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 brings together activity already under way across Wales, including work by Food Sense Wales and 22 Local Food Partnerships—one in every Welsh local-authority area. These partnerships help deliver the Wales Community Food Strategy.
Published in 2025, the strategy seeks to strengthen local and community food systems, increase the availability and consumption of healthier, sustainably sourced local food, and improve community wellbeing.
The Welsh Government aims to increase public-sector spending on food of Welsh origin by at least 50% by 2030, and Rooted in Wales reinforces that commitment.
Supporting local producers and communities
Rooted in Wales connects the people and organisations involved in food across Wales: farmers, growers and fishers; manufacturers and food businesses; retailers and shoppers; and communities.
Its practical priorities include sourcing more Welsh ingredients, choosing local and seasonal food, reducing food waste and unnecessary packaging, and strengthening local economies.
A long-term vision for Welsh food resilience
By treating food as a connected system, the campaign moves beyond individual consumer choices and shows how action in one part can support progress elsewhere.
It asks people, businesses and communities to help build a fairer and more resilient food system for Wales.
Sources
Business Wales — Choose food that’s ‘Rooted in Wales’
Welsh Government — Wales Community Food Strategy
Food & Drink Wales — Rooted in Wales
