News
Serial rogue trader and fly tipper prosecuted
A ROGUE trader has started a prison sentence of 19 months after admitting a series of charges following a prosecution by Pembrokeshire County Council Trading Standards, Public Protection Division.
Ashley Price pleaded guilty to 16 charges and appeared before Swansea Crown Court for sentencing on Friday, November 25.
The catalogue of offences, dating from February 2019 to January 2022, included theft, fraud, fly-tipping incidents and multiple counts under consumer protection legislation.
The investigation also involved officers from Dyfed-Powys Police and the Waste Management Team of Pembrokeshire County Council.
The court was told that Price, of Waterston Road, Milford Haven, took money from some customers and did not complete work; carried out poor work at other homes and refused refunds; failed to provide paper work and routinely gave false information.
As well as regularly changing the name of his business he often gave his name as Andrew Price.
The first victim was a woman who paid Price – trading as Coast & Country Property Maintenance – £1,100 to replace guttering and soffits.
Price took the money but failed to return to do the work and could not be contacted. Trading Standards officers initially tried to contact Price to provide business advice but he failed to attend an arranged meeting.
Another couple from Carmarthenshire engaged Price trading as New Look Roofing to carry out work on their leaking roof and paid £1000. But it soon became obvious that the work was substandard as some of the plastic boards he had fitted began to fall off the next day. A refund was demanded.
Price claimed at one point someone had been impersonating him despite the victim clearly recognising him as the person who had carried out the work.
The couple were promised a refund of £600 but this never materialised.
In October 2020 police officers received a report of a significant fly-tipping incident in Herbrandston, where a bathroom suite had been dumped.
An address label led police to a couple in Milford Haven who said a man had done some work for them and removed the items for £100. Price was linked to the crime by a flyer he gave the couple for New Look Roofing.
In January 2021 trading as New Look Landscapes, Price cold called at a property in Haverfordwest and agreed to cut down a tree and repair a porch roof for a man. The repair was later found to be substandard. Whilst at the property Price also offered to replace the front door and door frame for £1000. The money was paid but Price never returned.
The same month trading as A & C Roof Care Price cold called at two properties in Narberth and carried out roof repairs. He failed to give paperwork including the statutory cancellation notice.
Most recent charges relate to an elderly vulnerable man who was suffering from Alzheimer’s disease who had engaged Price to carry out work on a chimney and replace a garage door in September 2021.
Work was started to take part of the chimney down but not completed despite multiple transfers of several hundred pounds to Price.
Price never handed over any paperwork which was believed to have been a deliberate tactic to confuse an elderly and vulnerable man.
In January 2022 the victim was approached again and had some roof tiles replaced. He contacted the police and Price was arrested.
The court was also told about another fly-tipping incident that Price admitted.
In August 2021 a substantial amount of waste was dumped on land at Walwyn’s Castle and examination of the rubbish by officers from Pembrokeshire County Council Waste Management found details of a business in Cardigan.
The business was contacted and it was confirmed Price had attended to remove the waste.
In mitigation Price’s barrister informed the court was told that Price had no disqualifications and that the offences were committed whilst Price was in a previous relationship when he was using cocaine.
His barrister went onto say that Price was now in a settled relationship and had a young baby.
Price was sentenced to 19 months in prison and will serve at least half of that time. The Court also made a Deprivation Order in respect of the van seized from Price.
Cllr Michelle Bateman, Cabinet Member for Regulatory Services, paid tribute to the joint working between Pembrokeshire County Council departments and Dyfed-Powys Police.
“This goes to show that no matter how complex the cases, we will continue to investigate rogue traders alongside partners and take them to court.
“Crimes such as those Ashley Price committed have a real impact on the victims who are left to pick up the pieces of shoddy work or left out of pocket when he failed to turn up to do the work he promised.
“Fly-tipping also has a major impact on our communities, blighting our countryside and beauty spots and costing the Council and therefore Council Tax payers to clear away.
“I hope this case acts as a warning to others who would act in the same way.”
Cymraeg
Everyday spaces key to future of Welsh language
EVERYDAY use of the Welsh language must extend beyond classrooms into workplaces, communities and online spaces if it is to thrive, according to a new report.
The study, published by the Commission for Welsh-speaking Communities, highlights the need for greater investment in the social, cultural and digital environments where people live their daily lives.
The report, Cymraeg in every community: strengthening the Welsh language, focuses on areas where fewer than 40% of people speak Welsh. It examines how the language can become a more natural part of everyday life in these communities.
The Commission says that while education remains vital, it cannot carry the responsibility alone. Young people must have opportunities to use Welsh outside school, particularly in activities they enjoy such as sport, youth groups and cultural events.
Among its recommendations is the creation of a dedicated fund to boost Welsh-language content online, including support for young people producing digital media in Welsh.
The report builds on earlier work published in August 2024, which focused on areas with higher numbers of Welsh speakers.
Commission co-chair Dr Simon Brooks said: “To ensure Welsh is a national language that belongs to us all, its future as a community language must be secured in every part of Wales. We urge the next Welsh Government to act on these recommendations with ambition.”
Co-chair Professor Elin Haf Gruffydd Jones added that there is strong appetite to use Welsh, but a lack of spaces to do so.
She said: “More than half of Welsh speakers live in areas where fewer than 40% of people speak the language. Public policy must create the right conditions for Welsh to flourish in everyday settings, with real investment in the spaces where people spend their time.”
She also pointed to international examples, including the Basque Country, where communities have actively created environments for their language to be used naturally.
Cabinet Secretary for Finance and the Welsh Language, Mark Drakeford, said the Welsh Government remained committed to its target of one million Welsh speakers by 2050.
He said: “Significant progress has already been made, with 17 recommendations from the Commission’s first report implemented during this Senedd term. This latest report provides a strong foundation to build on that momentum.”
Entertainment
Huw Edwards criticises TV drama about his downfall
FORMER BBC news presenter Huw Edwards has issued a strongly worded statement criticising an upcoming television drama based on his fall from grace.
Edwards, who received a suspended prison sentence after admitting offences relating to indecent images of children, said the programme was produced without properly checking its claims with him.

The two-part drama, Power: The Downfall of Huw Edwards, features actor Martin Clunes portraying the former newsreader.
In a statement published in the national press, Edwards claimed those behind the programme failed to verify key elements of the story before filming began. He said producers only approached him for comment after production had already been completed, and even then retained editorial control over any response.
He also questioned whether contributors to the programme had been paid, suggesting the drama may not accurately reflect events.
Edwards said he had already expressed “deep regret and remorse” for his crimes during court proceedings, having pleaded guilty at the earliest opportunity.
He added that he found the offences deeply disturbing and offered a further apology, acknowledging that each image involved a real victim.
The former presenter said he is now working on his own account of the events, although progress has been slow due to ongoing health issues. He has previously spoken about long-term mental illness, which he said had worsened in the period leading up to his offences.
However, he stressed that mental health difficulties should not be used to excuse criminal behaviour.
Edwards rose to prominence as one of the UK’s most recognisable news anchors before his career collapsed following allegations of misconduct and subsequent criminal charges.
In September 2024, he was handed a six-month suspended sentence and placed on the sex offenders register for seven years. He was also ordered to complete a rehabilitation programme.
Responding to his criticism, a spokesperson for Channel 5 said the drama was based on interviews with those involved, including the complainant and journalists who broke the story, as well as court reporting and message evidence.
They added that the programme was produced in line with broadcasting regulations and that allegations featured in the film had been put to Edwards through his legal representatives in advance.
Farming
Benefits of breeding for wool quality explained as global demand rises
AS GLOBAL demand for sustainable textiles continues to grow, wool is presenting farmers with a renewed opportunity to increase revenue by improving flock quality.
Competition shearer and sheep farmer Matt Smith has been working for several years to enhance the value of wool from his Romney flock. However, he believes it could take another decade before he achieves the level of fleece quality needed to deliver a significant uplift in returns.

“We have invested heavily in genetics, particularly to improve micron density within the flock,” he said. “High-quality wool is in demand for premium, sustainable clothing, and better micron density combined with a higher comfort factor will always attract stronger prices.”
While his flock already produces wool that commands a good return, Smith believes there is further potential—particularly with the introduction of new technology that allows more precise measurement of wool quality.
“I have been fortunate to trial a new handheld device from Woven Optics, which measures micron and comfort factor in real time,” he explained. “It has allowed me to clearly see how breeding decisions are influencing wool quality.”
Developed in Australia, the Woven Optics device is designed for use in a range of conditions and has proven to be an accurate on-farm testing tool. In the UK, the company has partnered with Heiniger to bring the technology to farmers.
“I have been working with Hefin Rowlands from Heiniger to monitor our Romneys using the device,” Smith added. “While it represents a significant investment, it is small compared to what we already spend on genetics.”
He believes the technology offers farmers a practical way to track improvements and better understand how breeding choices impact wool value.
“It is an enabler,” he said. “Having the ability to test wool on farm in seconds could help shift the industry back towards prioritising wool as a key genetic trait.”
Smith argues that this shift is not just about profitability, but also about animal health and long-term sustainability.
“In recent years, breeding has focused heavily on carcass weight to meet market demand for larger cuts of meat, and wool quality has been overlooked,” he said. “That has had unintended consequences.”
Drawing on his experience as a contract shearer across the UK, Smith has observed a decline in fleece quality in many flocks.
“I am seeing more yellowing in fleeces and a stronger odour, which can increase susceptibility to fly problems,” he said.
He warns that neglecting wool quality may also be contributing to a growing reliance on chemicals, antibiotics and anthelmintics—raising concerns about resistance and animal welfare.
“As a sheep breeding nation, we risk forgetting how important wool quality is to overall sheep health,” he added. “Changes in fleece condition, combined with warmer temperatures, can increase flystrike risk. By breeding for better wool, we can reduce these issues and cut reliance on pharmaceuticals.”
Smith believes that embracing technology such as the Woven Optics device could help reverse current trends.
“Breeding in the wrong direction is not sustainable,” he said. “By improving wool quality, farmers can produce healthier, more valuable sheep. The tools are now available, and the opportunity is there to restore wool as a priority within UK sheep farming.”
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