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The Pembrokeshire Beach Food Company

The Pembrokeshire Beach Food Company

WHAT INSPIRED YOU TO SET UP THE PEMBROKESHIRE BEACH FOOD COMPANY?

Way back in 2010 I was sitting at my desk in Swindon wondering how on earth I had ended up there. I was missing the sea and the beaches of Pembrokeshire and was thinking I needed to find a way to get back home quickly - spending hours every day in front of the computer in the middle of the country was not what I wanted to do. So one night I sat down and really looked at what I enjoyed in life and it became clear that the sea, food, and being creative were my passions. The next day I told my boss that I was going to work part time to allow me to start my new mobile catering career which would be based on the best of Pembrokeshire produce from the sea and wild seashore plants and seaweeds. I remember my first ever stall which I set up outside "The Really Wild Farm Shop" at Nant y Coy (sadly no longer open), the owners Brian, Julia and Adam were really supportive of my ideas and let me set up shop on Saturdays during the summer. I got so excited I spent 14 hours prepping and cooking on the Friday. I had Pembrokeshire sushi, several salads, quiches, deli products and crab and lobster. It took me two hours to set up I had so much stuff, it was raining but I had so much fun, met so many people, talked so much that my jaw was aching at the end of the day. It's funny, I ended up working 30 hours in two days, I was aching all over and after counting my takings for the day I worked out that I was on £1.42 and hour, but it still felt like the best days work I had ever done. That summer was mostly spent racing down the M4 to Wales to prep up for weekend markets and local festivals, by the end of the summer I knew that I had to do this full time and so spent the winter planning for the big step into full time mobile catering, launching into full time business in May 2011.

WHAT IS THE STAND OUT MEMORY FOR YOU IN THE COMPANY’S HISTORY?

We’ve been so lucky to experience the successes that we have done throughout our history, from  launching a range of new products that took the food industry by storm, to teaming up with some great Welsh food and drink producers to create some truly unique combinations, such as Mermaid Confetti, a product that celebrates North and South Wales blending our Welshman's Caviar with Halen Mon Sea Salt embracing the essence and soul of the sea. I suppose the stand out memory and game changer for us was being shortlisted for the finals of the British Street Food Awards in our first year of trading in 2011. To help impress the judges, I and my brother Ben (boat builder extraordinaire) built a Beach Shack out of local drift wood. Cafe Môr took the finals by storm winning Best looking Mobiler, Best Drink and most importantly of all Best of the Best 2011! The prize was to cater for the athletes at the London Olympic Games in the athletes village. As a result of winning Best British Street Food Vendor lots of opportunities arose, perhaps the most exciting of these was supplying Cafe Môr's signature dish "SeaShore Wraps" to the athletes in the Olympic Village, the biggest peacetime food operation in history! We were honoured to have five outlets in the athletes village at the Olympic games. It was a truly fantastic experience and one that we are so proud to have been a part of.

WHAT SETS YOU APART FROM OTHER SEAFOOD PRODUCERS?

We’re unique and ambitious and have two strands to our business. There’s Cafe Môr, which was established in 2010 as a street food mobile catering venture, and allows us to really connect with our customers and get to know them. And then there’s The Pembrokeshire Beach Food Company which was established in 2012 to develop the award winning concept of Cafe Môr into new markets such as Food Service and Retail. Cafe Môr continues to exist as a mobile food outlet at Freshwater West beach in Pembrokeshire, attracting thousands of hungry visitors year on year. Our trusty trailer underwent an aesthetic makeover in 2015, as well as being kitted out with a brand new solar and wind energy system meaning we did away with the old petrol generator in favour of clean, renewable power. Cafe Môr has also won the BBC Food & Farming Awards’ ‘Best Street Food/Take Away in the UK’ category and we won silver for ‘Most Sustainable Trader’ at Glastonbury Festival in 2014. The other arm of the business, The Pembrokeshire Beach Food Company represents the travelling beach shack which pops up at festivals across the country and the retail business products. All sorts of sea foraged deli products were created in 2012 to test the high end food retail market, everything from Welshman’s Caviar to Laverbread Pesto. All of the products were developed from recipes used on the street food scene. Welshman’s caviar and Ship’s Biscuits were extremely popular and soon dozens of independent retailers were stocking them all over the UK. Welshman’s Caviar, the original lead product was also awarded a Great Taste award in 2014, securing its position as a firm favourite of our loyal customers. Today, our range boasts an array of seaweed infused products and different flavour combinations, with an abundance of locally sourced ingredients.  

WHICH THREE WORDS BEST DESCRIBE THE PEMBROKESHIRE BEACH FOOD COMPANY?

Creative, quirky, innovative
Welsh Rarebit with Mermaid Confetti

Our very own 'Mermaid' twist on this delicious Welsh classic. Why not try our Captain Cat's Ship's Biscuits for an extra hit of Beach Food flavour? Ready in 15 mins...

The Pembrokeshire Beach Food Company
  Freshwater West

The Pembrokeshire Beach Food Company

“Starting life on the street food scene back in 2010, this little seaside company soon started making waves and proved to be a huge success. Founder, Jonathan, has taken inspiration from his love for Pembrokeshire and the sea to create a range of amazing products. We love Jonathan’s creativity and passion here at Discover Delicious, and his products have changed the way we cook.”

Originally, The Pembrokeshire Beach Food Company was a street food outlet, touring the country serving up seafood with a twist. Now with just one outlet situated at Freshwater West through the summer, we have tuned our efforts towards making food products from wild harvested seaweed from the Pembrokeshire coast.

‘Love Food, Love Beach, Love Sea, Love Life’ – This is our motto here at The Pembrokeshire Beach Food Company, and our products certainly reflect our love and passion of all things beach and sea. From our scrumptious seasonings that add a depth of flavour to any dish, to our luxurious laverbread, our inspiration comes from our gorgeous surroundings here on the beautiful Pembrokeshire coast and all of the delicious little gems it has to offer. Seaweed is fantastic for...[more]

‘Love Food, Love Beach, Love Sea, Love Life’ – This is our motto here at The Pembrokeshire Beach Food Company, and our products certainly reflect our love and passion of all things beach and sea. From our scrumptious seasonings that add a depth of flavour to any dish, to our luxurious laverbread, our inspiration comes from our gorgeous surroundings here on the beautiful Pembrokeshire coast and all of the delicious little gems it has to offer.

Seaweed is fantastic for its abundance of health benefits and beautiful depth of flavour. Our Great Taste Award winning range is ever expanding in a bid to get seaweed in the kitchens, on the dinner plates and fondly into the hearts of everyone!

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JONATHAN WILLIAMS, ‘THE CAPTAIN’, FOUNDER, FORAGER

“Café Môr was opened to celebrate the best of local and sustainable seafood, highlighting innovation. These are still my guiding principles.”

JONATHAN WILLIAMS, ‘THE CAPTAIN’, FOUNDER, FORAGER

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