Tesco offers a taste of Wales

Shoppers to Welsh Tesco stores will get a true taste of Wales during the next two weeks as the supermarket throws its weight behind Welsh Food Fortnight (20 September – 5 October 2008).

The Welsh Assembly Government’s True Taste Wales Roadshow will be travelling around Tesco stores to show shoppers just what mouth-watering meals can be made from Welsh produce.

And local suppliers will be visiting their closest Tesco store to offer customers the chance to sample food and drink produced on their doorstep. Welsh brands such as Cadog cheese, Mr Creemy icecream, Brace’s bread, Brains beer, Calon Wen organic milk, Colliers cheddar, Llaeth y Llan yoghurts and Penderyn whisky are all taking part.

Food consultant, Nerys Howells, will be at the road-shows demonstrating the versatility of Welsh food through cooking delicious, mouth watering dishes.

Tesco has seen sales of locally produced items such as bread, meat and eggs rise 40 per cent this year, as consumers demand more locally sourced food.

It launched a local sourcing initiative last year and has 3,000 regional product lines in its British stores. [

Tesco’s success reflects a boom in demand for locally sourced products. The Institute of Grocery Distributors (IGD) estimates the market to have grown 15 per cent to £4.3 billion in the past three years and believes that it could be worth £5.7 billion by 2012.

Wynfford James, Head of the Welsh Assembly Government’s Food and Market Development Division, says that more people are buying local food because they feel it is fresher, tastier, helps the environment by cutting food miles and supports the local economy.
“Our True Taste Wales Food and Drink Awards have helped to publicise the sheer quality and diversity of food made in Wales. Award winners can use the True Taste logo which makes it easier to shoppers to identify top quality Welsh food,” he says.

Mark Grant, Tesco Senior Buying Manager for Wales says:

''The two week sampling road show in Welsh Tesco stores is a celebration of food produced here in Wales. It's giving our customers the opportunity to come and try an amazing range of food and drink before they buy. We are very pleased to be able to support Welsh Food Fortnight and help raise awareness of the quality products in Wales.''

The road show will be at the following stores on these dates:

Swansea 24, 25, 26 September
Maesteg 27 and 28 September
Pontypridd 29 and 30 September
Bangor 2 and 3 October
Chester 4 and 5 October