Our food and where it comes from is something we may have taken for granted in the past. Now there's much more focus on quality and the growing trend for sourcing and buying local.
Food and agriculture is a key sector for the Welsh economy turning over £5.2 billion a year and supporting 45,000 jobs.
Today the Welsh Government launched a strategy to grow sales by 30 % by 2020. It's launched an independent body the Food and Drink Wales Industry Board to help deliver it.
Our Business Correspondent Carole Green has been talking to producers from across Wales.
Food manufacturers like Deiniol ap Dafydd agree there's a need for direction. He runs a multi-million pound distribution business from Llanwrst and says Wales has been standing still.
Ireland is already ahead - it launched its food strategy four years ago. It's also a big investor in the industry in Wales.
The Welsh food and drink sector has been growing by 6 % a year. Today's action plan is designed to beef up that expansion by the end of the decade...