The Welsh government has pulled the plug on the True Taste Awards.
Food minister Alun Davies said the awards focused largely on product taste, whereas the government’s priority was on business growth and development. “The provenance of Welsh food and drink is of paramount importance in branding and this should be clearly understood by the consumer,” he said.
“It is apparent that although True Taste has had a number of positive aspects over the years, it is not doing enough in this respect and is not going to meet industry needs going forward.”
Davies will now hold a review on how Welsh food and drink could be promoted more effectively in the future.
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