More needs to be done to convince consumers that food is not expensive, says NFU vice-president Paul Temple.
His comments came after a consumer study carried out by the grocery trade revealed that only 3% of people thought food was cheap.
“That means the majority of people think food is expensive,” he told NFU Cymru’s council meeting in Builth Wells last week (15 January).
“We realise it isn’t expensive, so there is a real necessity for us to try and get across the message that British farmers and Welsh farmers are working for the benefit of farmers especially in a period of recession.”
Mr Temple said it was important to stress to the public that British farmers would continue to deliver affordable food if the public kept them producing.
He added that Wales produced 25% of UK lamb, which was good news for the rural areas, as money coming in through the market place would be spent in, and stimulate, the rural economy.
Mr Temple also said the government could help out the industry by tackling its “appalling” public procurement record by sourcing 100% UK food.