President of the Culinary Association of Wales (CAW), Arwyn Watkins, issues a wake-up call to hospitality businesses as research from the Welsh Government Food and Drink Insight Programme reveals the growing importance of Welsh food and drink in customer preferences.
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Watkins stresses, “The pivotal question asked is: Does Welshness matter? The answer is a resounding ‘yes’,” emphasising that the value of Welsh heritage in dishes has seen a significant rise, with nine in 10 customers preferring dishes made with Welsh ingredients.
He notes a concerning gap, saying, “Only two-thirds of businesses recognise the significance of offering Welsh food and drink. This disconnect is a wake-up call; Welsh food and drink are far more important than many businesses realise.”
The research indicates that over half of guests want more local or Welsh items on menus, with 40% willing to pay a premium for dishes featuring Welsh ingredients. Watkins sees this as a golden opportunity for businesses to showcase Welsh produce and boost revenues.
Highlighting the impact on venue selection, he says, “Six in 10 visitors are more likely to choose a venue with Welsh products on the menu. This is a stark reminder that we’re losing customers by not embracing Welshness.”
Watkins concludes, “Welshness matters. It’s not just a badge of identity; it’s a powerful catalyst for sales and profit. Let us be proud of our heritage, embrace Welshness in our culinary creations, and proudly promote this in every dish we serve.”