal.
“The Royal Welsh Winter Fair is home to some of the best food and drink producers that Wales has to offer, so the event provides the perfect opportunity for us to launch our ‘Proud to Produce Your Christmas’ campaign to help drive a rise in the number of people sourcing Welsh for their meals over the festive period.
“Our campaign highlights that consumers do not need to look further afield to construct their festive feast – all of the ingredients are available right on their doorstep in Wales. We are proud that so many consumers associate Welsh produce with quality, good value for money and high production standards. We hope that by underlining the link between producers in Wales and the food they produce, more people will prioritise Welsh this Christmas and support our hardworking Welsh farmers and growers in the process.
“The ‘Proud to Produce Your Christmas’ video underlines how easy it is to source the ingredients for a wholesome, delicious festive feast that’s grown and reared here in Wales. I hope this video inspires more people to have a Welsh Christmas in 2017.”