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First for Cambrian Mountains Lamb on TV shopping channel!
Tuesday 8 November 2011 will see Cambrian Mountains Lamb sold via the UK‟s top shopping channel QVC for the first time. The fresh Welsh lamb boxes of different meat cuts will be sold on air and via the channel‟s website. The lamb is produced by a group of farmers who are part of a rural initiative backed by HRH The Prince of Wales and adhere to strict environmental and animal welfare standards to produce exceptionally high quality meat.
The hour long cookery show, which will be on air live from 1pm on 8th November, will feature Cambrian Mountains celebrity chef Rhodri Edwards of Y Ffarmers, Llanfihangel y Creuddyn near Aberystwyth and Gareth Rowlands (farmer and co-founder of Rachel‟s Dairy) who is a Director of the Cambrian Mountains Company.
During the live QVC show, Rhodri will tempt viewers with a range of mouth-watering recipes for various succulent lamb cuts - from traditional Welsh Cawl to a Moroccan style lamb tagine. Other dishes include herb seasoned leg roast; loin chops with roast vegetables plus neck fillet with red wine and red currant sauce. Produced naturally by a group of 21 traditional hill farming families, the lamb is an exceptional quality product that is convenient to prepare.
Rhodri is also one of a group of Cambrian Mountains Tourism Ambassadors recently appointed by HRH The Prince of Wales to help promote quality tourism in the region. Rhodri and his wife Esther‟s restaurant was recently voted the best place for Sunday lunch in Wales.
Throughout the show Gareth Rowlands will explain the Cambrian Mountains Initiative and the way in which the farmers have come together to raise standards and market their produce. The Initiative, of which The Prince of Wales is President, helps sustain traditional upland farms and rural communities. The „Mynyddoedd Cambrian Mountains‟ brand logo also incorporates The Prince‟s watercolour of Cwm Berwyn, near Tregaron.
QVC has an average of 8 million customers with 20 million viewers per year. Commenting, Cambrian Mountains Company Business Manager, Deanna Leven said, “This is a marvellous opportunity to showcase Cambrian Mountains Lamb and offer thousands of
UK viewers the opportunity to purchase the best tasting, pure meat from the heart of Wales. It is also a great way to raise the profile of the area and the way in which the initiative has helped to add real value to local farmers. We hope this will be the start of an on-going relationship with QVC for future sales of lamb and other Cambrian Mountains products.”
To find out more about the Cambrian Mountains Initiative, please contact:
Deanna Leven (CMI Business Manager)
Tel: 01970 639 410
Email Deanna@cambrianmountains.co.uk
Web: www.cambrianmountains.co.uk
Sea2shore Festival 2011
Joint organisers of the inaugural Sea2Shore festival, Food Centre Wales and Aberystwyth & District Sea Angling Association extend a big thank you to all who supported the event in Aberystwyth on Saturday 20th August. Special thanks go to Communities First (Penparcau & West Aberystwyth) for their invaluable assistance in organising the Festival.
The festival was a resounding success, and despite the odd shower of rain it surpassed all their expectations with the promenade, Bandstand and Kings Hall Piazza heaving with well over 1,500 visitors and locals alike enjoying everything on offer during the interesting and fun packed day.
George Barratt and Carl Worrall of Aberystwyth & District Sea Angling Association said “We are over the moon with the large number of people who came to see the demonstrations and taste the wonderful sea food available to us from Cardigan Bay, and it just goes to show that there is a huge need and hunger for a regular festival of this nature on the Prom in Aberystwyth”.
The demonstrations from local and national organisations included the Aberystwyth RNLI inshore Life Boat, St John’s Ambulance, Aberystwyth Coastguards, Chip Pan Fire Safety with Aberystwyth Fire Brigade, Aberystwyth Air Cadets, Beach Casting with Carl Worrall and Tony Oates, Fly Casting with Emyr Breeze and Sue as well as Fly Tying with George Baron in the Bandstand. Moreover, hundreds of people lined the promenade to watch Life Saving on the beach with Aberystwyth Life Savers and Jeremy Turner giving a running commentary of the whole process as it unfolded before their eyes.
Highlights of the day within the Bandstand included two cooking demonstrations with local Penparcau boy made good ‘Dai Chef’. Dai and his team (his son and daughter, Dan and young Megan) wowed the audience with their culinary skills and local humor! They showed us how to cook fresh Salmon and made a fantastic Sea Food Chowder that members of the audience were able to taste. In addition, Gill Reacord from Gill’s Plaice in Aberdyfi gave an excellent demonstration on how to prepare Lobster and Crab. Both of their demonstrations were projected on to a large screen for all to see and hear.
A huge boost to the day was popular Radio Wales presenter Ollie Hides popping in to say hello. Ollie was brought up in Aberystwyth and his family still live in the area. He is a keen fisherman who knew many of the local characters present, and enjoyed the atmosphere of the festival on the Prom. By far the best catch of the day was local boy Carl Worrall who roamed the festival with his radio microphone and interviewed the experts about their fishing equipment and techniques…...he was a complete natural!
The stalls present on the King’s Hall Piazza were very popular with hundreds of people browsing and purchasing their products. Dean Parry’s water tank full of live Lobsters and Spider Crabs were a huge hit with adults and children alike.
Other popular activities available throughout the day in the Bandstand were, Craft workshops with Merry Makers and the National Library of Wales’ Culturenet Cymru Project provided digital storytelling activities. South and West Wales Association of Sea Angling Clubs were also present in the Bandstand to show examples of sea fishing rigs, rods and the first bio-degradable bait available in Wales.
In addition, the Treasure Hunt organised by Cynnal Y Cardi Officers was very popular with over 50 entrants and won by Orin & Edward and Molly Davis.They received fishing starter kits which were donated as prizes by Aberystwyth Fishing Tackle Shop and presented to the winners by eorge Barratt. Aberystwyth Sea Cadets organised a ‘Duck Race’ on the river in Trefechan to raise money for the organisation. The Sea Cadets wish to convey their appreciation to all who supported their event.
A special thanks goes to all who helped fund the event which included, Aberystwyth Town Council, Tourism Partnership Mid Wales, Communities First Penparcau & West Aberystwyth, Bam Nuttall (Civil Engineers) and Ceredigion County Council’s European LEADER programme Cynnal Y Cardi.
Aberystwyth Farmers' Market Voted One Of The UK's Top 10
Aberystwyth Farmers' Market has been voted one of the Top 10 Farmers' Markets in the UK. Writing in the Times newspaper, Henrietta Green, widely acknowledged as a leading expert of British, regional and local quality food, said: "Aberystwyth is a low-key market but you get the sense that it is hugely important to the community and it is full of good, honest producers".
Aberystwyth Farmers' Market Coordinator, Jan Fenner, is delighted with the news that not only has the market been included amongst the Top 10 UK Farmers' Markets but it is the only Welsh Farmers' Market to be included. Jan Fenner said: "Aberystwyth Farmers' Market is going from strength to strength hosting up to 27 producers all selling their own produce that has been grown, reared and made by them. You'll see seasonal vegetables, salads and fruit adorning the stalls along with every other produce that customers need for their weekly shopping list. The Aberystwyth Farmers' Market provides an excellent outlet for farmers and small business’."
The Aberystwyth Farmers' Market, held on the first and third Saturday of the month, is supported by Ceredigion County Council and receives sponsorship from Aberystwyth Town Council. Organisation of the Aberystwyth Farmers' Market is the responsibility of Food Centre Wales.
Royal Welsh Show 2010
Kay Lewis & Richard Jones receiving certificates on behalf of staff at Dunbia who successfully completed a Meat Cutting Skills Course at Food Centre Wales.
Cllr Keith Evans Leader of Ceredigion County Council, Kay Lewis & Richard Jones of Dunbia Llanybydder, John Davies, Manager at Food Centre Wales.
Cllr Haydn Lewis, Chairman of Ceredigion County Council Presented Cheese Making certificates to Carol Coffin and Hopkin Evans on completion of the course at Food Centre Wales.
Carol coffin, Cllr Haydn Lewis, Chairman of Ceredigion County Council, Hopkin Evans, John Davies, Manager Food Centre Wales.