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Identity matters. It strengthens us to know who we are; and helps the world recognise what we do best, writes Lord Dafydd Wigley.

That’s why we wear daffodils on Saint David’s Day; and this Sunday will remember Owain Glyndŵr.

My identity is straight-forward. My nationality is Welsh; and I’m a citizen of Europe.

We Welsh people are proud of our flag, particularly when Gareth Bale or Geraint Thomas drapes it around their shoulders following famous triumphs.

Our identity isn’t a commodity which is at other people’s disposal – be they governments or large companies.

Yet that’s what we’ve witnessed in Wales this summer.

A glaring example was at the Agricultural Show at Llanelwedd.

The main food-hall, normally the showcase for Welsh food, was taken over by Union-Flag emblazoned “Food from Britain”.

This was apparently demanded by DEFRA, the Whitehall department in charge of farming in England. DEFRA isn’t responsible for Welsh agriculture.

This reflects the UK Government post-Brexit strategy, of clawing back devolved functions, such as agriculture, to be controlled by Westminster.

Anglesey AM Rhun ap Iorwerth was spot-on in challenging the undermining of the “Brand-Wales” identity of our food products; and Mrs May’s attempt to reverse devolution.

He’s tabled questions to Welsh Government ministers which he’ll pursue in the new Assembly session.

The deafening silence of Wales’ Government on this issue raises concerns about their willingness to fight Wales’ corner.

I’ve witnessed – at Westminster and Cardiff - significant efforts to promote food from Wales over two decades.

The National Assembly and Wales’ food industries have invested heavily in marketing the Welsh brand.

What was witnessed in the Show is now evident on supermarket shelves throughout Wales. Union Flags are plastered across lamb, beef and chickens.

In my local store in Caernarfon we even had daffodil bulbs – Wales’ national emblem – sold in Union-flag packaging.

(Image: Stacey Oliver)

However, tellingly, in the same store, Welsh language promotional material didn’t feature the Union flag!

Branding is a vital part of marketing. Welsh lamb is a brand in its own right, as is Scotch Whisky or Devon Cream.

The red, white and blue Union Flag depicts the crosses of St George, St Andrew and St Patrick. The cross of our Dewi Sant is omitted.

I’ve nothing against the Union Flag… in its appropriate place. If people want to wave it at the last night of the proms in the Albert Hall, fair enough.

It’s simply not a flag on which Wales is represented.

If it’s flown in Wales, such as on government buildings, it should be side-by-side with the Welsh Dragon and European Union flags.

If the Union flag is specifically designed not to represent Wales it’s hardly surprising if we return the compliment – and don’t regard it as a flag which represents us.

But when it is used deliberately to subvert the marketing of our own products in our own country, the time has come to call a halt – before our identity is smothered in a post-Brexit frenzy of Union-Flag-waving myopia.

Annual lecture, “Owain Glyndŵr, Wales and Europe” by Dafydd Wigley; Galeri, Caernarfon; 5.00pm, Sunday 16th September.