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Multi-agency operation tackles illegal waste and fly-tipping in Pembrokeshire



IN RESPONSE to a rise in the level of fly tipping offences, and that refuse then subsequently being set alight in the local area, a multi-agency operation was undertaken on Thursday last week (Aug 12), to tackle illegal waste carriers.

The partnership response was carried out on Scoveston Road, the Broadmoor to Sageston road and the Cresselly to Carew road, Pembrokeshire.  

Waste crime is on the rise across the UK and is estimated to cost the UK economy £600 million a year. Illegal waste crime can take many forms but most often within our communities we recognise it in the form of fly tipping and increasingly by way of illegal waste sites being set up by unscrupulous landowners where waste is illegally deposited without any form of regulation often resulting in significant environmental pollution and damage. As they are unregulated, there are no controls in place as to the type and volume of waste being dumped. Inevitably, this illegal waste is subsequently burnt to reduce its volume and get rid of it, and Mid and West Wales Fire and Rescue Service are regularly called out to deal with these fires. 

Figures suggset waste crime is on the rise across the UK and is estimated to cost the UK economy £600 million a year (Pic Herald)

Noxious smoke from these fires can affect residents living in and around these areas, and impact upon their quality of life and health. These illegal waste sites and resultant burning also have an adverse impact on the local environment in these communities.

This operation therefore aimed to target, stop and take enforcement action against illegal waste carriers operating in the area. Members of Pembrokehsire Roads Policing Unit, Neighbourhood Policing Teams, Rural Crime Team, Pembrokeshire County Council Waste Enforcement and the Driver and Vehicle Standards Agency (DVSA) set up road check sites, where they stopped and checked any vehicle suspected to be carrying waste. This was in order to disrupt and deter illegal waste carriers heading to any sites. The local authority waste enforcement teams provided drivers with advice around waste carrier licences.

Fly tipping has become an increasing problem in west Wales (Pic file)

As a result of this roadside operation, over 60 vehicles were stopped, checked, and examined and eight sites visited. Police issued one prohibition notice for the condition of a vehicle, two traffic offence reports for no insurance and a number of intelligence submissions were made. The DVSA issued one fixed penalty notice, three immediate suspensions and two delayed suspensions for the condition of vehicles.    

Sergeant Terri Harrison, seconded to Arson Reduction Team Mid and West Wales Fire and Rescue Service said: “Waste crime damages our environment, community and economy. It is a real challenge for Mid and West Wales Fire and Rescue Service and partner agencies. Every year there are reports of hundreds of refuse fires and we are seeing a very clear and obvious link between deliberate refuse fires, fly tipping and the operation of illegal waste sites.  Waste crime has a real adverse impact upon the quality of life for those affected by these illegal activities. This operation also coincided with Crimestoppers national month-long rural crime campaign, that focussed on waste crime specifically last week.

“We all have a duty to dispose of our waste safely, legally and responsibly – and it’s important to ensure that any individual or business disposing of your waste does so too.”

Pembrokeshire County Council has reiterated its commitment to prosecute unlicensed waste operators and fly-tippers. Cllr Cris Tomos says: “The focus of this joint operation was ensuring commercial waste collectors and operators had the appropriate licences and permits in place to ensure these operators complied with legislation and duty of care, to make sure waste is being disposed of appropriately to tackle Envirocrime and Flytipping.

“Operation Tornado sends out a strong message that fly-tipping will not be tolerated and those who carry out this scourge on society will be prosecuted. We need the public’s help on this to be our eyes and ears. Please continue to report incidents of fly-tipping but also pass on any details you can about the perpetrators.”

Pembrokeshire County Council returns included:

·                One warning issued for non-compliance with waste carriers licence;

·                Valuable information gathering on waste collection operators and compliance;

·                A number of vehicles were advised of their requirements regarding the transportation and disposal of waste.

Pembrokeshire County Council has set up a special team to deal with fly-tipping and will always seek to prosecute where possible. You can provide information, in confidence, by emailing or by phoning the dedicated fly tipping phone line: 01437 775253. Anyone who provides information on fly-tipping that leads to successful enforcement action is eligible for a £100 reward.

Cllr Cris Tomos (Holding the recycling box) says he wants to see waste handled propertly in Pembrokeshire (Pic PCC)

Businesses and householders are reminded to be aware that they have a duty of care for their waste and that simply handing it onto another person to dispose of does not absolve them of their responsibility. Cllr Cris Tomos said: “The public need to use registered waste carriers and be satisfied that they are disposing of waste legitimately. Failure to do so, may in certain cases lead to their actions being investigated, fines or prosecution.’

See more information on the duty of care here:

A booking system continues to be in place for Pembrokeshire’s six Waste and Recycling Centres (WRCs) for all users both Household and Commercial.

Slots can be booked up until 6am on the day when there are time slots available.

To pre-book a slot or for more information about the Waste and Recycling Centre’s, please go online at:

For further information and guidance on disposing of waste safely, legally and responsibly, visit the Fly Tipping Action Wales website:


Coast to Coast grabs gold at national award ceremony



PEMBROKESHIRE COAST NATIONAL PARK AUTHORITY’S long-running visitor newspaper Coast to Coast was one of the gold winners at the recent CIPR Cymru Wales PRide Awards.

The free annual visitor newspaper picked up the award for Best Publication at an online ceremony hosted by broadcaster Jason Mohammad, having last won the award in 2014.

National Park Authority Communications and Marketing Manager Marie Edwards said: “We are delighted that Coast to Coast has been recognised once again alongside so many other great entries and winners from the private and public sectors.

“Hundreds of thousands of copies are picked up across Pembrokeshire and beyond each year, helping people to learn more about the National Park and enjoy their visit.

“We would like to thank all the readers, stockists and advertisers for their ongoing support as we prepare to publish the 40th edition in 2022.”

In assessing the Coast to Coast entry, the judges felt there was “a very clear brief for Coast to Coast, with well thought through targets. The entry demonstrated a strong alignment to the organisational goals as well as importantly, giving staff the opportunity to contribute.

“Ultimately this approach led to excellent metrics in the evaluation and fantastic feedback from customers, which the judges were particularly impressed with.”

National Park Authority Chairman Cllr Paul Harries added: “The team should be extremely proud to have won another gold at these prestigious awards, which follows on from an incredibly successful few years despite the challenges posed by the pandemic and emphasises the high calibre of officers we have working for the Authority.

“The team works tirelessly to promote the National Park and the Authority in so many different ways, including the ever popular Coast to Coast, which continues to go from strength to strength.”

To read this year’s edition online or find out more about advertising in the 2022 edition of Coast to Coast visit

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Online buyers prefer real-life human help over AI says Currys



  • Tech buyers in the decade to come will prefer real-life human help to faceless robot retail
  • New look Currys predicts an era of H.I. – Human (not artificial) Intelligence
  • 3 million conversations with online shoppers via ShopLive, in last 18 months, proves desire for human help
  • Research from the retailer shows that more than half (58%) of Brits want to speak to a real-life expert before they buy
  • Research also shows that 57% of shoppers who get real human help before they buy are likely to get the right product first time and be more satisfied with their purchase

THERE’S a new breed of post-pandemic shopper, demanding help from experts and rejecting faceless robot retailers, says new look Currys (previously Currys PC World), as it relaunches its UK stores and online services. A new trend labelled “Robot Rejection”, shows these shoppers are demanding face-to-face human interaction and expertise alongside digital experiences when buying everyday technology – which is often expensive, unfamiliar and difficult to select.

As it enters a new omnichannel chapter in its 137-year history, Currys, the UK’s biggest retailer of tech, has been at the forefront of this emerging trend. The retailer has evolved its hybrid retail format of online and in-store experience, creating more opportunities for today’s buyer of technology to access Human Intelligence online. In Summer 2020, the retailer launched its pioneering 24/7 online ShopLive platform, ensuring shoppers could still obtain in-person advice from one of their expert colleagues from a laptop tablet or phone, without visiting a store. The service has proved to be popular with over 3m customers engaging with it to date.

Currys states that in 2021, 58% of people shopping for expensive and unfamiliar tech products would like to speak to a real-life human expert before they buy, whether that be instore or online. In fact, 57% of shoppers that get human help are more satisfied with their purchase than those who don’t, and they state that interactions with humans lead to them making the right choice first time, meaning it’s a quicker and more cost-effective way to buy. Computing tech is the category with the highest need of expertise, where 60% of people said they wouldn’t make a purchase without expert advice. Research also shows that return rates are higher when consumers don’t speak to an expert beforehand, with 64% of people saying they’d be happy with the right product and less likely to return their purchase if they got the advice with real human expert help.

With over 3 million online shoppers demonstrating the need for Human intelligence via its ShopLive service, Currys has been able to pinpoint the tech categories where online tech shoppers most look for real-life human expertise, with those coming out top including laptops, washing machines and TVs. The most popular time to get that expertise is between 5pm – 7pm on weekdays and 3pm on a Saturday. Following this starting success, Currys predicts it will have around 150,000 online ShopLive conversations during Black Friday week, this November.  The retailer is also set to build on this success with a new Currys website that will enable better content, more personalisation and a slicker, quicker experience.

The retailer believes stores will remain important for customers too. Internal data from the business also shows that 61% of shoppers believe it is important to see a product in real-life before buying, where consumers can have conversations with experts in a unique environment where they can see, touch and play with the tech they are thinking about buying. Currys is also making improvements within its bricks and mortar locations, introducing content that shows how products work on interactive customer-facing digital screens. In addition, the retailer is making it possible for people to get hands-on with the latest tech before they buy, powering ever more of the products on show, including laptops, TVs, gaming consoles, vacuums and much more.

Currys is investing nearly £25m in extra advanced training for its 13,500 colleagues which involves undertaking an additional 16 hours of further training. This new programme will teach colleagues about the intricacies within technologies; how they work, what the benefits are, and how to demonstrate them in store. In addition, they will be taught how to have a great conversation, asking the right questions to identify the shoppers’ unique requirements and best match them to the right tech for them. So far, in total colleagues have completed an additional 121,674 hours of expert coaching – significantly more training than any other tech retailer – with more to come.

Ed Connolly, Chief Commercial Officer at Currys told Herald.Wales: “Technology is such an intrinsic part of our lives now. More than ever before, prior to handing over their hard-earned cash, people want advice about the tech they buy from a real-life human expert, particularly when it comes to expensive and more complex kit.

“The new Currys brand has evolved to match this changing consumer need, delivering helpful, expert in person advice when and where shoppers need it most. We have invested heavily in our website and in ensuring that our frontline colleagues are not only the absolute experts on the tech we sell but that they also know how to get to the heart of what customers need and want. Every colleague is trained to listen first, inspire and then find the right product for the shopper and educate them on how to use it, in a way an algorithm simply cannot.

“We know not every purchase requires guidance from an expert. Sometimes shoppers already know what they want, or they just need something small and simple, which our websites and stores are well equipped for. However, when it comes to more complex products, speaking to someone in-the-know, whether that is online or instore, is what today’s new trend in ‘Robot Rejection’ is all about. Expert advice shortcuts the lengthy buying process, cuts out confusion and ultimately arms shoppers with the tech they need. Whether it’s understanding the difference between resolution and HD Ready when finding the perfect TV amongst the OLED or QLED acronyms, or simply wanting help deciding on a washer dryer combo, our experts are on hand to answer any questions.”

Martin Raymond, Co-Founder & Editor in Chief of Future Lab says: “‘As our research suggests, more and more people are looking for human-in-the-loop experts, advice, and face to face moments with brands as screen and AI fatigue sets in post-COVID. We also trust people and experts to give us the right kind of advice, at a time when we’re increasingly understanding that as many as three quarters of self-styled  influencers we are meant to follow on TikTok and Instagram hide their ad disclosures, while many of those ‘peer’ reviews we read on Amazon etc, are really paid-for reviews, so more and more, we want named experts we can independently validate, and to speak with brands that have a history and a reputation in the marketplace.”

To mark the rebrand and opening of new look Currys stores, the company has launched its biggest ever brand campaign calling out fake reviews, bot farms and lazy algorithms. A new TV ad shows how life is better when you listen to experts, especially when it comes to tech, and heroes the role of Currys’ expert colleagues.

Currys is a new brand formed from Currys PC World, Carphone Warehouse, Team Knowhow and Dixons Carphone with a bold new look and is committed to making it even easier for everyone to enjoy amazing technology. Becoming one brand means customers can turn to Currys for all their tech needs, interacting with Currys colleagues in stores, online, over the phone and on the doorstep.

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New Commercial Manager joins Port of Milford Haven’s team



THE PORT OF MILFORD HAVEN has appointed Sharon Adams as its new Commercial Manager for Pembroke Port.  A key part of her role will be to develop growing markets and support existing customers.

Sharon joins the Port from Chambers Wales where, most recently, she supported businesses with the changes required post-Brexit. Previous to that Sharon’s career was predominantly in management roles within the hospitality and leisure industries with companies including The Parc by Thistle, St Brides Spa Hotel and Bluestone Resorts.

Sharon is delighted to join the Port, commenting “Learning more about the export and import markets really interested me, so when the opportunity to work with the Port came up I knew this was the right opportunity to put my commercial skills to good use. I’m very much looking forward to the challenge and the variety of businesses I’ll be working with.”

Commercial Director at the Port, Steve Edwards, said “Sharon has values that align to our culture and a wealth of commercial experience, and her latest role at Chambers Wales meant that she learnt a great deal about the movement of goods around the globe which puts her in an excellent position to help businesses grow whilst utilising our Pembroke site.”

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