Food scams break a sacred trust with consumers

If you ordered lamb on a menu and it made a point that it was from a farm in Hampshire, that is exactly what you would expect.

And you would be surprised to discover it was actually from New Zealand.

But it is a discovery made recently – among others – by local authorities. And, more worryingly for Welsh farmers, they also discovered in one area that about half the lamb sold as Welsh didn’t actually come from Wales.

In a day and age when the provenance and authenticity of food is a major selling point, the temptation to “add value” by being less than truthful about its origins must be increasing.