Challenges ahead: Rural Affairs minister Elin Jones has launched a consultation looking at the future of the food and farming industry.

A growing demand for quality local produce is a golden opportunity for the farming and food industry which must be seized, rural affairs minister Elin Jones has said.

Launching a consultation on the long-term future of the farming and food industry in Wales, the minister said it was important that the industry was aware of and met the needs of its customers.

Elin Jones said: "Agriculture is essentially about the production of food. It is also about land management and safeguarding the environment. There are challenges ahead on both these fronts for the industry.

"The aim of this strategy is to achieve a more profitable future for farming and the food processing industry, while safeguarding the environment and maintaining the vitality and prosperity of our rural communities.

The Farming, Food and Countryside - Building a Secure Future strategy outlines a number of proposals, including encouraging strong Welsh branding, training for farmers on how to market their produce, supporting more farmers to collaborate and providing a wider variety of produce.

Challenges highlighted in the document include dealing with food supply and demand, and climate change.

Opportunities include the potential for Wales to be seen as producing a variety of high quality Welsh-branded food and for farmers to work together to effectively market their produce.

Achieving a more profitable future for farming and the food industry, dealing with the effects of climate change and encouraging innovation are among the aims of the consultation.

Elin Jones added: "Food production remains vitally important and in Wales we must consider how we strengthen and secure our food industry to ensure we enhance our reputation for quality produce. The strategy outlines proposals explaining how this can be done by supporting local food processing and integrating supply chains.

"As land managers farmers play a key role in safeguarding our countryside. Wales has a major opportunity to embrace a more sustainable approach to land management, and take account of the impact of climate change.

"Innovation is the life-blood of any industry and farming is no exception. Innovators must be encouraged to develop and become a powerful force for change. This can relate to production, the environment or how farmers work together and with others in rural communities and the strategy outlines proposals to advance innovation."

The consultation highlights challenges faced by the food and farming industry and opportunities which must be grasped to secure its future. The strategy follows the publication of a report which recommended a number of changes to Wales' farming industry.

Elin Jones said: "Produce seen as Welsh and the production of a wider variety of produce by the industry is important for the future," she said.

"Wales has the opportunity to take advantage of the promotion of healthy eating and the growing call for local produce.

"It is important farmers know who their customers are, what they want and how to meet their needs. That is key to the future of the industry.

"We all know what the challenges are. We must also grasp the opportunities. I would now ask those in the industry to take part in this consultation so that we can work together on securing the future for Wales food and farming industry."

Farming, Food and Countryside - Building A Secure Future will be out to consultation until Monday, September 8th.

It is available on the Welsh Assembly website: www.wales.gov.uk/farmingandcountryside.

3:03pm Monday 30th June 2008

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