‘Wales the True Taste’ is a brand which promotes the very best food and drink that Wales has to offer. Managed by the Welsh Government, it aims to raise awareness of Welsh food and drink among consumers and increase the consumption of Welsh food by the hospitality industry and the public sector in Wales.


One of the main ways this is accomplished is through the annual Wales the True Taste Food and Drink Awards, regarded as the “Oscars” of the Welsh food and drink industry. A rigorous judging process identifies the best food and drink produced in Wales and the top places for eating out in the nation. The winners can brand their products and establishments with the True Taste logo, a symbol of excellence. Find out more in the Awards area of this site.

Other activities include:

■ the True Taste stand taking Welsh companies to exhibit at trade and consumer shows

■ the support of True Taste food festivals

■ the production of the ‘Directory of Food and Drink From the People of Wales’ and the annual True Taste Magazine, distributed to over 50,000 people

■ the touring True Taste Kitchen

■ working in partnership with the Wales Millennium Centre to promote the brand through its ffresh restaurant and bars.

Wales the True Taste features in all of our activities. It is designed to bring Welsh food and drink to the notice of more people in more places, both at home in the UK and overseas, enabling even more people to enjoy it.

Why is this activity important?

Food and drink is important to Wales. Not only is it a big part of our daily life, it is a vital part of our culture and its agricultural production has formed much of our landscape.

Nowadays the sector is a significant employer - over 55,000 people work in the industry. To safeguard and expand the industry, we need to develop the market and promote sales. Wales the True Taste activity continues year round with this aim in mind.

We have a lot to be proud of and we shouldn’t keep it to ourselves. Wales the True Taste celebrates the food and drink that we produce and brings it to an even wider audience.