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.”
Crime
Guide condemned as ‘arrogant’ after paddleboarding tragedy claims four lives

Sentencing of Nerys Lloyd continues at Swansea Crown Court
A FORMER police officer who led a group paddleboarding trip that ended in tragedy has been heavily criticised by victims’ families during sentencing proceedings at Swansea Crown Court.
Nerys Lloyd, 39, admitted four counts of gross negligence manslaughter and a breach of health and safety laws, following the deaths of four people on the River Cleddau in Haverfordwest in October 2021.

The trip, which had been advertised online at £149 per person including accommodation and supervision, ended in disaster when the group were swept over a weir during dangerous river conditions.
The victims were Morgan Rogers, 24, Nicola Wheatley, 40, Andrea Powell, 41, and Lloyd’s co-instructor, Paul O’Dwyer, 42. All were described as beginner or intermediate paddleboarders, with little knowledge of the hazard ahead.
The court heard the river was in flood at the time, with a strong current and a dangerous drop of around 1.3 metres over the weir, except for a narrow fish ramp just wider than a paddleboard.
Prosecutor Mark Watson KC said Lloyd had only a basic instructor qualification, which was not appropriate for guiding a group on a river in such conditions. He told the court nearly two tonnes of water per second was flowing over a one metre-wide section of the weir at the time.
Lloyd was the only member of the group who successfully navigated the fish ramp. The others were swept over the weir and thrown into the fast-moving water.
Families of the victims have condemned Lloyd’s decision to lead the group out in such conditions, calling her actions reckless and accusing her of showing no remorse.
Andrea Powell’s husband, Mark, said his wife would have experienced “sheer panic” and described Lloyd’s failings as “monumental,” labelling her arrogant and careless.
Teresa Hall, mother of Morgan Rogers, told the court: “You guided Morgan to her death,” and described the agony of imagining her daughter struggling to breathe.
Survivor Gemma Cox gave a harrowing account of trying to rescue fellow paddleboarders, saying she had no idea what a weir was and would never have joined the trip had she known.
Another survivor, Melody Johns, called for better safety awareness and regulation, warning that many boards are sold without quick-release leashes that could save lives. A third survivor, Jemma Dugdale, urged organisations including Paddle UK, Paddle Cymru, Sport Wales and Sport England to take action to prevent similar tragedies.
The court also heard that Lloyd was suspended from South Wales Police at the time of the incident, following a caution for an unrelated fraudulent insurance claim. She had not carried out risk assessments or collected next-of-kin information before the trip, causing delays in informing families after the incident.
Following the deaths, Lloyd reportedly said: “It’s my fault 100% … I just turned around and they all fell over.”
The sentencing hearing is due to conclude on Wednesday (Apr 23).
News
Licence up for grabs to sell ice cream at Newgale Beach

A PRIME seaside trading spot has been made available by Pembrokeshire County Council, offering a unique opportunity for an entrepreneur to operate an ice cream van at the popular Newgale Beach.
The council is inviting tenders for a licence to trade from the northern car park at Newgale between 1st March and 31st October each year. Applications must be submitted by 12:00 noon on Wednesday (Apr 30).
Located on the north-west coast of Pembrokeshire, Newgale Beach stretches for over 3 kilometres and is a favourite among surfers, swimmers, and families alike. Sporting events are frequently held on the beach during the summer months, drawing in large crowds and providing a strong footfall for potential ice cream sales.
The designated car parks at Newgale offer 230 spaces and are the closest surface car parks to the beach. Seasonal parking charges apply between March and October.
The council is seeking offers over £5,000 plus VAT per annum for the licence. Trading hours are expected to be between 11:00am and 7:00pm daily, although these times can be adjusted with the prior agreement of the Streetcare and Parking Manager.
The successful applicant will be allowed to sell principally ice cream, but soft drinks and confectionery may also be sold subject to approval. The sale of alcohol and hot food will not be permitted.
Interested parties are encouraged to visit the site before submitting their applications. An application form can be requested from the council’s Property Helpdesk. All offers will be considered up until the exchange of contracts, although the council is not obliged to accept the highest or any offer.
Crime
Templeton pensioner admits assaulting police officer and making nuisance calls

A TEMPLETON woman has admitted making repeated nuisance calls to emergency services and assaulting a police officer.
Ann Gatley, aged 78, of Chapel Hill Lane, appeared before Llanelli Magistrates’ Court charged with two offences following incidents earlier this month.
The court heard that between April 7 and April 9, Gatley persistently misused the public communications network with the intention of causing annoyance, inconvenience or anxiety.
She was also charged with assaulting a female police officer in the Narberth area on April 9.
Gatley pleaded guilty to both offences when she appeared in court on Thursday (Apr 11).
Magistrates adjourned sentencing to allow for a pre-sentence report to be prepared. Gatley is due to appear at Haverfordwest Magistrates’ Court on May 6.
She was granted bail until that date, with a condition that she must not contact emergency services unless in a genuine emergency.
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