True Taste Award Winners stand out at Tesco

From Brew Wales

In order to help its customers locate quality Welsh produce, Tesco is launching new signage in 29 superstores and 15 Tesco Extra stores right across Wales. Six award-winning True Taste producers, a Welsh Assembly Government brand, have been selected to feature on the new signage in Tesco supermarkets which will feature on shelves up and down the country. They include two of Wales' best breweries, Brains and Tomos Watkin.
Other food producers include Edwards of Conwy, Cadog, First Milk and South Caernarfon Creameries.
The Minister for Rural Affairs, Elin Jones, says, “One of the priorities of the Welsh Assembly Government is to make it easier for consumers to buy food and drink produced in Wales, and this new signage will significantly help in achieving that goal.
“Local sourcing of food and drink is one of our priorities as set out in One Wales and the Local Sourcing Action Plan. The Plan aims to support local food and drink producers as well as assisting them in their efforts to access local markets. The Plan also aims to help Wales maintain high standards in food safety, develop local food cultures and reduce “food miles”.”
The signage, which is of post-card size, will include some background information and a photograph of each producer along with the True Taste logo.
Mark Grant, Tesco’s Senior Buying Manager for Wales, explains, “These producers are producing award winning products that carry the True Taste logo, which are recognised by consumers and the food and drink industry as a sign of excellence.
“Our customer research tells us that people are increasingly looking out for regional and local produce and we are delighted to be able to offer them a wide range of local Welsh products.”

Statistics show that people are far more interested in food production, provenance and buying British than ever before. Research shows that 84% of customers claim they would buy more locally sourced products if made available to them in supermarkets and that 32% of people view local food as a way to take positive steps for the environment. Tesco launched a local sourcing initiative in 2008 and has 450 regional products in its Welsh stores. 

The Wales the True Taste Awards were founded in 2002 and are managed by the Welsh Assembly Government.  The awards scheme recognises and rewards quality and excellence in Welsh food and drink.  Year-on-year the True Taste Awards grow in strength and popularity and are regarded as the 'Oscars' of the Welsh food industry.  For further information about the Wales the True Taste awards please visit: www.walesthetruetaste.co.uk / www.truetaste.tv

True Taste Awards 2009

It's that time of the year again when the Welsh Assembly Government announce the True Taste awards. The awards were presented last night (Thursday) at the historic market hall in Abergavenny. Although one producer did decide to ignore the embargo and announce they had won an award the day before via Facebook.

Now in their eighth year, the Welsh Assembly Government managed awards reflect the increased demands from consumers for locally sourced produce along with those of the export market place. The 2009/10 awards has seen some 860 entries from over 400 companies – over half of producers in Wales.

he independently judged awards were founded to recognise and reward quality and innovation across the food and drink and hospitality sectors.

This year there were 18 award categories catering for all areas of food and drink production, retail and hospitality sectors as well as a new Export Achievement Category, which was won by The Anglesey Sea Salt Company.

Rural Affairs Minister, Elin Jones said, “The Wales the True Taste Food and Drink Awards are a tremendous showcase for the Welsh food and drink industry.
Once again the Awards have highlighted just how much high quality food is available here, and I congratulate all those who have received awards.

“Earlier this year I launched our Local Sourcing Action Plan which encourages us all to buy more Welsh food. There are so many benefits to buying local: from reducing food miles and supporting the local economy, to the reassurance that comes with knowing where our food comes from and how it has been produced.

“While our Food Tourism Action Plan is all about improving visitor experiences in Wales as a destination where high quality and distinctive food is widely available in our cafes, restaurants, pubs, hotels and guesthouses.

“We want to ensure that our visitors are provided with an exceptional food experience based on locally sourced and distinctive food. In 2008 the first category for Food Tourism Destination was included in Wales the True Taste Food & Drink Awards and this year’s winners – Pembrokeshire County Council - will help raise awareness of the excellence of Food Tourism outlets throughout Wales.”

A number of companies scooped more than one award; among them were South Caernarfon Creameries, Penrhiw Farm Organic Meat, Oaklands Organics, Gill’s Plaice, Greta’s Wholefoodies, and Hafod Welsh Organic Cheddar. It was a good night in particular for Primrose Organic Centre which won awards in several categories.

While the main award of the night, the True Taste Champion was awarded to Deiniol ap Dafydd of Blas ar Fwyd Cyf in Llanrwst.

Full list of winners is available here

As usual Brew Wales have sifted the results for the interesting ones:

Non-alcoholic drinks:

SILVER - Ty Bryn Cider

Ty Bryn apple juice -

Ty Bryn, Upper House Farm, Grosmont, Monmouthshire, NP7 8LA. Tony also makes cider which is why he gets a mention here!

Alcoholic drinks:

GOLD Evan-Evans Brewery
Cwrw Evan-Evans

SILVER - The Hurns Brewing Company Ltd

Tomos Watkin's cwrw gaeaf (Winter Ale)

BRONZE - SA Brain & Co Ltd

Brains dark

Eating out in Wales -

Restaurants, pubs & hotels:

GOLD - The Crown at Whitebrook - Overall &

South East Wales Regional Winner

BRONZE - Ynyshir Hall

Mid Wales Regional Winner

BRONZE - Tyddyn Llan

North Wales Regional Winner

BRONZE - Cwtch

West Wales Regional Winner

Local Sourcing Initiative:

GOLD - Riverside Community Markets Association

(Riverside Markets, Roath Real Food Market, Newport Farmers Market) Plenty of local brewers and cidermakers at these events

Export Achievement:

GOLD - The Anglesey Sea Salt Company

SILVER - The Hurns Brewing Company Ltd