Provenance key for Welsh shoppers
Provenance is increasingly becoming a factor in Welsh shoppers’ purchasing choices a study by Hybu Cig Cymru – Meat Promotion Wales (HCC) has revealed.
According to the study of 2,000 people, eight out of ten adults always read the labels to see where their food is coming from – with around 50% complaining that home-produced foods are not readily enough available.
Photo credit: HCC.
Commissioned to coincide with the inaugural ‘Llamb’s Day’ celebration of Welsh Lamb the study also revealed that nearly 70% of Welsh shoppers said they make a special effort to buy fresh food in season.
HCC consumer expert Elwen Roberts said: “With Llamb’s Day on 1st August we’d like to celebrate the best time of year to try the very finest locally-raised lamb – summer and autumn.
“It’s great to see that more and more people are paying attention to where their food comes from. Learning more about the source of ingredients we use is vital to preparing healthy and delicious meals.”
Despite a trend for consumers to buy cuts which can be cooked quickly, the study found that traditional fare still comes out on top when it comes to dinner time with the whole family.
A Sunday roast, cottage pie and meat and two veg were the most popular, with 23% opting for lamb as their favourite meat for a roast dinner.
‘Llamb’s Day’ kick starts a supermarket tastings tour, PR, advertising and social media activity for Welsh Lamb.
HCC will be holding events at locations throughout Wales during August, featuring free recipe booklets and opportunities to taste Welsh Lamb dishes.
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