Welsh True Taste Awards Scrapped

Instead, the awards, which were established ten years ago, will be replaced by a new scheme which will focus on distinctive branding and spreading awareness of Welsh produce.

Alun Davies, the food minister for Wales, said, “The Government’s agenda has a strong focus on business growth and development and the True Taste Awards, with their focus on product taste, were not designed to address this priority.

“The provenance of Welsh food and drink is of paramount importance in branding and this should be clearly understood by the consumer. It is apparent that although True Taste has had a number of positive aspects over the years, it is not doing enough in this respect and is not going to meet the industry needs going forward.

“Our national emblems such as our flag will have a prominent place in this activity and help make our marketing distinctive and effective. This is a trade identity rather than a consumer brand and I believe that it is instantly recognisable, obviously Welsh and modern in approach.”