Business
Ascona boss gives his views on rising petrol and diesel prices
DARREN BRIGGS, the Managing Director of Ascona Group has today taken to social media to express his personal views to the recent rise in oil prices.
Darren founded Ascona Group in 2011 in Pembrokeshire. He began his career in the industry with roles at Elf Oil UK Limited and Total UK Limited, before founding BigOil.net in2004, which he sold to the PRA in 2008. He is probably the best person in Wales to ask about fuel prices.

My personal response and views to rising fuel prices
The heightened geo-political tensions resulting from Russia’s invasion of Ukraine, and the package of economic sanctions imposed by the West in response, mean that we are seeing unprecedented increases in prices for crude oil and of course refined petroleum products (petrol, diesel and the like).
Russia is the second biggest oil producer in the world and the third biggest producer in terms of refined products. Almost 20% of the UK’s diesel is imported from Russia*
The question I get asked a lot is “why the big difference of fuel pricing between your sites and the supermarkets?”
The honest answer is that, ultimately, we will always attempt to be as competitive as commercially possible and sometimes we will retail fuel at zero or very little profit margin to remain competitive in a particularly price sensitive area. The Pembroke Dock and Pembroke area is a prime example (with competition from both Asda and Tesco). Note – Asda is an unmanned site, therefore no staffing costs!
Unfortunately for an independent business like Ascona, the supermarkets have an unfair commercial advantage.
Having worked in this sector for over 25 years, (I now feel old!) here is my insider knowledge:
The supermarkets buy their petrol and diesel on a previous (up to) a 3 weekly ‘lag’. What does this mean?
In simple terms, the fuel they sell today is based on the cost price 3 weeks ago. So when the cost prices sky rocket (as they have in the last 2 weeks), the supermarkets are still buying fuel at a substantially lower price than independent fuel retailers.
So how do independent fuel retailers buy petrol and diesel?
Most fuel supply contracts in the independent market usually last for between 3 or 5 years, and are linked to the Platts commodity price assessment for North West Europe (refined products for petrol and diesel). These products are traded in $ per tonne and then converted into pence per litre using density factors and the exchange rate between sterling and the dollar. There are other elements such as bio fuels, ethanol and others, but let’s try and keep this as simple as possible!
Is there a big pricing lag for independent retailers?
Sadly, no! We do not enjoy a 3 weekly lag that supermarkets do. However, we do have the choice between a weekly lag or a previous day market on close price.
In a very volatile market (like now) the weekly lag offers some protection or comfort in a rapidly increasing market, but if any particular forecourt or business has a high volume of sales, this is short lived.
When prices are volatile and increasing on a daily basis, having fuel delivered from your supplying oil company based on a previous day market on close price means that it is extremely difficult to remain competitive. In fact, it is impossible. If you take the average of last weeks prices, petrol and diesel have risen by over 7 and 12 pence per litre respectively. A forecourt operating on a previous day price would have to pass on these huge cost increases immediately. Not doing so would be commercial suicide, but this leads to big price differences at the pole sign!
It should be noted that all Shell branded dealer sites across the UK operate on a previous day market on close price. I estimate over a third of dealers operate on a previous day market on close price.
Ultimately, ours is a very tough industry to be in. Forecourts have to rely on retail shop sales and other associated retail services to remain competitive and to make a net profit.
Taking into account the increases in energy costs and minimum wage increases this year, the average petrol forecourt in the UK costs over £20,000 a month to run. Fuel volumes are still around 90% of pre-covid levels and fuel margins remain between 5 and 9 pence per litre depending on price sensitivity of the local area, since Covid.
However, the fuel margins in the coming weeks will inevitably reduce as we try and remain as competitive as possible within the UK retail fuel market. There will be significant price differences in pole sign prices.
I will leave you with a final thought …
Whilst the mainstream media is bemoaning fuel retailers for increasing prices at the pole signs, international wholesale markets are in fact driving global change for reasons identified at the beginning of my post.
The UK, in fact, probably has cheapest petrol and diesel in Europe when you deduct motor fuel duty and VAT. But of course someone has to pay for furlough?
*source – Goldman Sachs strategic review February 2022.
Business
Herald expands sales team as Milford Haven growth drives demand
THE PEMBROKEHIRE HERALD is launching a recruitment drive to bring in two new sales executives as the newspaper continues to grow its commercial operations across the county.
The move comes as the Herald strengthens its position as the leading independent news platform in West Wales, with increasing demand from local businesses looking to advertise both in print and online.
The expansion is being driven in part by the rapid growth of Milford Haven and the wider energy sector, with major investment in green energy projects, port activity and associated industries creating new opportunities for local businesses.
As the area continues to develop as a key energy hub, more companies are seeking to reach customers, partners and the wider community through trusted local media.
The successful candidates will work directly with Pembrokeshire businesses, helping them promote their services to a growing audience through the Herald’s expanding digital reach and established print readership.
Editor Tom Sinclair said the recruitment reflects both the changing local economy and the Herald’s increasing audience.
He said: “Milford Haven is expanding rapidly, particularly with new energy and green projects coming forward, and that’s creating real opportunities for local businesses.
“At the same time, our audience continues to grow across both our website and social media platforms, meaning we can now offer advertisers a much bigger and more effective platform than ever before.”
The new roles will focus on building relationships with local firms, developing advertising campaigns, and identifying new opportunities across sectors including tourism, retail, trades, energy and professional services.
The Herald has continued to invest in its digital platforms, including Herald.Wales, alongside its well-established print edition, offering advertisers a multi-platform approach to reaching customers.
The recruitment drive also comes at a time when many local businesses are looking for cost-effective ways to promote themselves amid ongoing economic pressures.
Mr Sinclair added: “Local advertising matters. When businesses advertise locally, that money stays in the local economy. It helps create jobs, supports families and helps communities grow alongside the businesses within them.”
The roles are expected to appeal to motivated, target-driven individuals with strong communication skills and an interest in media, sales or marketing.
Both positions are based in Pembrokeshire, with opportunities for training and career progression within the Herald’s growing media group.
Anyone interested in applying is encouraged to email [email protected] with a CV and covering letter before Tuesday (Apr 1, 2026).
Business
Jobs fall in Pembrokeshire as payroll numbers drop over past year
Employment down by 124 year-on-year with further monthly decline recorded in February
EMPLOYMENT in Pembrokeshire has fallen over the past year, with new figures showing a drop of 124 jobs compared with the same period in 2025.
Data for February 2026 reveals that 47,801 people were on payroll across the county, representing a 0.3% decrease year-on-year.
The latest monthly figures also show continued pressure on local businesses, with payroll numbers falling by 82 compared to January — a 0.2% drop.
The data, based on analysis of Office for National Statistics payroll figures by employment app WageSight, paints a mixed picture for the county’s labour market.
Compared with other Welsh local authorities, Pembrokeshire ranks 12th out of 22 for employment change, placing it in the lower half of performers.
The Herald understands that while some parts of Wales have seen modest job growth, others — including Pembrokeshire — continue to experience a squeeze on employment levels.
Paul Hebden, Director at WageSight said: “The latest figures underline the continued pressure on employment in Pembrokeshire. Payroll remains down compared with last year, and recent month-on-month data suggests employers are still cutting back.”
Nationally, employment trends remain uncertain, with fluctuations across different regions and sectors creating an unpredictable backdrop for businesses.
It remains unclear whether the recent decline marks the beginning of a longer-term trend or simply a short-term dip, but the figures suggest that employers in Pembrokeshire are continuing to act cautiously in the current economic climate.
Business
Haverfordwest cinema one of six council properties for sale
SIX COUNCIL-owned properties in Pembrokeshire, including Haverfordwest’s Palace Cinema, a boatyard, and a former social services premises in Tenby, are to be put up for sale following a decision by senior councillors.
At the March 16 meeting of Pembrokeshire County Council’s Cabinet, members were asked to back the disposal of six properties in the county’s portfolio as well the earmarking of four properties for other purposes.
A report for members said: “The Property Department has recently undertaken a review of the council’s estate to identify underused or vacant properties that are no longer required for service delivery and could be transferred internally or disposed of to generate capital receipts.”
The report listed six assets which members were asked to declare surplus for disposal by freehold sale.
Those assets were: Iveston Farm, Maidenwells; land east of Cleddau Reach School, Llangwm; Palace Cinema, Haverfordwest; St Asaph, Trafalgar Road, Tenby – social services premises; land at East Llanion Marine, Pembroke Dock – boat yard area; and land at Maidenwells – development plot.
For those six properties, it said of Iveston Farm: “Farm homestead in need of extensive renovation. An approach to local agents will begin to market the homestead and surrounding land. The remainder of the land areas are to be re-let as part of the County Farm Estate.”
For the land east of Cleddau Reach School, it said: “Areas of land parcels that no longer form part of the school demise and offer no opportunity to the authority and is therefore to be declared surplus for disposal.”
For Palace Cinema, it said: “Freehold of property to be sold. The property is listed and requires significant investment.”
For St Asaph, Trafalgar Road, Tenby, it said: “The property is not required or suitable for other internal services and is therefore to be declared surplus for disposal.”
For East Llanion Marine, it said: “Freehold of the property to be sold. This is an area of land (0.29 acres) adjacent to Port owned land. Both parcels are leased to East Llanion Marine. The property is not required or suitable for other internal services and is therefore to be declared surplus for disposal.”
For the land at Maidenwells, it said: “The property is not required or suitable for other internal services and is therefore to be declared surplus for disposal.”
It also listed three assets in which cabinet was asked to declared surplus to the requirements of one council department and appropriated to another use within the council.
Those were: Portfield Social Activity Centre, Haverfordwest – for future education project; Eastgate Centre, Pembroke – for future re-development project; and land west of Cleddau Reach School, Llangwm – for future education project.
Members were also asked to remove one property declared surplus to council requirements, appropriated for a particular use within the council: Pembroke Dock Watersports Centre – Watersports centre in occupation.
Members backed the 10 recommendations.
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