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.

RSPCA renews call for national ban on pets as prizes amid overwhelming public support

A STAGGERING 89% of Welsh adults believe keeping a goldfish in a plastic bag constitutes animal cruelty, according to new figures released by the RSPCA.

The animal welfare charity has relaunched its #NoFunAtTheFair campaign this week, calling for an outright ban on the outdated practice of giving live animals—typically goldfish—as prizes at fairs and events.

While all 22 Welsh local authorities have banned the practice on council-owned land, it remains legal on private land in both Wales and England. The RSPCA is now urging national governments to step in and introduce legislation to end the practice entirely.

In the meantime, the charity is encouraging members of the public to “vote with their feet” and refuse to participate in fairground games where live animals are offered as prizes.

Billie-Jade Thomas, Senior Public Affairs Manager for RSPCA Cymru, said: “As we approach the summer fair season, we’re asking the public to take a stand against this outdated and cruel practice. We’re proud that all 22 councils in Wales have banned it on their land, but it’s time for action at a national level to ensure goldfish aren’t being handed out as if they were cuddly toys.”

The call for reform comes amid fresh polling commissioned by the charity. Key findings include:

• 92% of Welsh adults said they were shocked to learn pets can still be given away as prizes;
• 82% agreed that local authorities across England and Wales should ban the practice on their land;
• 79% believe national governments should introduce a total ban, including on private land;
• 76% were unaware the practice was still legal;
• 89% agreed that keeping a goldfish in a bag is animal cruelty.

Since 2020, the RSPCA has received 53 reports involving over 400 animals given away as prizes. The charity believes many more incidents go unreported.

Goldfish are the species most often affected. Despite their reputation as easy pets, they are complex animals that can live up to 30 years and grow up to 30cm long. They are prone to stress and injury, particularly when kept in small bags with insufficient oxygen or temperature regulation.

Evie Button, the RSPCA’s animal welfare expert, warned: “Handing someone a sentient animal in a plastic bag undermines how we value animals as living beings. Many goldfish given away in this way die before they even make it home. It’s not only inhumane but sets a dangerous precedent about responsible pet ownership.”

Scotland already has legislation banning the practice in almost all circumstances. The RSPCA is calling on the UK and Welsh governments to follow suit.

The public can support the campaign by signing the petition at: www.rspca.org.uk/getinvolved/campaign/petprizes

THE AIR around a historic mill on the Bluestone National Park Resort estate has been found to be cleaner than any site currently monitored by the UK Government.

Black Pool Mill, an early 19th-century water mill that now houses a restaurant near Canaston Woods, has been recording air quality since 2024 as part of Bluestone’s ongoing commitment to sustainability.

According to the data, the mean average of PM2.5 – fine particulate matter less than 2.5 micrometres in diameter – at the site is just three micrograms per cubic metre. That is significantly below legal limits in Wales (25) and England (20), and cleaner than any figures recorded at official UK monitoring sites.

PM2.5 particles can come from aerosols, vehicle fumes and industrial emissions, as well as natural sources such as dust and pollen. The health impacts of long-term exposure to these particles are well documented, contributing to respiratory and cardiovascular issues.

Professor Paul Lewis, Chief Scientific Officer at Health and Wellbeing 360 and Clean Air Programme Regional Champion for Wales, is leading the research. He said: “Black Pool Mill is clearly way below the legal thresholds. South Pembrokeshire benefits from westerly sea winds and very low levels of man-made pollution. The mill is surrounded by ancient woodland, in a sheltered estuary valley, and sits within Bluestone’s car-free resort – all of which contribute to these outstanding results.”

Environmental scientist Marten Lewis, director of sustainability at Bluestone, said: “We’re delighted but not surprised. This confirms that our efforts to protect the environment and put the wellbeing of our guests and staff first are paying off. Following our recent King’s Award for Enterprise in sustainable development, this shows why Bluestone stands out as a model for regenerative tourism.”

Mr Lewis added that Bluestone is now looking to trial new low-particulate cleaning products and expand monitoring to indoor areas including lodges, the resort pub, and children’s play facilities.

Black Pool Mill reopened in 2023 following extensive restoration and now forms part of Bluestone’s visitor experience, offering seasonal food in a historic riverside setting.

Photo caption:
Clean air: Black Pool Mill sits in ancient woodland near the River Cleddau (Pic: Bluestone)