The Welsh Government has launched a national campaign to spotlight the Welsh farmers, growers and fishers producing food for the nation.

The campaign, titled ‘Rooted in Wales’, was described as a “call to collective action”, with Government highlighting the importance of a whole-system approach to food in Wales.

‘Rooted in Wales’ aims to support and connect:

• Welsh farmers, growers and fishers producing high quality food
• Welsh manufacturers and food businesses sourcing more Welsh ingredients
• Retailers and shoppers choosing local and seasonal food
• Communities coming together to grow, share and celebrate local food, strengthening food security
• Our collective call to action to reduce food waste, unnecessary packaging and strengthen local economies.

Welcoming the campaign, Deputy First Minister and Cabinet Secretary for Climate Change and Rural Affairs Huw Irranca-Davies MS said: “Choosing food that’s rooted in Wales is a powerful action we can all take to help create a more secure food system for our communities. By choosing local produce, and supporting our farmers and food producers, we’re helping to play our part in building a fairer and healthier food system.

“People don’t have to change everything at once, but if everyone started by making some changes, then it will add up to a big impact for Wales and its communities.”

The campaign reflects on and brings together existing action across Wales, including the work of Food Sense Wales and the 22 Local Food Partnerships operating in every local authority in Wales. Government said these partnerships “play a central role” in delivering the Welsh Government Community Food Strategy; bring communities, organisations and businesses together around food and illustrate the value of co-ordinated and community‑led approaches.

The Welsh Government said it was committed to increasing public sector spending on Welsh food and suppliers by at least 50% by 2030.

Engaging Welsh schoolchildren

Government Torfaen Food Summit, held at Greenmeadow Community Farm in Cwmbrân, was highlighted as a key part of the campaign. The Torfaen Food Partnership, established in 2022, has developed sustainable local food partnerships for its residents, and delivers projects spanning green agriculture, community growing schemes, grant support for sustainable action, and links to welfare services for those most in need.

Among those attending the summit were pupils from a federation of Blenheim Road and Coed Eva Community Primary Schools, who took part in growing and cooking demonstrations.

Castell Howell supports local sourcing initiatives

A main part of the campaign and focus for the Welsh Government is supporting businesses in Wales to source more Welsh ingredients and add greater value to every part of the supply chain. At the forefront of this is Welsh food and drink wholesaler Castell Howell, with more than 900 employees, six depots and a fleet of more than 200 vehicles delivering Welsh produce throughout Wales.

The Welsh Veg in Schools initiative, co-ordinated by Food Sense Wales and supported by Castell Howell, has grown to cover 12 local authorities across Wales since 2022 and has provided more than a million portions of locally sourced, organic vegetables for Welsh schools.

Edward Morgan, group environmental, social and governance (ESG) manager for Castell Howell, stated: “We see Welsh Veg in Schools as a way of helping improve existing infrastructure within the Welsh horticultural industry, by finding a viable route to market for locally grown vegetables.

“As a company, we supply most of the ingredients for an estimated 850,000 school meals per week, so we’re fully aware of the changes required to nutritional standards, whereby there will be an increasing need for vegetables to be a core part of the meals. This definitely provides an opportunity for growth.

“The aims of the project are far reaching. We need help and support to stimulate more horticultural activity in Wales. But equally, we need to encourage children, and educate them, to eat more vegetables. We are fortunate that local authority caterers and Welsh Government are fully supportive of the initiative, and we would be hopeful of seeing some really strong impacts from the work over the coming few years.”