The Value of Welshness: How Provenance Can Elevate Your Brand

What Does Welshness Mean to Shoppers?

When people think of Welsh products, what comes to mind? Rolling green hills, family farms, traditional craftsmanship, and a sense of authenticity. Welsh food and drink are not just products—they tell a story. A story of local pride, sustainability, and quality.
Recent research from Food & Drink Wales has confirmed what we’ve long known—Welshness is a powerful selling point. A 2024 survey found that:
•    82% of UK shoppers prefer Welsh products when given a choice.
•    Consumers associate Wales with freshness, quality, and natural produce.
•    Welsh branding adds credibility and helps products stand out on crowded shelves.
For businesses, this presents a golden opportunity. But are you making the most of your Welsh identity?

Why Welshness Sells: The Emotional Connection

Consumer choices are often driven by emotion, nostalgia, and trust—and Welsh brands can tap into all three.
✔ Freshness & Naturalness – The Welsh landscape is widely seen as unspoiled, green, and natural. This perception strengthens the appeal of farm-to-table produce, artisanal goods, and sustainable brands.
✔ Craft & Heritage – Wales has a long tradition of artisan food, handcrafted drinks, and unique regional specialities. Shoppers value this heritage and associate it with authenticity and quality.
✔ Sustainability & Ethics – Consumers today care about where their food comes from. The Welsh food and drink sector is built on values of great animal welfare, responsible sourcing, and environmental sustainability—all factors that influence modern purchasing decisions.
✔ A Sense of Place – Welshness is more than a label. Shoppers connect it to holiday memories, a slower pace of life, and a sense of community. When a brand successfully evokes these emotions, it builds loyalty and trust.

But Here’s the Catch…

While research shows that Welshness is a key motivator, many shoppers don’t notice Welsh cues on packaging. Studies using eye-tracking technology found that while consumers emotionally support Welsh products, they often fail to spot them in stores (Food & Drink Wales, 2024).
This means brands need to communicate Welshness effectively—without being too subtle or too over-the-top.

How to Use Welshness to Strengthen Your Brand

1. Get Your Branding Right
•    Shoppers expect quality, not gimmicks. Research shows that:
•    The Welsh Dragon is a strong visual cue—but if it dominates the packaging, it can feel "touristy" or low-quality.
•    The Welsh language adds authenticity but should be used in a way that’s accessible to non-Welsh speakers.
•    Place names add value (e.g. Snowdonia Cheese, Pembrokeshire New Potatoes, Glamorgan Sausage), reinforcing trust in provenance (Food & Drink Wales, 2024).

2. Highlight What Matters to Consumers
Shoppers care about:
•    Safe, high-quality food – This is a baseline expectation. Any failure here is seen as a brand disaster.
•    Product sustainability – 86% of consumers say it’s important, but less than half would pay extra for it.
•    Ethical production – Consumers value animal welfare, natural ingredients, low road miles, and eco-friendly packaging (Food & Drink Wales, 2024).
Your marketing should reflect these values—but make sure it feels authentic and is not seen as just a marketing ploy.

3. Know Your Target Market
Different audiences engage with Welshness in different ways:
•    Welsh shoppers have a deep emotional connection with buying local.
•    English shoppers see Wales as a source of fresh, natural, small-scale produce.
•    Border shoppers are a key demographic—many associate Wales with high-quality provenance foods.
This means how you position your Welsh branding might differ depending on where you’re selling (Food & Drink Wales, 2024).

4. Tell a Story, Not Just a Slogan
Shoppers love a personal connection. Instead of just saying a product is Welsh, brands should:
•    Share the story of the farm, family, or producer behind it.
•    Showcase the landscape—why does being from Wales make your product unique?
•    Use real imagery—farmers, food makers, and food in its natural environment.

The Business Case for Embracing Welshness

Adding Welshness to your brand isn’t just about patriotism—it’s a smart business move. Research from Food & Drink Wales (2024) shows that:
•    68% of Welsh shoppers and 33% of English shoppers are more likely to buy a product if it highlights its Welsh identity.
•    This effect is particularly strong in the mid-tier market, where incorporating Welsh branding can make products stand out in competitive retail spaces.
•    Even in premium-tier markets, 64% of consumers see Welshness as an advantage, reinforcing the idea that provenance and authenticity add value at every price point.
By strategically leveraging Welsh branding, businesses can boost sales, build consumer trust, and create stronger emotional connections with their audience, ultimately helping them thrive in a crowded market.

Final Thoughts: This St David’s Day, Celebrate Welsh Business

Welsh food and drink have a story to tell, a reputation to uphold, and a market to grow. Whether you’re a producer, retailer, or artisan maker, embracing your Welshness can help differentiate your brand, increase consumer trust, and strengthen emotional connections with shoppers.
This St David’s Day, let’s celebrate and support Welsh businesses. If you’re looking for expert guidance on branding, marketing, and business strategy, Landsker Business Solutions is here to help.

Happy St David’s Day!