As a headline sponsor for this year's True Taste / Gwir Flas Wales Food and Drink Awards, ASDA takes its commitment to providing consumers with local produce very seriously. With 11 stores in South Wales and four in North Wales, ASDA's dedicated local sourcing team focuses on one store at a time in order to satisfy customer demand for locally produced food.
Jonathan Moore, ASDA's development chef and True Taste judge said: "We are proud to sponsor these awards as we are committed to supporting local producers and highlighting the best of Welsh food.
"This isn't just window-dressing, there is a sound business reason why retailers should take local products more seriously. We've estimated there is a £160 million business opportunity each year."
Local products have been the number one request from ASDA customers over the last year. That is why the supermarket launched its Best of Wales range, which has already gone straight to the top of customers' shopping lists.
Jonathan added: "Not only does local sourcing mean we can reduce the number of miles food has to travel before it reaches our stores, but it also enables our customers to support food producers in their local community."
In April the supermarket also launched a 'Buy Welsh' campaign under the banner: Good, Honest Value - Celebrating Homegrown Produce, with the aim of increasing sales for its farmer suppliers, whilst educating customers about where their food comes from. During November the True Taste roadshow will be at ASDA stores across Wales showcasing produce from winners of the True Taste / Gwir Flas Wales Food and Drink Awards 2002-3.
The roadshow kicks off at the ASDA store in Cardiff Bay on Thursday November 6, then travels to stores in Llanelli (November 7); Swansea (November 8); Aberdare (November 9); Merthyr Tydfil (November 10); Caerphilly (November 11); Blackwood (November 12); Cwmbran (November 13). The roadshow then stops off at the Celtic Manor Resort on the day of the True Taste / Gwir Flas 2003-4 Awards' Ceremony on Friday November 14, before going on to visit stores at Dyffryn, Newport (Nov 15), Cardiff Gate (Nov 16) and Coryton, Cardiff (Nov 17).
The roadshow will be outside each of the stores between 10am and 5pm each day, where visitors will be able to sample True Taste award-winning produce available in ASDA stores.
The True Taste / Gwir Flas Awards are a Welsh Development Agency (WDA) initiative designed to celebrate the Welsh food and drink industry. This year's winners will be revealed at the televised awards' ceremony, which will be held at the Celtic Manor Resort Hotel, Newport, on Friday November 14, 2003 at 6.30pm.
Tickets are available for all to buy at a cost of £50 or in tables of 10. To buy tickets please call Catrin Mears on 029 2030 4050 or e-mail catrin.mears@merlin-digital.co.uk. You can also find more information on the website at www.walesthetruetaste.com
This year's True Taste / Gwir Flas Wales Food and Drink Awards are sponsored by ASDA, HTV and Hybu Cig Cymru / Meat Promotion Wales with supporters National Farmers' Union Cymru / Wales, Farmers' Union of Wales and Capper & Co.
