Prince helps put money back into Mid Wales

Originally established to market lambs from Mid Wales, levies raised from that initiative are now being used to set up a Cambrian Mountains Sustainable Development Fund, a visitor contribution scheme “Cariad Cambrian” and a Cambrian Mountains Tourism Ambassador scheme.

The new fund will operate through the Cambrian Mountains Charity, with the aim of supporting small scale development activity by communities and voluntary organisations in the area.

It has been established through the income received over the last two years from the sale of Cambrian Mountains Lamb under the Co-operative Supermarket’s Truly Irresistible range.

The partnership between the Co-op as the retailer, Dunbia as the processor and Cambrian Mountain lamb producers has provided premium quality lamb to Co-op customers across the UK, with 10p per pack being allocated to the charity for local projects.

In future the fund will benefit from donations made by visitors to the region under the first operational visitor payback scheme to be set up in Wales - Cariad Cambrian - which is aimed at raising the profile of tourism in the area.

Donations

“The scheme is not a tourism tax. It works by encouraging visitors to donate small amounts during the course of their visit, say by opting to pay an additional pound on the price of a lovely meal, or ten pence on their entrance fee to a local attraction,” says initiative chairman, Peter Davies.

“The money raised will go to the Cambrian Mountains Charity, to be dispersed to the communities in the area through a small grant fund to which they can apply.

Thanks to funding from the Countryside Council for Wales and Tourism Partnership Mid Wales, a communities and sustainable development officer will be appointed to lead the process of engaging with local communities.

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