Farming
Areas of growth, opportunity, and inspiration: OECD report claims

BRITISH food exporters need to gain an understanding of consumer needs in different countries if the UK’s farmers are to fully reap the rewards of overseas trade, according to AHDB.
In its latest edition of the Horizon Brexit series, AHDB argues that a ‘one-size-fits-all’ approach to unlocking export opportunities should be avoided and that we cannot rely on ‘Brand Britain’ alone to boost sales.
The report, focuses on international buying behaviours and looks at exporting from a consumer perspective. It highlights the need for industry to monitor and adapt to the needs of each marketplace to create more opportunities.
The study included responses from more than 4,500 consumers in nine countries – from key UK export markets in North America, Europe, Gulf States and Asia – around what motivates and drives them to choose the food they buy.
Among the key findings was that, while seven out of the nine countries surveyed said ‘quality’ was the most important factor, both China and Japan stated ‘food safety’ as critical in their food choices.
Christine Watts, AHDB chief communication and market development officer, said: “Concerns and priorities vary by market and many could benefit from tailored messaging to appeal to these different interests.
“For instance, in China and Japan food safety is critical. Communication to these markets needs to be tailored to meet the desires of consumers so they know more about the safety of the food they eat.”
The report also closely considers the impact of ‘British’ branding overseas and looks at some of the opportunities and challenges this holds in a post-Brexit world.
Steven Evans, AHDB consumer insight manager and author of the report, said: “The research looked to capture the reaction to ‘Brand Britain’ and understand objectively how other countries see us. We found that many consumers have not had direct exposure to British food products and, therefore, have not had the opportunity to build a firm view of their qualities.
“This highlights that exposure to products and clear branding is necessary to drive awareness and build brand reputation.”
Other key aspects from the report include how different sectors also have different drivers in buying behaviour. For example, while quality was important for both meat and dairy, price featured second in the list for meat while freshness was the second highest purchase motivator in the dairy industry.
Also, promoting the same meat cuts across all countries would not be beneficial for British exporters as lifestyles, tastes and food choices differ around the world.
AHDB International Market Development Director Dr Phil Hadley said: “Often, what we as a British consumer perceive as a good product message will not be relevant for all export markets.
“For example, the Chinese Sunday roast is not commonplace but Dong Po Rou (braised pork belly) is. Both hold a similar association as they both use larger joints but each fit very different meal occasions.
“We also know that a Chinese consumer is comfortable to view the whole journey from farm to fork. But it would be dangerous to assume that the same approach across all export markets will result in the same sales performance.
“A one-size-fits-all approach doesn’t allow for customisation and adapting to meet specific domestic demands. It is critical that British food producers don’t make assumptions that their product has the same relevance across all markets.”
Farming
Pembrokeshire’s top progressive farmers are encouraged to apply for award

IF YOU farm in Pembrokeshire and can demonstrate your farm’s use of the latest technological methods to promote progressive, sustainable agriculture then the Pembrokeshire Agricultural Society encourage you to enter the prestigious Baron de Rutzen Award.
Tim Johns, Pembrokeshire Agricultural Society’s President, said, “We are looking for local Pembrokeshire farmers, under the age of 45, who can demonstrate their farm’s use of the latest technological methods to promote progressive, sustainable agriculture. They also need to show consideration for the environment and habitat sensitivity on their farm as well as present an aesthetically pleasing example of farming in the county. The competition welcomes all those in the livestock and arable sectors to enter.”
Last year’s winners of the Award were Andrew and Jane Phillips of Windsor Farm, Lamphey. They farm 1,100 acres, with 3,000 breeding sheep and lambs. A herd of British Blue cross Limousin suckler cows sired by a Limousin bull and all calves are sold as weaned. The arable side of the business includes 80 acres of winter and spring barley which is mostly used for stock consumption. The surplus is sold. They grow 150 acres of maize which is used in a Totally Mixed Ration (TMR) for their sheep. Again, the surplus is sold to dairy farms. Some land is rented out for growing potatoes and leeks. The autumn season sees the general public invited in to buy some of the six acres of Pumpkins they grow for the Halloween market. Besides this, they are also involved with the holiday business by renting out two shepherd’s huts for visitors.
Baron John Fredrick De Rutzen was President of Pembrokeshire Agricultural Society in 1936 and the Baron de Rutzen Trophy was produced in his memory. The third Baron served in the Welsh Guards and tragically died, aged 36, in 1944.
This year’s entrants must be fully practising farmers within the county of Pembrokeshire and were under the age of 45 years on 1 January 2025. Entries can either be by nomination or direct application online on the Pembrokeshire Agricultural Society website. Click here to apply: Pembrokeshire Agricultural Society Baron de Rutzen Award 2025
The closing date for nominations and applications is at noon on Monday, 30 June 2025.
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)
-
Community4 days ago
Warning after suspected drug-related incidents in Haverfordwest
-
Crime17 hours ago
Paddleboarding boss jailed for ten years after deaths of four in river tragedy
-
Charity7 days ago
Businessman ‘honoured’ to become Wales Air Ambulance’s first business ambassador
-
Charity6 days ago
Charity distances itself from viral post as £4,000 theft claim goes viral
-
News4 days ago
Search continues for man overboard from UK yacht in Irish Sea
-
Crime7 days ago
Two men sentenced for vicious crimes against badgers.
-
Crime1 day ago
Guide condemned as ‘arrogant’ after paddleboarding tragedy claims four lives
-
Community6 days ago
West Wales sewage crisis: New calls for accountability amid environmental concerns