Farming
Four Cymru saddles up as sponsor of the Royal Welsh Show 2025
FOUR CYMRU, the leading bilingual integrated international media, creative and communications agency in Wales, recently announced its sponsorship of the Royal Welsh Show 2025, Europe’s largest agricultural show.
Part of the wider Four Agency Worldwide international group, Four Cymru offers a pan-Wales reach delivering integrated marketing and communications campaigns with a strong focus on branding, creative design and digital media across many sectors in the industry.
“We’re proud to support this year’s Royal Welsh Show – a cornerstone event that honours the rich agricultural traditions and dynamic culture of Wales,” said Amelia Stevens, managing director at Four Cymru. “This sponsorship is a meaningful way for us to give back to our communities and celebrate what makes Wales so special.”
“As one of the sponsors of the show and the Food and Drink Village – Gwledd, we’re excited to continue our journey with the Royal Welsh Agricultural Society, having developed the Gwledd brand in 2023. It’s a privilege to see it come to life again this year and we look forward to connecting with stakeholders and visitors throughout the event.”
Attracting over 200,000 visitors, the prestigious Royal Welsh Show held annually at the Showground in Llanelwedd, Builth Wells, is a cornerstone of Welsh culture and agriculture, attracting thousands of visitors from across the country and beyond.
The Royal Welsh Show 2025 promises to be an exciting event, featuring a wide range of competitions, attractions, displays, activities, live music and shopping opportunities.
Two of Four’s founders are sisters, Nan and Einir Williams, who are originally from Llanidloes in Mid Wales. Einir, Four’s group managing director has fond memories of the Royal Welsh added, “The Royal Welsh is a key summer event for many people living in mid Wales. We went as a family mostly and by my teenage years I worked on the event in many guises – even driving an ice cream van one year! To now be part of shaping its experience through our work at Four is a real privilege.”
Nan Williams, group chief executive of Four Agency Worldwide said, “Supporting the Royal Welsh Show is not only a celebration of Welsh culture and rural enterprise, but a strategic investment in the future of our economy. The Royal Welsh is Europe’s largest agricultural showcase and an important event in the calendar. We pride ourselves on marketing Wales to the world with offices in Cardiff, London, Sheffield and then beyond in Abu Dhabi, Dubai and Riyadh.
“At Four, we believe in the power of partnerships that drive visibility, opportunity and growth for UK businesses. Our sponsorship of the Food and Drink Village reflects our commitment to championing producers and amplifying the voices of those shaping the nation’s food and farming landscape across Europe.”
Aled Rhys Jones, chief executive of the Royal Welsh Agricultural Society said, “We are delighted to welcome Four Cymru as a sponsor for this year’s show. Their support is invaluable, and we look forward to working together to make the 2025 Royal Welsh Show a memorable experience for all visitors.”
For more information about Four Cymru and our services, please visit https://www.four.agency.
Business
Pembrokeshire Roch BMV land horse menage plans allowed
RETROSPECTIVE plans for a Pembrokeshire horse menage have been allowed despite being on land of a quality which normally precludes development.
In an application to Pembrokeshire Coast National Park, Grant and Kayli Goddard, through agent Preseli Planning Ltd, sought retrospective permission to retain a horse menage on land South of Ferny Glen, Roch, works having been completed last March.
A supporting statement said one of the complications to the application was a predictive agricultural land classification changing the grade of the land from 3b to 2 as part of the most recent predictive classification.
Planning Policy Wales states that agricultural land of grades 1, 2 and 3a of the Agricultural Land Classification, often known as Best and Most Versatile (BMV) land, should be conserved as a finite resource for the future and should only be developed if there is an overriding need for the development and either previously developed land or land in lower agricultural grades is unavailable.
The supporting statement says there were mitigating factors, the holding being a mixed use one of forestry, agriculture and equestrian use, and development elsewhere on-site would potentially give rise to loss of sensitive green infrastructure and significant levelling and excavation works.
It added: “There is a need for the development inherent with the location of the stables, but also a need for the applicant for the wellbeing and health benefits of family members. The applicant lives and works a short distance from the site and therefore the site is the most logical location and essentially the only location for the development.”
It also said the area of the land “is small and insignificant within the wider land holding and extent of agricultural land in the locality”.
An officer report recommending approval said, following an agricultural land classification (ALC) report, the Landscapes, Nature and Forestry department of Welsh Government had been consulted regarding agricultural land quality.
“The department comment that a detailed ALC field survey is not practical or representative for such a small area (<1.0ha) especially in retrospect as soils have been disturbed on site. The ALC report therefore cannot be accepted as an accurate reflection of the land quality.
“The Landscapes, Nature and Forestry department consider that due to the small area of potential predicted BMV (0.12ha), exceptionally in this case the Department does not recommend the application of BMV agricultural land policy.”
The application was conditionally approved.
Community
New foal born at Dyfed Shire Farm as rare breed season begins
Suffolk Punch mare gives birth to strong colt foal ahead of May bank holiday farm opening
DYFED SHIRE FARM has welcomed its first foal of 2026, with a Suffolk Punch mare giving birth to a strong colt.
The new arrival was announced on Saturday by the Pembrokeshire farm, which said the foal is from mare Dixie and is doing well.
In a social media post, the farm said: “Mother nature working 100% as we would want.”
The birth will be seen as a boost for the farm and for supporters of traditional horse breeds, with the Suffolk Punch regarded as one of Britain’s rarest native working horse breeds.
Dyfed Shire Farm has not yet chosen a name for the colt and has invited the public to send in suggestions.
The farm is preparing to open to visitors over the early May bank holiday weekend, with opening times announced for Friday, May 1 from 5:00pm to 8:00pm, and again on Sunday, May 3 and Monday, May 4. Visitors are expected to be able to see Dixie and her foal during the open days.
The Pembrokeshire attraction also used the announcement to promote stays at its campsite as interest grows around the latest addition.
Images shared online show the foal standing close to its mother in a field, as well as resting in the spring sunshine.
Photo caption: New arrival: Dyfed Shire Farm has announced the birth of its first foal of 2026, a Suffolk Punch colt born to mare Dixie (Pics: Dyfed Shire Farm).
Farming
Farmers raise concerns at west Wales hustings as Kurtz criticises Labour policy
Conservative candidate says farmers feel under pressure as parties battle over support, regulation and the future of Welsh agriculture
FARMERS from across the region raised concerns about rising costs, regulation and future support during an agricultural hustings in Aberaeron on Tuesday (Apr 14).
The event, jointly hosted by the Farmers’ Union of Wales, NFU Cymru and Ceredigion Young Farmers’ Clubs, brought together members of the farming community to question candidates on the challenges facing the sector ahead of the Senedd election.
Among those responding was Samuel Kurtz, Conservative candidate for Ceredigion Preseli Pembrokeshire, who said the mood in the room reflected growing frustration among farmers.
Mr Kurtz said: “The hustings made one thing very clear: farmers feel let down, ignored and under increasing pressure from Labour in Cardiff Bay and in Westminster.
“As the Shadow Minister for Rural Affairs, I have been warning for some time that the direction of travel is wrong. Farmers are being asked to do more and more with less and less support.
“Rising costs, burdensome regulation and uncertainty over future funding are placing real strain on farm businesses and family livelihoods.”
He said many in the industry were worried that current policies could undermine food production and place further strain on rural economies.
Mr Kurtz also raised concerns about long-term food security, saying farmers wanted stronger backing for domestic production and more confidence about the future.
He said: “Our farmers are the backbone of rural Wales. They produce our food, support local jobs and care for our countryside.
“But right now, too many feel that decisions by Labour, backed by Plaid Cymru and the Liberal Democrats, are being imposed on them rather than made with them.
“That has to change.”
The Welsh Conservatives say their proposals for the sector include an extra £100 million for the agriculture budget over the next Senedd term, placing food security and productivity at the heart of the Sustainable Farming Scheme, increasing the amount of Welsh food served in schools and hospitals, and moving away from an all-Wales NVZ policy in favour of a more targeted, catchment-based approach.
The party has also pledged to continue campaigning against the so-called family farm tax and to take stronger action on bovine TB in livestock and wildlife.
Mr Kurtz said: “We need a government that backs farmers, not one that creates barriers and uncertainty.
“We will continue to fight for a better deal for rural Wales and ensure that farmers’ voices are heard loud and clear.”
The hustings formed part of wider engagement with the agricultural sector during the election campaign, with farming remaining one of the key issues in rural parts of west Wales.
While Mr Kurtz used the event to attack Labour’s record in Cardiff Bay and Westminster, the discussion also reflected broader concern within the industry over funding, regulation and the future direction of farm policy in Wales.
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