New shop for organic farmers

A highly successful Pembrokeshire farming family, who have boosted their profits by selling organic home reared meat direct to the public, are now preparing to launch an upgraded website and open an organic farm shop.

Philip and Hilary Rogers and their son Luke run Pembrokshire Coast Organic Meat from Cwmrath Farm, which forms part of the National Trust Colby Estate around the village of Summerhill, near Amroth.

The highly successful business, which has won a string of accolades including the fine farm produce award from the National Trust and the Pembrokeshire product of the year award from Pembrokeshire County Council, specialises in fully traceable meat from Hereford cross beef and Suffolk cross Texel sheep.

Since the business was launched last June the family have been supplying meat to customers as far away as Kent and Surrey, who make contact via the current website

With business mentoring and marketing support from David Edwards, a mentor with True Food Marketing, the family are now launching an upgraded website with an online shop, which will sell lower cost boxed meats together with individual cuts of lamb, beef and soon to be introduced pork.

"The meat business is going really well," said Luke. "Our customers believe in buying organic meat and like to know where it comes from.

"We received a lot of orders after winning the National Trust award and hope that our new website, which will allow customers to buy online, will further boost sales.

"David has been a fantastic motivator. He has set us goals to achieve and given us good business direction."

Pembrokeshire Coast Organic Meat is taking part in the True Food Marketing Celtic Recipes programme, which is designed to help Welsh food producers improve their marketing and sales.

Companies taking part in the scheme also have access to management coaching from the business mentoring team.

Managed by Meter a Busnes, True Food Marketing is supported by the Welsh Assembly Government's Food and Market Development Division and the European Union's INTERREG IIIA programme.

The initiative offers tailored business and marketing support for Welsh speciality food and drinks businesses.

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