Britain’s consumers increasingly fear a flood of inferior food imports after Brexit, a poll has revealed.
More than half of the 1,508 respondents (53%) were concerned that, after March 29, supermarkets will offer imported food that is farmed to lower standards than in the UK.
In the survey, conducted by BMG Research for Welsh meat body Hybu Cig Cymru (HCC), only 8% were not worried at the prospect.
Gwyn Howells, HCC’s chief executive, said the poll indicated that British consumers didn’t want food prices kept low at all costs.
“It shows that the British public really is concerned about the food they eat and that quality is high on the agenda,” he said.
To prevent food prices rising sharply, consumer groups argue that tariffs (taxes on imports) should be waived and free trade encouraged in the event of a no-deal Brexit.
Critics says this will encourage the shipping of sub-standard products and leave Britain’s farming sector vulnerable to cut-price commodities from overseas.
To safeguard UK agriculture, environment secretary Michael Gove has pledged tariffs will be applied to food imports.
This, and delays at Channel ports – caused by mandatory EU checks – could cause food prices to rocket if the UK crashes out of the EU with no trade deal.
HCC is primarily focused on retaining EU export markets, upon which Welsh lamb and beef are hugely dependent.
However, due to the current uncertainty, it has also launched a series of promotional activities in the domestic market.
While exports help underpin prices for Welsh meat, it remains the case that 60% of all Welsh Lamb is sold in England and 5% in Wales.
Mr Howells said: “The home market is still a highly significant market for PGI Welsh Lamb and PGI Welsh Beef and one that we can be sure will still exist after March 29.
“Therefore, it is important that we exploit the opportunity to drive growth and recognition of our quality produce on British soil.”
Over the St David’s Day period, the body is taking Welsh Lamb and Welsh Beef samples to direct to the headquarters of one of Britain’s most influential food retailers.
It’s also offering in-store sampling in supermarkets and expanding its partnerships with online bloggers and influencers.
A key issue is quality: HCC’s polling showed that consumers appreciate the high standards to which food is produced in Britain. Wales, with its grass-fed animals, wild landscapes and traditional, scores particularly highly.
In its survey, 53% of respondents believed Welsh lamb and beef is produced to higher environmental standards than in countries like Australia, the USA and South America.
Mr Howells said: “This poll shows what a strong brand we have in Welsh Lamb and Welsh Beef.
“Consumers will be looking to retailers to ensure they continue to provide meat produced to the highest standards of welfare and sustainability.”
