Welsh Government campaign boosts support for local Welsh food producers

A major new push to strengthen Wales’ food system is underway following the Welsh Government’s launch of the ‘Rooted in Wales’ campaign, a nationwide initiative focused on increasing support for Welsh food producers, growers and fishers.

Launched in March 2026, the campaign was created to bring together every part of the Welsh food system — from primary producers and manufacturers to retailers, communities and households — under a shared commitment to prioritise food produced in Wales.

Rather than focusing solely on individual consumer choices, the campaign takes what Welsh Government describes as a whole-system approach, linking local sourcing to wider goals around sustainability, economic resilience, healthier communities and reduced environmental impact.

How the initiative came about

The campaign builds on several years of policy development around food resilience and local sourcing in Wales. It closely aligns with the Welsh Government’s Community Food Strategy, published in 2025, which aims to strengthen local food systems, improve healthy food access and support Welsh producers through stronger infrastructure and policy support.

It also supports existing commitments to increase public sector spending on Welsh food suppliers by at least 50% by 2030, helping create larger, more stable markets for local businesses.

The rise of Local Food Partnerships across all Welsh local authority areas has further laid the groundwork, creating community-led networks designed to improve food access, reduce food poverty and strengthen supply chains.

Supporting local producers and communities

Welsh agriculture, fishing and food production remain vital to both the economy and cultural identity of Wales. Campaigns like Rooted in Wales may help increase visibility for local produce ranging from Welsh Lamb and Welsh Beef to artisan cheeses, seafood, baked goods and speciality products.

Improved awareness could help smaller producers compete more effectively while giving households greater opportunities to access fresh, local and seasonal food.

Choosing Welsh produce can also support shorter supply chains, reduced food miles and stronger rural economies, all of which are becoming increasingly important as sustainability concerns continue to shape food choices.

A long-term vision for Welsh food resilience

The campaign represents more than a short-term promotional effort. It reflects a broader ambition to strengthen food security, retain more economic value within Wales and preserve local food heritage while supporting innovation.

As local sourcing becomes increasingly central to food policy, Rooted in Wales could play a significant role in shaping how Welsh food is produced, distributed and valued for years to come.

Sources:

• Welsh Government / Rooted in Wales campaign

• Welsh Government Community Food Strategy