The 10th annual Wales the True Taste Food and Drink Awards will this year be held in North Wales on Thursday October 20th, it was announced today (9th March).
It will be the first time the Welsh Assembly Government managed awards have been held in North Wales, and the awards ceremony will take place at Venue Cymru in Llandudno.
The launch of the 2011-12 competition was held at Conwy Quay, where details of the 10th anniversary awards were outlined by Dr Haydn E. Edwards, chair of the Food & Drink Advisory Partnership.
Launching this year’s awards, Dr Edwards said, “When the Wales the True Taste Food & Drink Awards were launched a decade ago the aim was to give public recognition to producers excelling in their sectors and to raise the profile of Welsh food and drink throughout Wales and beyond.
“These ambitions have now been realised and the Awards have grown in popularity and stature, and now in their tenth year the Awards have become a by-word for excellence and an aspirational benchmark for producers.
“Recognised by trade and consumers alike True Taste is an integral part of the Welsh Assembly Government’s food strategy ‘Food for Wales, Food from Wales 2010-2020’ which gives both industry and citizens the best possible foundation to meet the challenges ahead.”
Today’s launch also included a visit from the True Taste kitchen and Conwy Farmers’ Market which featured many past award winners, testament to the growing number of winners from the region.
Restaurateur and food broadcaster, Simon Wright who is the current True Taste Champion, paid tribute to the increasing quality of Welsh produce.
“The Welsh food offering continues to flourish thanks to the tireless enthusiasm and passion of the people working in the sector and every year we witness another leap forward in the variety and quality of the Welsh food offering .
“The True Taste Awards have been both a catalyst in the Welsh food revolution and a showcase for its riches. In many ways it is the shop window of the great Welsh delicatessen.”
This year’s awards ceremony coincides with the annual North Wales celebration of all things foodie – Gweldd Conwy Feast (22-23 October).
Councillor Dilwyn Roberts, Leader of Conwy County Borough Council, welcomed the hosting of the True Taste Awards in Llandudno.
“We are delighted to welcome this prestigious event to North Wales and especially to the County Borough. We are looking forward to attending what I am sure will be a very successful event.
“It’s a pleasure to see how the Wales the True Taste Food and Drink Awards help promote what the rural economy has to offer and builds an awareness of the many Welsh food and drink products North Wales produces.”
This year there will be 16 categories* (see notes to editors) in the independently judged awards which aim to cater all areas of the food and drink production, retail and hospitality sectors.
Those wishing to enter should visit the website on www.truetaste.tv
The closing date for entries is April 15th 2011.
TEN YEARS OF WINNERS
Now in their tenth year the True Taste Awards honour excellence and innovation in the Welsh food and drink and hospitality sectors.
The past decade has seen companies large and small honoured, with many growing in size and reputation.
Gower Cottage Brownies made its first foray into the True Taste Awards in 2007/08 and has scooped an award every year since.
Kate Jenkins’ Gower based business has blossomed, with her award-winning range of brownies a hit at home and abroad.
Being a True Taste winner she says is: “The best thing that has ever happened for my business, as a small producer it is great to have the support of True Taste and the Welsh Assembly Government in order to move my business forward so rapidly and so widely. The kudos that goes with the award is something I have used to build my brand and has ultimately seen my turnover double on an annual basis.”
www.gowercottagebrownies.co.uk
With eight major awards under their belts Jenny and Teifi Davies of Llwynhelyg Farm Shop at Sarnau in Ceredigion have seen their business’ reputation grow as a producer and retailer of top quality Welsh food and drink at a time when local sourcing and provenance are high on consumers’ lists.
Says Jenny, “Consumers are now much more aware of good Welsh products, and they want to buy tasty, quality food and drink from Wales. The True Taste awards definitely help to spread the word in Wales and beyond.”
While on a personal note she adds, “The Awards give us a great feeling and sense of pride and achievement, which is passed on to our customers. The competition also gives us the annual challenge to stay at the top in Welsh food and drink! “
Ruthin based artisan food producers, The Patchwork Traditional Food Company was a winner at the first True Taste Awards, and has gone on to win many more trophies including True Taste Ambassador in 2004-05 for Rufus Carter whose mother Margaret started the company nearly 30 years ago.
Entering the Awards takes commitment says Rufus, “It’s the annual Olympics for all Welsh Food and Drink producers and demands total focus and dedication and because of that True Taste motivates and inspires us to always push ourselves to be the best we can.”
Caws Cenarth struck gold at the very first True Taste Awards since then have amassed six gold and numerous silver and bronze awards. The latest award for the artisan cheese makers came in the 20010-11 competition when their Golden Cenarth won gold in the organic category.
The company’s winning ways were started by Thelma Adams, whose achievements were honoured with a True Taste Lifetime Achievement Award in 2007-08; and the success secrets have been continued by her son Carwyn.
Says Thelma, “Entering the Awards is now a must for Caws Cenarth and we also look forward to the constructive feedback we receive back from the judges. Winning has been of great benefit to us – it continues long after the initial press release as the True Taste team promote the winners at various events throughout the year.”
The Anglesey Sea Salt Company hand harvests sea salt from the Menai Straits blending it with spices and smoking it over Welsh oak.
The business started off with a saucepan of sea water on Alison Lea-Wilson’s kitchen Aga, and now Halen Môn sea salt is used by top chefs and restaurants across the world used in savoury and sweet dishes alike.
A holder of multiple awards, among its True Taste tally is the inaugural Export Achievement award which was introduced in 2009-10.
Says Alison, “ I think it’s a great way to celebrate the quality and variety of welsh foods; people no longer just expect lamb, leeks and laverbread but associate our food and drinks with purity, provenance and taste.”
Artisan millers, Bacheldre Watermill have their own True Taste memories, with a number of awards over the years for their traditionally milled flours.
Montgomery millers Matt and Anne Scott’s range of bread, home baking and speciality flours using UK grown wheat are a must for the home baking through to Michelin star restaurants.
“It is a mark of approval and recognition of our hard work by our peers in the industry, and we will be entering again.”
Ieaun Edwards was True Taste Ambassador 2005-6 and his companies Edwards of Conwy has won awards in the retailer and product categories from sausages to pies.
He believes being a True Taste winner benefits staff and customers. “It has an all round positive effect from product endorsement to team morale.
My customers are delighted to see a Welsh product winning an award and that it generates a lot of feel good and positive reaction. A truly positive experience!”
