This research investigates the maintenance of food integrity and the importance and protection of provenance within Welsh produce on a global scale. Consumer trust within the food industry, production and distribution was threatened after the 2013 horsemeat scandal, leading to questions being raised surrounding extended supply chains. This research investigates food integrity within Welsh SMEs and how businesses manage these expectations while competing with the market drivers for cheaper but authentic produce. The values of provenance and protection are explored along with methods of delivery in relation to adding value and product differentiation, while maintaining consumer trust ultimately avoiding false assumptions over provenance and therefore protecting heritage.