Initiatives
The Cambrian Mountain Initiative
The Prince of Wales founded the Cambrian Mountain Initiative to help sustain traditional farms in Mid Wales. Farmers and local food producers who are part of the scheme will market their produce under the brand to help support farmers and the local economy.
The initiative is being developed with the support of the Welsh Assembly Government and will promote rural enterprise and add value to local Welsh products and services.
The Prince painted a special watercolour which is used to help define the unique Cambrian Mountains brand and produce.
A contract has been secured with the Co-operative Group to supply their Truly Irresistible premium range throughout the UK.
Further plans include developing distinctive farm tourism and associated rural activities. Through this, the Cambrian Mountains brand will promote the region and signal values that consumers will recognise and trust.
The partnership includes Ceredigion, Powys and Carmarthenshire local authorities, the Countryside Council for Rural Wales (CCW) and the Welsh Assembly Government. A steering group has been formed, chaired by Peter Davies, Co-Chair of The Prince’s Charities in Wales.
A food marketing group has also been established chaired by Gareth Rowlands, founder of Rachel’s Organic Dairy, with project manager Wynfford James.