With UK consumer confidence in nationally sourced food and drink products on the rise, the sustainable quality and provenance of ingredients is vital for food manufacturers to bolster business confidence and success, as producers in Wales are illustrating
Despite the financial challenges faced by UK consumers over the past few years, there is little doubt that their interest in the quality and provenance of food and drink continues to grow – and their confidence in nationally-sourced products is on the rise.
A recent study by Red Tractor has shown that the UK public is regaining confidence in the quality and standards of food in the UK, with 75% of UK adults now stating they trust food in the UK, up from 71% in 2023. This higher level of trust, it says, reflects rising confidence across all aspects of UK food production and assurance.
The study also revealed that 83% of adults believe food produced in the UK is safe (up from 72% in 2023), with 81% saying it is good quality (2023: 73%) and 74% confident that UK food is traceable through the supply chain (2023: 64%).
Meanwhile, with sustainability still high on consumers’ wish list, last year’s PWC 2024 Voice of the Consumer Survey revealed that consumers are willing to pay a 9.7% premium for sustainable foods, despite the cost-of-living and inflationary concerns.
For food manufacturers, therefore, the quality of their finished products and the ingredients they contain is of paramount importance to retaining that consumer trust and confidence. As a recent article in Food Manufacture highlighted, sustainable sourcing brings with it competitive advantage, increased productivity and resilience to macroeconomic factors.
How Welsh suppliers are making a difference
In Wales, there is a clear recognition that the reputation of food and drink is in the hands of the industry itself, with assured provenance key to the industry’s success. Food & Drink Wales emphasises that all producers must play their part in “ensuring the Welsh food chain delivers high-quality, safe and sustainable food and drink”.
In Wales, a tracking study on the ‘Value of Welshness’, most recently updated last year, has emphasised the quality and trust both Welsh shoppers and consumers in England attribute to food and drink products coming from the country. In fact, 8 out of 10 Welsh consumers were found to choose Welsh when it came to selecting top products, with 80% also stating it was important for retailers to stock a good range of Welsh products. Meanwhile, according to the study, 80% of shoppers in England also considered it important that retailers offered a great range of brands with Welsh, Scottish and English provenance.
The role of GI in quality
One clear indication of quality and provenance are those products granted geographical indication (PGI) under the UK GI scheme. According to Food & Drink Wales, GI may seem a modest term, but makes a world of difference to products, enabling them to claim the distinctive quality, authenticity and heritage of their natural place of origin.
They are committed to expanding the range of Welsh food and drink with a GI quality mark and is actively encouraging applications from all sub-sectors in Wales, saying the GI process champions Welsh food and drink products that can tell their stories of expertise, tradition and sustainability.
In April this year, several more Welsh products were awarded UK-GI status, including Pembrokeshire Native Oysters, Pembrokeshire Rock Oysters and Welsh Heather Honey (see below), as well as Dovey Native Botanical Gin. These latest products join a raft of companies already on the Welsh GI list, including Welsh Leeks (PGI), Anglesey Sea Salt (PDO) and Traditionally Reared Pedigree Welsh Pork (TSG), to name just a handful.
Case study: Gwenyn Gruffydd – Welsh Heather Honey
Gwenyn Gruffydd, a honey farm located in Dryslwyn, Carmarthenshire, has operations spanning three counties: Ceredigion, Pembrokeshire, and Carmarthenshire. The company, owned by Gruffydd and Angharad Rees, primarily focuses on honey production but also sells bees and beekeeping equipment. Since starting in 2010 with just two bee hives, Gwenyn Gruffydd has expanded significantly, now managing around 400 hives. The business has diversified its offerings to include beeswax products such as candles and food wraps, as well as honey hampers.
Welsh Heather Honey is a unique and highly prized product, often referred to as the “Champagne of Honey.” This honey is produced from the nectar of Ling Heather flowers that bloom in the Welsh uplands. It is known for its dark amber colour, slightly bitter and tangy taste, and distinctive smoky, warm, and floral notes. The honey has a jelly-like consistency due to its high protein content and is particularly high in antioxidants.In recognition of its unique qualities and traditional production methods, Welsh Heather Honey recently received Protected Geographical Indication (PGI) status. This designation helps protect the authenticity and quality of Welsh Heather Honey, ensuring that only products meeting strict production standards can be marketed under this name.
Gruffydd Rees expressed his delight and importance of this recognition, stating: “I am delighted that Welsh Heather Honey’s precise origin and characteristics have been recognised. The UK GI application process is long, and it is wonderful that Wales is the first UK nation to have a honey receive PGI status.
“The PGI application is based on three key factors: the type and age of Welsh heather affect the yield and characteristics of ‘Welsh Heather Honey’; it is a marginal crop requiring specific skills; and its reputation as a distinct product. This recognition not only preserves traditional production methods but also provides a valuable market advantage, promoting local products and creating economic opportunities across Wales.”
Opportunity to discover more about Welsh products
Food manufacturers and retail buyers from across the world have an opportunity to discover more about Welsh food and drink at this year’s biennial meet the supplier event Blas Cymru / Taste Wales. Taking place on 22-23 October, at the International Convention Centre Wales in Newport, this takes the form of a 3,000 product showcase, alongside a time-efficient diary system enabling buyers to have short introductory meetings with suppliers which can then be followed up after the event. Innovation will also focus on 200 new product ranges, and attendees can access the expert help of Food & Drink Wales to identify suitable suppliers.
Food manufacturer Beacon Foods, which supplies both raw and cooked prepped fruit and vegetables, chutneys, relishes, sauces and compotes, has greatly benefited from attending Blas Cymru / Taste Wales, says chairman Edward Gough. “Attending Blas Cymru/ Taste Wales has been an incredible opportunity for us at Beacon Foods. The event’s format allowed us to connect with numerous potential buyers in a short amount of time. It provides you with a unique platform to meet like-minded people, share innovative ideas, and gain valuable insights into the market from both a manufacturing as well as a retail perspective. This holistic approach is incredibly important to us as it helps us stay ahead in the industry.”
To discover more about quality ingredients and finished products from Wales, please go to gov.wales/foodanddrinkwales
