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Double celebration for produce company

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puffinWELSH PRODUCE COMPANY Puffin Produce Ltd is celebrating – not once but twice – after hitting a landmark sales target and reaching the finals of the ‘Oscars’ of the UK fresh produce industry. 

This week the Havefordwestbased business has seen the sales of its ‘Blas Y Tir’ brand break through the 10 million unit sales barrier and be named finalists in the Fresh Awards 2014 for best Marketing campaign of the year. “We launched our ‘Blas Y Tir’ brand in 2011 in response to demand from Welsh shoppers and retailers, and to have surpassed 10 million unit sales in such a relatively short space of time is tremendous news,” said Puffin Produce’s managing director, Huw Thomas. While its work to promote and protect the Pembrokeshire Early Potato and gain European-wide legal protection for the iconic potato by attaining Protected Geographical Indication (PGI) status has seen Puffin propelled into the Fresh Awards final, which took place in London yesterday (June 5). Puffin’s successful campaign has been rewarded with a nomination for the ‘Prophet Marketing Campaign of the Year Award’ alongside multinational companies such as Aldi and Waitrose. The Fresh Produce Consortium run awards will be held at London’s Intercontinental Hotel on Park Lane and hosted by broadcaster and comedian Patrick Kielty. Said Huw Thomas, “Blas Y Tir means ‘Taste of the Land’ in the Welsh language. By making the finals of the Fresh Awards, we feel we’ve succeeded in conveying a ‘Taste of the Brand’ too. “A brand is only as good as the products, services and values it stands for, and so making the finals is something for every one of our growers and staff members to celebrate!” Now available in most multiple retailers in Wales the brand encompasses a range of vegetables including the True Taste Awardwinning Estima baking and aptly named Rudolph potatoes, the flagship Pembrokeshire Earlies, leeks, cabbage, cauliflowers, swede, spring onions, and also daffodils. Explained Huw: “We have found that loyal Welsh consumers want to buy locally grown produce. While retailers in Wales want to demonstrate sustainable values. “Pembrokeshire is renowned for its unspoilled and natural beauty, and it is a region reliant on a healthy ecosystem for the provenance of highquality foods. The ‘Blas Y Tir’ brand was designed to embody all these values.” Targeted marketing has seen the brand achieve a retail sales value in excess of £10 million in the space of two years and continues to grow at over 200 per cent year on year. Caroline Hanna of Authentic Marketing heads Puffin’s specialist marketing team with creative input by Steve Braham of Elevator Design, PR support from Sheila Coleman of Coleman Communications, and Chad James from media agency Morvah Ltd. As part of the promotion of the brand Puffin commissioned a television advertisement for its Pembrokeshire Early Potatoes – the first television campaign for a Welsh vegetable brand. While a television advertisement for the Blas Y Tir brand as a whole was aired in the run-up to Christmas, and another advert for Pembrokeshire Earlies will air later this month. The company has experienced rapid growth in both market share and facilities. In the past year alone, Blas Y Tir potatoes have become the best-selling Welsh branded potatoes in Tesco stores throughout the region. With Welsh Government and European Union support some £8.4 million in capital expenditure has been invested in the company, and Puffin has increased its volume sales by 50% and the workforce has expanded from 55 to its current 114 members. “The investment has enabled us to increase capacity and efficiency which means that we are now able to supply most of the major retailers in Wales,” said Huw. “We aim to expand the business even further and we are keen to build links with farmers looking to add value to Welsh produce and provide our fantastically loyal consumers with as much quality fresh Welsh produce as we can.”

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Plans for house in Dinas Cross pub car park in Pembrokeshire refused

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AN APPLICATION to build a three-bedroom house on the site of a north Pembrokeshire pub car park has been refused by national park planners.

Julian and Alison Parkes, of The Ship Aground public house, Dinas Cross, sought permission to build the house on nearby land used as a car park for the pub, creating seven new parking spaces nearby to replace the site.

A report by Pembrokeshire Coast National Park planning officers, recommending refusal, said: “The principle of residential development is normally acceptable within centre boundaries, subject to detailed design considerations and compliance with other policies in the local development plan.

“Following consultation, objections have been received from statutory consultees including the Welsh Government Truck Road Agency who have concerns regarding the proposed parking that will serve the Public House. They have directed that planning permission is not granted on the basis of insufficient information.  Concerns have also arisen from third-party letters.”

The report said the design “incorporates a traditional form with modern features and design detailing and will ensure the privacy of neighbours is protected along with the special qualities of the National Park when viewed from the immediate and wider landscape” but added: “Key information relating to the loss of parking to the Public House has not been addressed and how the loss of parking could have an economic impact, also considering that the proposed parking does not meet parking safety standards and further amendments would be required.”

The application was refused on the basis of Trunk Road Agency concerns including a lack of information to demonstrate the number of parking spaces offered would comply with current car parking standards, layout designs for the proposed replacement spaces, and also that insufficient evidence submitted to support the granting of permission for the car park spaces to serve the public house.

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Scheme to upgrade Dinas Cross holiday park withdrawn

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PLANS to create a ‘five-star resort’ in one of Wales’s most popular holiday locations have been withdrawn.

In an application submitted to Pembrokeshire Coast National Park, Chester-based Boutique Resorts Ltd sought permission to relinquish 50 mixed touring pitches (caravans and tents) at Fishguard Bay Resort, Dinas Cross, replacing them with “36 high quality timber-effect holiday lodges”.

The application, recommended for refusal at the April 24 meeting of the national park’s development management committee, also included an increase in the site area of the approved park, a new entrance, a new reception lodge, staff and visitor parking area, with extensive environmental improvements.

The site, established in the 1950s, currently has planning permission for 50 static caravans and 50 mixed touring units, and it is intended 23 of the proposed lodges to be sited at the entrance, with a further 13 throughout the site.

Despite the proposals seeking a reduction in outright numbers, the applicants say the scheme would see an increase in the number of full and part-time jobs associated with the resort, from 29 to 62 jobs.

A previous application was refused in 2019, mainly on visual impact, ecological impact and highway impact, and the applicant has sought to address the issues raised by that refusal, a supporting statement says.

It adds: “The applicant purchased the site in 2014 with the intention to upgrade the site into a five-star luxury resort. This is very much still the applicant’s intention and whilst he has replaced some existing static caravans with luxury lodges, he also seeks to replace the touring caravans and tents with luxury lodges too.

“The resort is now considered one of the most desirable holiday parks on the Pembrokeshire Coast which is evident on the number of holidaymakers who return to the resort year on year. Such is demand for luxury lodges on the site, the applicant requires additional units.

“The applicant now wishes to move the resort further by replacing the mixed touring pitches with luxury lodges but also provide a much-needed new entrance into the resort.”

Objections to the scheme were received from the National Trust, the national park’s strategic policy and ecologist, and the South Wales Trunk Road Agency, and 12 members of the public, along with one letter of support.

The application was recommended for refusal for reasons including it was “likely to have a significant detrimental impact on the special qualities of the National Park by intensifying the visual impact and intrusion of a large static caravan site within the extensive coastal views of this section of the National Park,” it would represent an intensification of the site, and was likely to “have an unacceptable impact on neighbouring residential amenity through increased noise and traffic movements”.

The application, listed for consideration by park planners next week, has since been withdrawn.

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Bluestone National Park Resort payments expected to end 

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A CALL to end a legal agreement for financial contributions associated with the creation of Pembrokeshire’s Bluestone National Park Resort is expected to be backed next week.

In a submitted application to Pembrokeshire Coast National Park on behalf of Bluestone Resorts Ltd, legal firm Red Kite Ltd asks for a cessation of a 2004 Section 106 legal agreement used to pay towards various projects including enhancements to footpaths and bridges.

In a supporting statement says most agreements of this type are time limited, and “today such an arrangement without a timeframe would likely not be considered acceptable by either side.

“However, no such end date was placed on this one. More recently, it was agreed between the parties that the payments would cease in 2025, also known as a ‘statement of common ground’. This is why a formal agreement now has to be made by each of the parties involved.”

The statement says that, since the agreement was made, Bluestone has paid nearly £280,000 through the agreement, adding: “As part of the Statement of Common Ground, it was agreed by Pembrokeshire County Council, Pembrokeshire Coast National Park Authority and Bluestone that a final fee of £113,000 would be paid, spread over 2023, 2024, and 2025 in annual payments of £38,000.”

A report by national park officers, ahead of the Pembrokeshire Coast National Park Development Management Committee meeting of April 24, where it is recommended for approval, says: “The applicant has applied to discharge the Section 106 Legal agreement but the supporting text notes that they applicant is agreeable to making two final payments.

“Having considered the information submitted, officers consider that provided the two final payments are received the legal agreement has served its purpose and can be discharged.

“In order to ensure the two final payments are made, a modification to the Section 106 legal agreement is supported.  This decision is supported by Pembrokeshire County Council, who have received a concurrent application which is also recommended by officers for modification.”

The report says the £280,000 figure presented by Bluestone actually amounted to £318,703.87, taking into account a 2023 payment of £38,891.73, with Pembrokeshire County Council’s S106 monitoring officer confirming the contributions have been spent on a range of public rights of way improvements, primarily in nearby Canaston Woods.

Recommending approval, the report adds: “The authority is satisfied that subject to two further payments of £38,000 to be made in August 2024 and August 2025, the obligation no longer serves a planning purpose and can be discharged and as such the obligation should be modified accordingly.”

The 500-acre Bluestone resort near Narberth has, since its opening, contributed to “more than £100 million to local suppliers, £7 million annually into the local supply chain, £13 million annually into the Pembrokeshire economy through its payroll, and more than £1.5 million spent annually on marketing Bluestone and Pembrokeshire.”

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