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The Britpop legend and the cheese maker


Tech savvy: O2 helps businesses work smarter with Alex.
O2 BUSINESS is launching a significant new offering of bespoke products and free expertise from O2 Gurus for small business owners, under a £20m investment to help British businesses go digital. To mark the launch, O2 has shown one of the country’s best known small businesses – the cheese business of Blur bassist Alex James – ways to help take the hassle out of technology.
The launch follows new research from O2 Business which reveals that while over three quarters (81%) of small business owners in Wales appreciate ‘techpertise’ can make their business more efficient and successful, the majority feel they lack the time, money and understanding to make the most of technology. With 78% stating that tech solutions are often too expensive and present a barrier to business growth, almost half (43%) admitted to searching online for help. To show how free help is at your fingertips, O2 Business sent an O2 Guru to Alex James’ farm to help him and his team work smarter from both the office and the top of a cherry picker: “My parents thought I was mad to join a band and Blur thought I was mad to start a cheese business.
If you have a passion – go for it. Unfortunately, that passion can mean, like me, you’re not that good with spreadsheets or mastering remote working. My one greatest piece of advice is – don’t be afraid to ask for help,” said Alex James. Like many SoHo (Small Office, Home Office) business owners, Alex James faces day-to-day challenges in keeping a small business running. Working with a small team who are based across the country, including his Oxfordshire farm, Alex has found keeping everyone continuously updated problematic.
The O2 Guru helped him solve the issue with one of its newly launched products, Office 365, which allows employees to create and edit documents from any device, even when they are away from the office. As a result, Alex is now able to keep an eye on the balance sheet whether he’s at his farm or on a tour bus on the other side of the world. Alex said: “Cheese making is a really traditional business, but I know that technology should have its place in all businesses nowadays, including my own. One of the problems is that new business owners like myself are often confused about what’s available and the difference it will make, but tech shouldn’t be ignored. I would encourage any business owner to seek advice, trust in the tech and see the positive impact on their business.”
Recognising that the availability of technology is only half the issue when it comes to small businesses benefitting from the digital world, O2 Business has introduced specificallytrained over 200 O2 Gurus and advisors to provide free, impartial tech advice. They are on hand from today in O2 stores across the country, online through web chat and on the phone. O2’s £20m investment over two years is the culmination of the global development of the digital platform – which allows customers to choose pick and mix the devices, airtime plans and apps they want, all on one bill – as well as the recruitment and training of O2 Gurus and a marketing campaign to promote the launch.
Ben Dowd, O2’s Business Director added: “At O2 we know that no two small businesses are the same, and the technology which will help each business fulfil their full potential varies widely. We want to treat each small business as an individual, which is why we offer a ‘Pick and Mix’ approach to our entire new range of products and services. We want to help more small businesses to grow and thrive in an increasingly digital Britain, and we believe a key step is to take the hassle out of technology. We see first-hand how the right tech can help any company work smarter, faster and more efficiently, and we are proud to be making such a significant investment in the cause.” O2’s offering is unique in that it allows small business customers to pick and choose from a range of products and services, to create a bespoke package that is most beneficial for them.
Launching within the range is: Box – an app allowing small businesses to access their content on any device and from any location McAfee Multi Access – helping protect small businesses against a range of threats such as malware, data loss, identity theft and other fraudulent activity across multiple devices Microsoft Office 365 – giving small businesses access to the familiar Office desktop apps on any device, all based in the cloud Just Call Me – a conference calling product, which turns a mobile number into an audio conference bridge (coming soon) TuGo for Business – allowing for wifi calls over smartphones, tablets and desktops (coming soon)
Community
Restoring lost lichens in Pembrokeshire’s Celtic rainforest

A LICHEN success story is being celebrated in an area of ancient rainforest in Cwm Gwaun thanks to the conservation efforts of the Pembrokeshire Coast National Park Authority.
Cwm Gwaun is one of the treasures of Pembrokeshire Coast National Park, renowned not only for its deep-rooted Welsh language and culture but also for its ancient Celtic rainforest. This unique landscape is home to five Sites of Special Scientific Interest (SSSIs), each nationally significant for its lichen-rich woodlands.
Lichens thrive in well-lit, humid environments with exceptionally clean air. However, in recent decades, these delicate ecosystems have declined due to changes in traditional woodland grazing practices and the impact of agriculture and industry on air quality.
One of the most striking lichens, Tree Lungwort (Lobaria pulmonaria), was recorded on only five trees in the valley in 2007. Encouragingly, recent signs suggest that conditions are once again becoming favourable for its recovery.
A breakthrough moment came in 2017 when a Pembrokeshire Coast National Park Authority Conservation Officer discovered a small fragment of Tree Lungwort on the ground following a storm at the Sychpant picnic site. Using netting from a fruit bag, they secured the fragment to a nearby ash tree, where it has since thrived. This unexpected success inspired a larger-scale effort to restore this vital species.
As part of the Cysylltu Natur 25×25 project, a lichen expert has now transplanted 46 small, windblown fragments of Tree Lungwort onto 20 trees across three carefully selected sites in Cwm Gwaun. These locations were chosen following thorough surveys, which confirmed the presence of other old-growth forest lichens with similar habitat needs.
Each tree has been mapped and labelled, allowing volunteers to monitor the progress of the transplants in the months and years ahead. The storm that once dislodged a fragment of Tree Lungwort may ultimately help breathe new life into Cwm Gwaun’s extraordinary lichen communities.
Mary Chadwick, Conservation Officer for Pembrokeshire Coast National Park, remarked, “Tree lungwort is a stunning lichen that embodies the essence of Atlantic rainforests. It’s exciting to contribute to its gradual recovery across Cwm Gwaun.
This project is funded by the Nature Networks Programme and delivered by the Heritage Fund on behalf of the Welsh Government.
Community
Best practice showcased at Pembroke river restoration project

A RECENTLY restored section of the Pembroke river, near Milford Haven, will be used as a demonstration site for future river restoration projects following a series of interventions to improve the health of the river and the estuary downstream.
Delivered by Natural Resources Wales (NRW) in collaboration with the landowner, large woody material has been placed into a 200 metre stretch of the river in a bid to restore natural river processes and ‘re-wiggle’ the river.
This helps to create different flows within the river, and encourage natural bends, known as meanders, to form over time. These are currently lacking in the river as it has historically been straightened for human purposes.
The wood also traps silt and debris, encouraging the regeneration of habitat for invertebrates and other species. It provides shelter for migratory fish who travel upstream to reach spawning grounds.
To reduce soil erosion and improve water quality, 570 metres of fencing has been installed to prevent livestock from entering the river with new, alternative drinking water sources introduced.
With support and funding from the Pembroke River Restoration Project Partnership, 600 trees were also planted to create a woody corridor alongside the river. Once matured, the trees will provide a buffer zone between productive agricultural land and the river, reducing nutrient run-off impacting on water quality.
NRW now hopes to use the project to showcase river restoration practices using nature-based solutions.
Andrew Lewis, from NRW’s Marine Projects Team said: “Sadly, many of our rivers no longer function in their natural state due to human interference, climate change and pollution. This can have huge impacts on water quality, habitat and wildlife in some of our most protected rivers and estuaries.
“As well as impacting the environment, the recurring issues in the Pembroke River and the Pembroke Mill Ponds are having a negative impact on community wellbeing and local tourism.
“The nature-based solutions delivered here are simple but effective, and will contribute to wider efforts and initiatives to drive down nutrient pollution in our waterways.
“The project highlights the importance of partnership-driven conservation efforts, and it is our ambition to showcase what we’ve achieved here so it can successfully be replicated elsewhere.”
The Milford Haven Waterway is designated as a Marine Special Area of Conservation, while significant stretches of its coastline are also designated as a Site of Special Scientific Interest.
Both the Pembroke river, and the Milford Haven inner transitional water, are both failing to meet ‘good’ water quality status. High levels of soil erosion and nutrients cause sedimentation and algal blooms in the nearby Pembroke Mill ponds each summer. Mud also gets deposited on protected habitats such as maerl beds in the Haven, which is a protected feature of the SAC.
The project has been funded by the Welsh Government’s Water Capital Programme, which supports a number of environmental priorities including river restoration, metal mine remediation, fisheries and water quality.
Community
Choir joins Welsh Guards Band for memorable concert

PEMBROKE and District Male Voice Choir shared the stage with the renowned Band of the Welsh Guards during the band’s tour of Wales, delivering a stirring performance at Harri Tudur School hall.
A capacity audience enjoyed the collaboration, with the choir and band uniting for powerful renditions of Welsh classics Cwm Rhondda and Gwaddoloddiad. The Band of the Welsh Guards also performed a medley of traditional Welsh folk tunes and music from the acclaimed film Wicked.
Choir MC Matthew John introduced the evening in his distinctive style, while the choir’s set—featuring newly added pieces Let A New Day Dawn and Tell My Father—was selected by Musical Director Juliet Rossiter. Accompanist William Lambert, a recent addition to the choir, provided support on the keyboard.
The event was co-ordinated by Councillor Aden Brinn, with distinguished guests including Deputy Lord Lieutenant Sharon Lusher, Pembrokeshire County Council Chairman Councillor Steve Alderman, Mayor of Pembroke Councillor Ann Mortesen, Senedd Member Sam Kurtz, and mayors from neighbouring communities.
Proceeds from the evening were donated to the Welsh Guards Charity. A special guest was David Silcox of Haven Self Storage, whose company has sponsored an impressive banner to promote choir concerts.
A moment of silence was observed in memory of the choir’s senior member, Frank Harries, who recently passed away at the age of 95.
The following evening, the choir performed again at Monkton Priory Church, raising funds for the RNLI in another well-attended concert.
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