Farming
PGI Welsh Beef asks ‘are you beef body ready?’

PGI WELSH BEEF has launched a new marketing campaign featuring Wales international rugby union player Dan Lydiate to promote a more ‘real world’ approach to health and strength.
The campaign subverts the contentious ‘are you beach body ready?’ advert, which caused a storm of controversy following its appearance across London tube stations in 2015. The original campaign, launched by a protein supplement brand, was accused of promoting unhealthy body image and this campaign looks to demonstrate how a natural diet can improve health.
Nutritional therapist, Sharon Ling Dip NT mBANT & CNHC comments: “Our bodies need the correct combination of protein, carbohydrates and fats to function well. Protein, in particular, is essential for growth and repair in the body and is a key building block for bones, muscles, cartilage and skin.
“Lean, red meat is a good source of dietary protein and when eaten in moderation, can form part of a healthy diet. It contains a number of essential B vitamins and minerals such as iron, zinc and selenium.
“An advantage of grass-fed beef is that it tends to be lower in overall fat, with a slightly higher proportion of omega 3 than conventionally fed cattle. It also tends to be higher in vitamin E and beta-carotene which improves its overall nutrient profile.”
Lydiate, who prior to his top level rugby career grew up on a farm in Llandrindod Wells, appears in traditional farming attire in front of a herd of Welsh Beef cattle, alongside the strapline ‘are you beef body ready?’
Shot at Vians Hill Farm in Vale of Glamorgan, the new advert will feature on outdoor advertising space in Cardiff during the Autumn Internationals, and as part of a digital campaign on PGI Welsh Beef’s Facebook page and Twitter profile. This will include an opportunity for people to win tickets for Wales’ final Autumn International against South Africa, by filling in the blank in the sentence “I need to be #BeefBodyReady because ___”. Example answers might include ‘I eat Welsh Beef’, or ‘I work a 12-hour shift before coming home to feed my three children.’
The digital campaign additionally promotes content on eatwelshbeef.com, with commentary from nutritional therapist, Sharon Ling and information on how Welsh Beef can be featured as a source of protein in a healthy diet.
Rhys Llywelyn, Market Development Manager at Hybu Cig Cymru – Meat Promotion Wales (HCC), commented, “There are so many ‘protein added’ products on the market. We wanted to highlight that with Welsh Beef, protein comes as standard. This campaign provided us with a fun and light-hearted approach to supporting the benefits of a healthy and balanced diet that includes Welsh Beef. Dan was the ideal candidate to front our campaign, where his farming background and profession perfectly embody real world health and strength.”
Business
Changes proposed at children’s care home near Haverfordwest

A CALL to change a mixed-use therapy centre to a children’s care home classification has been submitted to Pembrokeshire planners.
Skybound Therapies Ltd, through agent Carl Bentley Architectural Services, seeks permission for the change of use of the Skybound Care Farm & Therapy Centre, Campbell Farm, Wiston, near Haverfordwest.
A supporting statement says: “Situated in a discrete rural setting in Pembrokeshire, the Therapy Centre is at the heart of a family-owned Care Farm. It is a working beef and forestry farm, providing a unique and tranquil environment for their services,” adding: “Skybound Care Farm offers a variety of services for both children and young adults. From young adult day opportunities to week-long intensive programmes. The forestry fields provide an ideal setting for practicing walks. Visitors can interact with animals, learn about water safety near their ponds, and immerse themselves in the peaceful beauty of the working farm. Vegetable growing and harvesting is a recent addition to the Care Farm.
“Skybound welcome clients from the local area as well as those travelling from all over the UK and abroad. There is a variety of accommodation types close to the farm and centre, including a holiday village, caravan parks, holiday cottages and log cabins. Many clients like to combine visits to the care farm / therapy centre with exploring local beaches, amenities and attractions.
“The Care Farm HQ and Therapy Centre are in Southwest Wales, but they also cover many locations across the UK, including Cardiff, Newport, Bristol, Birmingham, Leeds, Yorkshire and Norfolk. Skybound are taking on new locations all of the time.”
It says the original Therapy Centre which was constructed in 2012/13 when it “began its journey as a leading national and international therapy centre providing behaviour analysis, positive behaviour support, occupational therapy, speech and language therapy for children and young adults with special needs and behavioural issues”.
In August 2022 planning permission was granted to extend the therapy centre, completed in 2024; the business currently employs 45 staff on a full time and part time basis, a small number of staff are located at the Care Farm & Therapy Centre and at other locations across Wales and the UK.
“Whilst the centre has been running since February 2024 the applicant and business has found that the use of the centre is changing from previously planned and consented usage,” the statement says.
It says that since then discussions have taken place with council planners to clarify the centre’s current planning use class, along with “other opportunities and ideas for the expansion of the business and services to potentially use other existing buildings at the site are currently being investigated, which will no doubt take further time to consider”.
“There is a long-term plan to expand the Care Farm & Therapy Centre activities within the whole of the site and this full planning application is the third stage of the plan. The long-term plan is to provide more ‘settings’ to provide more training, utilising more of the farm setting for example with further interactions with small farm animals and to perhaps house some therapy sessions within other existing farm buildings to provide different types of training settings.”
Late last year, the site was granted permission to extend staff facilities through a temporary building.
The current application will be considered by planners at a later date.
Farming
Applications open for £1,000 Pembrokeshire agricultural bursary

STUDENTS in Pembrokeshire with a passion for agriculture or related fields are being invited to apply for a £1,000 bursary to support their further education or career development.
The Pembrokeshire Agricultural Society’s Student Bursary Award is now open to applicants currently studying—or about to begin studying—agriculture, veterinary science, agricultural engineering, food technology, forestry, or other related subjects.
Last year’s winner was Catrin Palferey from Llanfyrnach, who began her studies at Aberystwyth University in autumn 2024.
Mansel Raymond, Chairman of the Society’s Bursary Committee, said: “I would urge all Pembrokeshire students who are pursuing subjects clearly aligned with agriculture to apply. This bursary will not only support your studies but will also give you valuable experiences—such as taking part in an interview, which is a key employment skill. It could make a real difference to your future career in the agricultural sector.”
Applicants will be shortlisted by an independent judge, with finalists invited to attend an interview. The winning student will also be asked to give a short presentation at a future meeting of the Society’s Show Council.
Mr Raymond added: “The standard of applications is always exceptional, and it’s heartening to see so many talented young people in our community. We are really looking forward to hearing from this year’s applicants.”
To be eligible, students must not have previously won the bursary. Applicants must either be currently studying, or have been accepted to study, a relevant subject at A-level or higher at a UK college or university. They must also have their family home in Pembrokeshire.
The bursary is tax-free and will be awarded to the student who submits the best-written dissertation explaining how the funding will help them complete their course.
The closing date for applications is 12:00pm on Tuesday, 1 July 2025.
Further information and application forms are available at:
pembsshow.org/at-the-show/student-bursary-award/
Pictured:
The 2023 Pembrokeshire County Show bursary winner Lottie Wilson receiving her £1,000 prize from Robert James (Image: PAS)
Farming
Pembrokeshire Show elects first joint presidents

DAIRY FARMERS TIM AND MARGARET JOHNS HONOURED BY AGRICULTURAL SOCIETY
HAVERFORDWEST dairy farmers Tim and Margaret Johns have been unanimously elected as the first joint Presidents of the Pembrokeshire Agricultural Society.
The couple, who farm at Pencnwc in partnership with their son Graham, represent the third generation of their family to work the land. Their 550-acre holding in Castlemorris includes dairy cattle and the cultivation of both winter and spring cereals.
Margaret and Tim have a long-standing association with the Pembrokeshire Agricultural Society and the County Show. Margaret, in particular, has achieved considerable success in equestrian showing at events including Royal Windsor, the Great Yorkshire Show, and the Royal Cornwall Show. She also founded and continues to run Castlemorris Equestrian and Pet Supplies from the farm.
Speaking following their appointment, Tim said: “Margaret and I work as a partnership. The County Show is a major part of Pembrokeshire and is an integral part of farming in the county. We are looking forward to the year ahead. We have chosen RABI and the Pembrokeshire Agricultural Society as our charities to support over the next 12 months.”
During the Society’s Annual General Meeting, held recently at the Pembrokeshire Showground, Mr and Mrs James Evans were voted in as Presidents Elect.
Other appointments for 2025 include Miss Alys Owens, who was named as the Society’s Ambassador. Alys, who lives in Haverfordwest and works for Castell Howell, is an active member of Llysyfran YFC. She served as Club Secretary last year, a role for which she was named Club Secretary of the Year at County level. A talented musician, Alys plays the cornet with Goodwick Brass Band.
Outgoing President Adam Thorne used the occasion to thank all those who had supported him during his term in office.
Alys Owens, the 2025 Ambassador, is pictured between Margaret and Tim Johns, the 2025/26 Joint Presidents.
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