WELSH ARTIST NATHAN WYBURN & ACTOR IWAN RHEON HIGHTLIGHT THE HIDDEN COST OF DEFORESTATION & HABBITAT LOSS IN EVERYDAY ITEMS THIS CHRISTMAS

Welsh Environment charity WWF Cymru raise awareness of the impact our shopping habits could have on global deforestation and habitat loss this festive season

Celebrated Welsh Artist Nathan Wyburn, famous for creating celebrity portraits with unusual materials has partnered with Welsh environment charity WWF Cymru to highlight the significant impact Welsh imports have upon the world’s most valuable habitats, such as the Amazon.

The artwork, unveiled at Ansh, Cardiff’s newly launched sustainable burger restaurant, uses certified sustainable products to highlight a shocking new report from charities WWF Cymru, Size of Wales and RSPB Cymru, which reveals that an area equivalent to 40% of the size of Wales is used overseas to grow Welsh imports of certain commodities. These include everyday items such as cocoa used in desserts, soy used in animal feed, palm oil in soap and cosmetics and imported beef.

Actor and Environmentalist – Iwan Rheon’s famous features have been bought to life using more sustainable versions of everyday products such as chocolate, meat and soap which can often contain ingredients that contribute to the destruction of global forests and overseas habitats, to draw attention to this issue. All food products used in the artwork were appropriately re-used to ensure there was no food waste.

Welsh consumers are often unaware that many of the products we buy and consume daily, include the hidden cost of deforestation and habitat loss taking place overseas. The artwork uses only ethically certified products to highlight the choice available to consumers so they can make informed choices and where possible use sustainable, certified versions of products.

Fortunately, new polling commissioned by WWF from Opinium Research, shows that nearly three quarters( 73%) of Welsh adults who celebrate Christmas will try to be more ‘environmentally friendly’ this year compared to last, with 31% of those polled inspired to act by recent news about the climate and nature crisis. 

Alarmingly, nearly a third of the land used overseas to grow commodities that are then imported into Wales is in countries at serious risk of deforestation, habitat loss and social exploitation. Habitat loss is accelerating global climate change and pushing thousands of species towards extinction, including the iconic Orangutans of Sumatra.

The charities say now is the time for Wales to put an end to our contribution to the destruction of valuable global habitats by eliminating habitat loss and deforestation in our supply chains. The report ‘Wales and Global Responsibility’ sets out the actions Welsh Government and individuals can take to achieve this.

What can we do as individuals?

• Reduce consumption of forest-risk commodities, for example by reducing consumption of processed foods

Check labels and buy ethically certified products where possible. For example, recycled or FSC-certified wood, furniture and paper; food, cleaning products and cosmetics (such as soap or bread) containing RSPO physically certified palm oil, , Fairtrade coffee and chocolate products, and certified organic or 100% pasture-fed high-quality meat, eggs and dairy products, such as Soil Association Organic or Pasture for Life.

Support local sustainable Farm to Fork supply chains Check available certified palm oil products resources:(). Processed foods, such as confectionery and spreads etc often contain hidden deforestation.

• Write to your local Member of the Senedd asking them to support our calls for Wales’ supply chains and commodity imports to be deforestation-free. Go to the WWF Cymru website to do this in a few easy steps!

• Demand greater transparency and action from your supermarket and favourite brands to ensure that the products you enjoy are not associated with deforestation, and/or social issues such as child or forced labour or the abuse of indigenous people’s rights.

Iwan Rheon said:

“I’m used to playing many parts but having my face immortalised in food by Nathan is certainly a new one for me and I’m proud to be the face to highlight this extremely important issue.  I think many people do not realise that they may be contributing to deforestation and habitat loss overseas simply through the everyday items they consume.”

“I hope Nathan’s spectacular artwork helps the Welsh public make informed choices about the products which they use and the part they can play in eliminating habitat loss and deforestation in Wales’ supply chains.”

Shea Buckland-Jones, Food, Land Use and Nature Policy Manager at WWF Cymru explains: 

“What we do here in Wales is having a significant impact on the world’s forests and habitats. Global forests not only provide an irreplaceable home for indigenous peoples, local communities and wildlife but play a crucial role in tackling climate change for our planet’s health and future survival.

An area of forest the size of a rugby pitch is lost every two seconds. 20% of the Amazon rainforest has been lost already. If a further 5% is lost, then it could trigger an irreversible tipping point where the Amazon will no longer be able to sustain itself as a tropical rainforest.

Deforestation and habitat loss in Welsh supply chains is not inevitable but a choice and we need to make that choice as individuals and as a nation by changing where possible how we buy, consume and invest. Polling data shows that some people in Wales are ready to adjust their shopping habits, where they can, over the festive season to help tackle the twin threat of climate change and nature loss.” 

Artist, Nathan Wyburn said:

“It’s been a huge pleasure collaborating with WWF Cymru on this project. Food art has become a staple in my work over the past decade, and admittedly I haven’t always considered sourcing sustainable products. Going forward I certainly will.

Using these products to raise awareness of the ongoing issue of what we import and consume in Wales and the impact these products are having overseas on habitat loss is a blunt but necessary task. Iwan is a great supporter of the cause so his portrait seemed most fitting!”

The official representation of the final artwork will be on display at Ansh Restaurant, on Cowbridge Road in the Victoria Park area of Cardiff for the foreseeable future.