'Rooted in Wales' is a call to collective action: a recognition of the relationship Wales has with its food system and creating lasting change where everyone has their part to play.
The Welsh Government is committed to increasing public sector spending on Welsh food and suppliers by at least 50% by 2030, and ‘Rooted in Wales’ supports and amplifies this existing ambition.
The campaign takes a whole‑system approach of food in Wales, moving beyond individual choices to highlight how different parts of the food system connect and reinforce one another. ‘Rooted in Wales’ supports and connects:
- Welsh farmers, growers and fishers producing high quality food
- Welsh manufacturers and food businesses sourcing more Welsh ingredients
- Retailers and shoppers choosing local and seasonal food
- Communities coming together to grow, share and celebrate local food, strengthening food security
- Collective call to action to reduce food waste, unnecessary packaging and strengthen local economies
The Welsh Veg in Schools initiative, co-ordinated by Food Sense Wales and supported by Castell Howell, has grown to cover 12 local authorities across Wales since 2022 and has provided over 1 million portions of locally sourced, organic vegetables for Welsh schools.
Edward Morgan, group environmental, social and governance (ESG) manager for Castell Howell, said: “We see Welsh Veg in Schools as a way of helping improve existing infrastructure within the Welsh horticultural industry, by finding a viable route to market for locally grown vegetables.
“As a company, we supply most of the ingredients for an estimated 850,000 school meals per week, so we’re fully aware of the changes required to nutritional standards, whereby there will be an increasing need for vegetables to be a core part of the meals. This definitely provides an opportunity for growth.”