A joint survey by Hybu Cig Cymru - Meat Promotion Wales (HCC) and the Welsh government has revealed the majority of shoppers in Wales are 'keen to purchase' Welsh beef to support local farmers.
The research also showed the most positive associations that shoppers had of the PGI Welsh Beef brand were that it was homegrown and high quality.
80% of respondents were keen to buy Welsh Beef and a majority also said that freshness, low food miles and superior taste were also factors in that choice.
90% said they would always choose Welsh Beef if there was no difference in price, but 'many' also said they would be willing to pay extra for top quality local produce.
The survey's findings were revealed in an online cross-industry meeting, hosted by HCC and scientific product origin experts Oritain.
Rhys Llywelyn, HCC market development manager, said: “Understanding the origin of foods is perhaps more important than ever for many consumers. Welsh Beef has a positive story in terms of people’s trust in our farming methods, and appreciation of the meat’s quality.
“In order to be able to promote this brand, consumers have to have confidence that what they buy is what they get, and we’re delighted to be partnering with Oritain to give an extra layer of scientific verification which puts Welsh red meat among the best in the world in terms of traceability.”
In 2018, HCC formed a pioneering partnership with Oritain in the protection of Welsh Lamb to authenticate genuine products through forensic science. Last month, it was announced the programme would be extended to include Welsh Beef.
This story was originally published on a previous version of the Meat Management website and so there may be some missing images and formatting issues.
