Pembrokeshire Fisheries Local Action Group

The Pembrokeshire Fisheries Local Action Group (Cleddau to Coast) was established in 2012 with the aim of supporting the sector and fishing communities within the county. Pembrokeshire County Council acted as lead body for the FLAG, with a FLAG Board made up of industry, public and voluntary sector representation.

This website is aimed at raising awareness of the work of the FLAG and the activities and projects undertaken by the group during the programme period. Guided by the Local Development Strategy, the FLAG delivered a number of projects in support of the industry, some of which have become case studies.

Case Studies

The case studies below provide information on five projects delivered against the key themes of the Pembrokeshire FLAG. They represent fisheries management, development in the seafood processing sector, diversification activity, co-operation and tourism enhancement.

Slipper Limpet Management

Slipper Limpet Management

The project sought to overcome evidence gaps to enable the development of a sustainable low impact method to remove invasive non-native slipper limpets from the seabed and thereby restore native oyster beds.

Until recently, native oysters have been the focus of a small but historic local fishery in Milford Haven. South West Wales Fishing Communities Limited (SWWFC) has an interest in helping to restore the native oyster beds and commercial fishery. In order to enable sustainable development of new restoration aquaculture businesses and to inform the reopening the wild fishery, a project was needed to bring best practice oyster management and slipper limpets removal needs together with the aim of informing future management.

Project Outline

At a biological level, the project centres on the dynamic relationship between two shellfish species. The native oyster (Ostrea edulis) is a UK Biodiversity Action Plan (UK BAP) species of great conservation interest which requires support to enhance its natural environment to encourage stock settlement. In contrast, the slipper limpet (Crepidula fornicata) is a recognised invasive non-native species renowned for its ability to become super-abundant allowing it to carpet the seabed leading to habitat transformation. In essence, slipper limpets domination of the seabed leads to accumulation of anoxic mud which smothers the clean shell (cultch) needed for oyster settlement.

Key Lessons

Relevance to FARNET Themes
By-products, New activities and products, culture and fisheries heritage, environment.

Results and Recommendations
A review report has been completed to help pool relevant information and data in a local context and to form a foundation for scoping and for any required appropriate assessment. It includes:

  • Review of native oyster and slipper limpet data in Milford Haven
  • Slipper limpets removal/potential uses/disposal options
  • Explore potential commercial use of slipper limpetss e.g. bait, animal feed etc in order to offset cost of removal
  • The role of slipper limpets removal in native oyster restoration
  • Potential impacts and ecosystem services
  • Cost-benefit analysis for management options
  • Identification of legislative requirements
  • Highlight the requirements for future trials

A management toolkit also presents site specific best practice management options and implementation:

  • Fisheries management measures to encourage native oyster recruitment
  • Slipper limpets removal and disposal techniques
  • Monitoring approaches of slipper limpets removal/oyster recruitment efficacy

The principal aim of the proposed scoping project will be to establish a knowledge base and management toolkit to inform the management of a re-opened native oyster fishery or restoration aquaculture sites.

The final results of the project have highlighted the technical possibilities of slipper limpets utilization, whereby a strong engagement of all local actors and stakeholders would be required within Milford Haven Waterway to ensure the project was a success.

Total Project Cost:
EFF Axis 4:

Lead: Marion Warlow
Sponsor: South West Wales Fishing Communities
Contact email:

Pembrokeshire Beach Food Co.

Pembrokeshire Beach Food Co.

The Pembrokeshire Beach Food Company (PBFC) has been established since 2012 and is based in Pembroke Dock. Jonathan Williams, the managing director has a long career in the food processing/ catering industry and has been involved with Pembrokeshire Beach Food Company and Cafe Môr for 4 years.

Project Outline

The company developed the Streamline Project to bring a strategy to its business models, as the business has grown since its formation in 2012. Pembrokeshire Beach Food Company (PBFC) has focused on the provision of high quality food products to customers consisting of a range of seafood and marine products including crab, lobster and laverbread. The business now has three key business activities:

  • Manufacturing of specialist deli products ‘Beach Food Products’
  • Festival & Event Catering
  • Food Concession operator

PBFC have established a reputation of making innovative and unique products that celebrate local produce as well as local culture. They specialise in developing added value seaweed and shellfish products that were first launched in May 2013. The deli products where developed firstly to help de-seasonalise the business, which until then was mainly a spring / summer activity primarily based on local events and festivals. Secondly, they helped meet a demand for products outside the festival/ event arena.

To date PBFC have four products which are sold to approximately 150 accounts, which are supplied directly and two wholesalers (Upton Farm and Cotswold Fayre). Products include:

  • Welshman’s Caviar – Great Taste Award 2014
  • Ship’s Biscuits – Launched November 2013
  • Mermaid Confetti – Launched June 2014
  • Captain Cat’s Môr Seasoning – Just launched in October 2014

The Streamline Project’s main focus was further development and expansion of the deli business model. PBFC see the deli range as the largest growth sector in their business and are looking to scale up to meet national and international demands.

Key Lessons

Relevance to FARNET Themes:
Support to business; new products and activities

The main objective of the project was to upgrade PBFC processing capabilities by fitting out a larger processing unit.

The main investment in a seaweed washer supported further product development in the business and greater efficiency in production. As PBFC has grown, this project has supported them with a move from their start-up premises to a more suitable location for the company’s second phase of growth.

One of the challenges of operating a business such as this with a commitment to sourcing local seafood products within Pembrokeshire is the ability to operate as a year round business which PBFC has worked hard to achieve.

PBFC is an example of how small scale processing can develop and meet the challenges of a seasonal industry creating employment and consumer awareness of the Welsh and Pembrokeshire product offer.

Total Project Cost:

EFF Axis 4:

Lead: Jonathan Williams
Sponsor: Pembrokeshire Beach Food Company
Contact email:

Pembrokeshire Coastal Forum

Pembrokeshire Coastal Forum

Pesca-tourism is an activity that provides an opportunity for professional fishermen to welcome tourists aboard to discover the traditional crafts of small coastal fisheries.

This project proposed to undertake a feasibility study to establish the conditions necessary to put pesca-tourism into practice in Pembrokeshire.

Project Outline

The objectives of the project are to evaluate the current and future opportunities to promote pesca-tourism amongst the fishing sector. The Project objectives include:

  • Conduct desk study research looking into examples of best practice of Pesca-toursim UK and Internationally – Var, France.
  • Identify key partners that would need to be involved to develop the pesca-tourism offer (fisheries, angling groups, tourism organisations, marine research organisations environmental organisations, Private sector, Welsh Government and Local authorities).
  • Build a number of small specific and ‘expert’ working groups in Pembrokeshire to include key partners (Stated above).
  • Build a database of potential boats that could / would want to take part in pilot.
  • Establishing all requirements for putting pesca-tourism into practice (safety rules, features of boats, training for fishermen).
  • Assess the potential cost of adaptation of boats.
  • Review of potential pesca-tourism offer that would be compatible with the type of fishing in the area and the protected marine environmental sites.
  • Recommend actions to move to trialling pesca tourism activities.

The feasibility study would potentially provide greater collaboration between the onshore and offshore fishing industries, local people, local authorities policy makers and tourism providers and fishing groups along the Pembrokeshire shoreline. The work of the study can be used as a model for other coastal communities and recommendations could assist in new methods of diversification and marketing of pesca-tourism in the wider fishing sector.

Relevance to FARNET Themes:
Diversification; Tourism; Awareness Raising

Results and Recommendations
The research conducted into pescatourism by PCF has resulted in the following recommendations which would be necessary prior to the commencement of the trialling of pescatourism activities:

  • Set up a formal joint working group with actors identified
  • Investigate EU and other funding opportunities for a pescatourism pilot study in Pembrokeshire.
  • Arrange an educational visit for members of the working group to visit a successful pescatourism pilot project (Cornwall, France or Italy).
  • Conduct research studies into public/tourist interest in pescatourism activities with the general public and tourist organisations/offices aiming to confirm interest in the concept of pescatourism and to ascertain interest for the specific pescatourism offer (i.e. combined with tasting and restaurants) along with appropriate costings.
  • Production of detailed report into legislative requirements including health and safety implications for boats involved in pescatourism. Given the challenge of providing accurate costs of safety compliance modifications required due to widely varying boat types, it is recommended to agree on a limited number of boat types for the initial pilot study to enable a more accurate assessment of costs.
  • Look at historical meteorological data to determine average number of days per summer season where pescatourism would be possible. Obtain further information from other boat tour operators (i.e. wildlife tours).
  • Conduct further research into the state and suitability of each harbour (impact from prevailing weather conditions and average sea states) and location and access to the fishing boats in harbours.
  • Research into the market saturation rate and demand at each harbour – what are the commercial offers already at each harbour / launch location and what would tourists like to see and experience.
  • Run pilot study with three fishermen, all of whom have different shaped vessels from three different harbours in Pembrokeshire to enable a comparison to be made.
  • Obtain feedback from pilot study to inform future initiatives.

Total Project Cost:

EFF Axis 4:

Lead: Jodie McGregor
Sponsor: Pembrokeshire Coastal Forum
Contact email:

Saundersfoot Co-operative

Saundersfoot Co-operative

The co-operative sought funding for an ice machine and cold store allowing for the safe transportation of product from landing to the end customer. Landed catch is immediately iced in order to transport product to the south coast of England. This will allow the product to arrive in as good a condition as possible to gain the best price from the end buyer.

Project Outline

The objectives of the project were to provide a shared resource for the transportation of wet fish species to markets in the south and south west of England. The benefits of this are the ability to sell higher volumes of product to larger buyers who are able to offer increased per kilo prices.

A key objective was to maintain product quality from point of landing through the logistics process. Species such has mackerel have very low shelf life in raw form, so the use of ice is critical to the fish arriving to the buyer in the best condition possible for onward sale.

The project links with the local development strategy of the Cleddau to Coast FLAG by allowing active fishermen to be able to diversify and access buyers who would have been previously out of reach to them. Whilst there is an element of local sales amongst many of the vessel owners involved in the project, they have to be able to access the best possible market prices for their product in order to operate viable businesses.

The initial ice machine proved very successful with the co-operative, who returned to the FLAG with a second application to support the installation of a cold store to hold fish prior to transportation. This in combination with the ice machine and colds store provided a much needed window for the fishermen involved in the co-operative to reduce transport of part loads to buyers, developing greater efficiencies in the supply chain.

Key Lessons

Relevance to FARNET Themes:
Direct sales and short circuits; new products and activities; infrastructure

The projects supporting the co-operative lead to a more cohesive approach to managing the operational activity of the group and building a formal management agreement into the activities of the group with regard to the management of the assets supported through EFF Axis 4.

The group was also supported by a partner project under EFF Axis 3 that supported market development activity on behalf of the group. This led to the development of a website for the group and a tagging scheme to identify the sustainably caught sea bass on rod and line.

The project has helped support the fishermen involved through changes in European Union legislation for minimum landing sizes, which increased to 42cm during the lifetime of the project. With greater returns from the catch due to this, the ability to be able to store landed catch for longer periods of time prior to forwarding to the buyer has been critical for the individual fishing businesses within the co-operative.

The ability to store product has also had a positive effect on the ability of the group to develop local direct sales to the hospitality sector and this is an area the group will move forward with in due course.

Total Project Cost:

EFF Axis 4:

Lead: Berwyn Dennis
Sponsor: Albatross Fisheries

Pembrokeshire Rivers Trust

Pembrokeshire Rivers Trust

The project supported the development of a marketing plan for Pembrokeshire Rivers Trust’s Cleddau Trail and Angling information currently hosted at This included a first print run of 1000 double-sided English/Welsh interpretative leaflets profiling the Cleddau Trail, development of the online ‘Fishing Locations in Pembrokeshire’ information and design of a mock-up panel poster.

Project Outline

The aim of the FLAG project was to develop the original Pembrokeshire Rivers Trust (PRT) Cleddau Trail initiative, a ‘honey pot site’ tour profiling some of the highlights and special aspects of interesting river sites to visit along the Eastern and Western Cleddau rivers, at This project was initially researched (with stakeholders including CCW, PCC and PCNPA) by the Celtic Rivers Trust and Pembrokeshire College in 2006.

This project delivered 3 items:

  • The design and production of an interpretative overview and map, available online from the PRT web site and as a bilingual colour printed A3 double-sided leaflet folded to DL size on 150 gsm gloss paper, to be made available as a tourism resource. (Microsoft Publisher to be used to produce a PDF document.) An initial print run of 1000 leaflets to be produced.
  • The leaflet profiled the Cleddau Trail by means of succinct paragraphs of interpretative information complemented with a map showing the Cleddau rivers catchment.
  • The project also updated and expanded the ‘Fishing Locations in Pembrokeshire’ Angling Information on PRT’s web site at including links and references for the wide range of angling opportunities available including Pembrokeshire Angling Association, Pembrokeshire Federation of Angling Coaches and the searchable Fishing Activities section of Pembrokeshire County Council’s website.
  • In addition the feasibility of a ‘Cleddau to Coast’ Pembrokeshire Angling location panel/poster was researched with stakeholders and a mock-up poster created to complement the above.

Consultations were delivered with the stakeholder organisations, together with Pembrokeshire Coast National Park and all organisations and landowners whose property is profiled on the Cleddau Trail. The aim was to capitalise on the original spirit of co-operation which characterised the 2006 Celtic Rivers Trust project and ensure the leaflet complements other Pembrokeshire tourism stakeholder resources and services.

Relevance to FARNET Themes:
Environment, Culture and Fisheries Heritage, Tourism, Promotion and Awareness Raising

The project built on the work of the Pembrokeshire Rivers Trust to promote these fisheries within the county now the project has been completed. The creation of new content and resources supported community led provision such as the Cleddau Trail project to promote an important aspect of the fisheries sector in Pembrokeshire.

The key results of the project have been:

  • To market the Cleddau trail as an angling and tourism resource in the Cleddau catchment
  • To build awareness of the importance of the Eastern and Western Cleddau river catchments in terms of the life cycle of migratory fish.
  • To create a suite of resources and plans which will be available for other angling tourism projects in the future, for example plans for new interpretative panels/maps at key sites.
  • To bring Pembrokeshire’s rivers into the limelight

Total Project Cost:

EFF Axis 4

Lead: Jo Cunningham
Sponsor: Pembrokeshire Rivers Trust
Contact email:

Image Library

As part of the overall FLAG programme, the issue of infrastructure at Pembrokeshire ports and landing areas was a key issue. An assessment of these ports was made as part of the FLAG programme and photographic records made of the key landing ports. These are available upon request





Fishguard Stena

Freshwater East

Little Haven






Pwll Gwaelod



St Brides




Solva, August 2014 (Raft Race)

Porthclais Harbour

Porthgain Fishermen

Porthgain Lobsters

Milford Haven Fish Market 1953

Milford Haven Fish Market

Pembrokeshire Fish Week Experience

Line Catching