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CAMBRIAN MOUNTAINS TOURISM AMBASSADORS

NEWSSPRING/SUMMER 2012

VISITING OUR AMBASSADORS

FOLLOW THE TEXTILE TRAIL

THE CHARM OF LLANERCHAERON

WATER, WATER EVERYWHERE

The Cambrian Mountains of MidWales comprise some of the mostbeautiful, unspoilt landscapes in

Europe. They include rare naturalhabitats for wildlife and are home totraditional upland farming practicesdating back to the Middle Ages.

Stunningly beautiful, the area ishowever an unforgiving landscape inwhich to live and farm. This is why HRHThe Prince of Wales has initiated TheCambrian Mountains Initiative (CMI) to

help sustain traditional upland farms,rural communities and the naturalenvironment. A key objective is to helppromote rural enterprise and add valueto regional produce and services byensuring strict ethical standards andhigh quality for consumers.

The Cambrian Mountains Initiative (CMI)is a wide ranging project that includes anumber of different organisations andpartners who are focused on preservingand promoting the very best of the area

– in particular our exceptionally cleannatural environment, vibrant ruralcommunities and traditions.

In 2008 Their Royal Highnesses ThePrince of Wales and The Duchess ofCornwall established their Welsh home(above) at Llwynywermod at Myddfai,near Llandovery. We are most gratefulto them for their enthusiasm andunstinting support for the CambrianMountains region and our localcommunities.

As part of The Cambrian Mountains Initiative (CMI), a newscheme of CMI Tourism Ambassadors has been establishedto recognise high quality tourism establishments in the area. They include hotels, restaurants, self-cateringaccommodation as well as visitor attractions.

The scheme is designed to acknowledge the Ambassadors’important contribution to rural communities, including theiruse of Cambrian Mountains and other local food produce;also the way they encourage visitors to connect to thecountryside and culture of Mid Wales.

The award of the prestigious accolade ‘Cambrian MountainsTourism Ambassador’ is based on independent advice each

year. The establishments listed overleafare the CMI Ambassadors for 2012 andmore will be announced in due course.These Ambassadors have signed up tostrict criteria and principles and areentitled to use the CMI TourismAmbassadors brand identity and display theCambrian Mountains distinctive wooden plaque.

This special, bilingual plaque was created by Coed Cymruusing native Welsh sycamore wood sourced in the CambrianMountains. The tree came from Pontsioni, near Builth Wellsand was hand-turned by Richard Freeman of Llanidloes.

www.mynyddoeddcambrian.co.uk

The Cambrian Mountains Initiative

About our Tourism Ambassadors 2012

HRH The Prince of Wales pictured on a farm visit with Cambrian Mountains farmer James Raw

To support the Cambrian MountainsInitiative, HRH The Prince of Waleshas helped develop a distinctivebrand. As part of this, His RoyalHighness has kindly painted aspecial watercolour that is nowincorporated in the brand identity.

The painting is of Cwm Berwyn(meaning ‘Berwyn Valley’) near

Tregaron in the heart of the region. It is seen fromthe top of Rhiwdywyll, with Pantshiri on the left andCraig y Fintan on the right.

HRH The Prince of Wales firstexplored the CambrianMountains as a student atAberystwyth University in1969.

The Cambrian Mountainsbrand is being used bylocal food producers tohelp signify taste, qualityand provenance. All producers agree to strict brandprinciples and are committed to help sustain the CMI as a whole.

Adding brand value to local produce

www.cambrianmountains.co.uk

Exploring the Cambrian Mountains

Cymraeg!

One of Wales’s best kept secrets, theCambrian Mountains region has a rich,and diverse history dating back to wellbefore Roman times.

Throughout the ages, the mountainshave been variously mined for gold,silver and minerals, as well as providingstone and timber to build traditionalfarmhouses, roads and railways.

In the 12th century, Strata Florida (inWelsh ‘Ystrad Fflur’) was a magnificentCistercian abbey where monksestablished large scale sheep farmingand the export of Welsh wool andmeat. The Cistercians also spawned ahost of other crafts, skills and traditionssuch as weaving, as well as creatingassociated trade routes across themountains.

The monks also excelled in Welshpoetry and recorded myth and folklorein manuscripts, including the Tales ofthe Mabinogion. Many of their tradeactivities led to settlements around theedge of the central rock mass and intime these communities formed anecklace of towns and gateways to theactual Cambrian Mountains. Today the ruins and site of Strata Florida are preserved as a visitor attraction seewww.cadw.wales.gov.uk

Walking, mountain biking, canoeing,fishing, natural history, spectacularwildlife plus a host of cultural activitiesare on offer. Whatever your interest,you are sure to find fascinating aspectsto explore and enjoy. Once discovered,vistors return time and time again tothe Cambrian Mountains finding everricher cultural dimensions and freshnew activities to pursue.

This newsletter is aimed primarily atvisitors to the Cambrian Mountainsfrom outside the region. Each yeartourists are fascinated to discover thatthis part of Wales is very bilingual andthat Welsh (Cymraeg) is widely used in everyday life. The Welsh languagecontributes to visitors’ experience ofbeing somewhere unique and quitedifferent.

In many local communities Welsh ispeople’s first language. In Ceredigioncounty 52%, and in Powys 21%, ofpeople speak Welsh and many schoolsalso teach through the medium ofWelsh. It is an ancient Celtic languagethat is pronounced phonetically. Whynot try a few phrases yourself?

Cymru - WalesBore da – good morningNos da - good nightPlis – pleaseDiolch yn fawr – thank youGwesty - hotelBrecwast - breakfastCoffi - coffeeTe – teaSiocled - chocolateBiscedi – biscuitsCwrw - beerGwin coch – red wineGwin gwyn – white wineIechyd da! – cheers! (good health)

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The Metropole Hotel Llandrindod Wellswww.metropole.co.ukA longstanding favourite, this 4 starVictorian spa town hotel dates from1896. A mix of traditional and modern,recently upgraded bedroomscompliment a new hotel spa andtreatment centre (also open to non-residents). Enjoy fine dining anddelicious Sunday lunch in the hotel’sAA Rosette restaurant or informalmeals in the Spencer’s Brasserie.

04 Lasswade Country House Llanwrtyd Wellswww.lasswadehotel.co.ukAA 2 Rosette. 4 Star ‘Restaurant withRooms’. 2011-12 UK Green Champion and2008-10 UK Sustainable Food winner.Personally run by owners Roger andEmma Stevens whose eight bedroomEdwardian House was described in theDaily Telegraph as ‘having one of the bestviews in Wales’. Located in the smallesttown in Britain on the A483 southernapproach to the Cambrian Mountains.

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Ynyshir Hall Eglwysfach, near Machynllethwww.ynyshirhall.co.ukA haven of tranquility, the hotel’s ninebedrooms offer understated eleganceand fabulous décor (including ownerRob Reen’s stunning paintings). Awardwinning cuisine (AA 3 Rosettes) offersa wealth of superb, fresh (and wild)local ingredients whether for dinner inthe evening or over a simple snack inthe bar at lunchtime. An idyllic retreatwith superb gardens.

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Guidfa House Crossgates, near Llandrindodwww.guidfahouse.co.ukEnjoy your stay at this lovely 5 starB&B country house near LlandrindodWells. Expect a warm welcome andhome-made food as you unwind withbooks by the log fire and afternoon tea in the elegant sitting room. Eveningdrinks or wine and cold platters servedto resident guests if they choose not todine out locally.

03Luxury Lodges Trefeglwys, near Llanidloeswww.luxury-lodges-wales.comThis peaceful 80 acre farm features birdwatching and nature walks from its six luxury self-catering lodges andhoneymoon cottage. Each 5 star lodgeis set in its own private grounds with an individual hot tub and enjoyingpanoramic views of the CambrianMountains. Welcome packs providedand luxurious beauty treatmentsavailable on site.

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Lake Country House, Hotel & Spa Llangammarch Wellswww.lakecountryhouse.co.ukLuxury spa and country house hotel in fabulous grounds. The elegant,comfortable lounges and bedrooms/suitesare richly appointed. In the restaurantHead Chef Sean Cullingford offers modernCeltic cuisine (AA 2 Rosette) with discreteunobtrusive service and an exceptionalwine list. Non-residents welcome for spadays as well as lunch, dinner, afternoon tea.

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All our Cambrian MountainsAmbassadors are committed towelcoming you warmly during yourstay in the area. They provide highstandards of hospitality and servelocal produce. As businesses andemployers they also help sustain ourlocal communities.Non-residents are welcome in mostestablishments for meals (or spadays!) but please check details.Advance booking is also advisable to avoid disappointment.Our Ambassadors also include two fascinating visitor attractions (marked ) – the National Trust’sCountry House Llanerchaeron (CiliauAeron) and the Welsh Quilt Centre(Lampeter). Both offer home-madelight meals and afternoon teas.When visiting a Cambrian MountainsAmbassador, please ask them moreabout the Cambrian MountainsInitiative and life in the area. Mwynhewch eich ymweliad!Enjoy your visit!

Visiting our A

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The Falcondale Lampeterwww.thefalcondale.co.ukSuperbly located on the outskirts of thehistoric university town Lampeter, theFalcondale country house hotel offerssumptuous accommodation for holidaysand short breaks. Lunches and dinners(non-residents welcome) are a delight in the hotel’s AA 2 Rosette restaurant(awarded for 5 consecutive years!) – notleast because chef Mike Green and histeam champion local producers.

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The Castle Hotel Llandoverywww.castle-hotel-llandovery.co.ukTraditional, warm and friendly coachinginn, now fabulously renovated with arelaxed atmosphere – including an oldfashioned bar, roaring log fire, plenty of comfy sofas and a warm welcome.The hotel’s 15 luxury en suite bedroomsfeature simple stylish décor. Deliciousfood served all day includes localdelicacies and traditional dishes.

07 Gwesty Cymru Aberystwythwww.gwestycymru.comDiscover true Welsh tradition, culture andcontemporary luxury in this seafrontEdwardian guesthouse stylishly reborn forthe 21st century. The hotel’s 8 superb en-suite rooms include Welsh handcraftedfurniture, specially commissioned oilcanvases, peerless facilities andspectacular seaviews. Gwesty’s restaurantprovides a feast of seasonal, local producein imaginative contemporary dishes forlunch and dinner.

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The New White Lion Llandoverywww.newwhitelion.co.ukRefresh and re-invigorate yourself in this extremely comfortable, 5 star GradeII listed boutique hotel accommodation inhistoric Llandovery. Each of the sixbedrooms is influenced by local Welshcharacters and folklore legends andfeatures individual styling with tastefulfurnishings, antiques, objets and crafts.Home cooked breakfasts and pre-bookedmeals or picnics for resident guests only.

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Ty Mawr Mansion Cilcenninwww.tymawrmansion.co.ukThis 5 star award-winning restaurantwith rooms includes nine individuallystyled suites and luxury en-suitebedrooms plus an intimate restaurant.(AA 2 Rosettes). Over 90% of seasonalproduce is sourced within a ten-mileradius of the hotel, much of it organic.For a special treat, enjoy dinnerfollowed by a movie evening in thehotel’s 27 seat cinema!

10 The Yurt Farm Penuwch, near Aberystwythwww.theyurtfarm.co.ukThea and Laurie invite you for an eco-friendly break in a quiet haymeadow on their family’s organic farm. The simple luxury of their yurts is unforgettable, with wood burningstoves, handcrafted furniture, organicbedding and solar showers. Explore the farm, collect eggs and feed thecows. Enjoy delicious meat andvegetables around the campfire.

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Y Ffarmers Llanfihangel y Creuddynwww.yffarmers.co.ukSet in a pretty village near Aberystwyth,Y Ffarmers has a well deservedreputation for quality food and friendlyservice. A great place for a drink, lunchor dinner, this cosy pub serves well-keptbeer as well as local, seasonal produce.Daily menus vary according to what’savailable and what chef Rhodri Edwardsfancies cooking!

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Ambassadors

Old traditions die hard in theCambrian Mountains wherefarmers and shepherds often still

use horses to access the steep terrain andvast wetland bogs on the hill tops. Theypractise the "Hafod a Hendre" farmingsystem of long summer grazing on thehills with sheep brought down to lowlandpastures for winter and lambing.

Through his Farmers MarketingInitiative, HRH The Prince ofWales is seeking to prevent thedecline of hill farming. The uplandsneed animals to maintain themand in turn this providesnutritious, sustainable food aswell as maintaining valuablehabitats and eco-systems.

Cambrian Mountains (CM) lamb isproduced by a group of 21 farmers in Mid-Wales whose native breed, mountainlambs graze freely on the hills of variedgrasses and herbs. This results in asmaller, slightly lighter lamb (16kg) ofexceptionally succulent flavour and meatquality. They supply CM lamb for the Co-operative supermarket’s Truly

Irresistible range. It also features on the TV shopping channel QVCand is available from selectedbutchers in the region.

Seasonally available from June to the end of January,Cambrian Mountains lambhas featured on menus athigh profile events such as

the Ryder Cup and Wimbledon. HRH ThePrince of Wales also recently hosted areception in Clarence House to introduceCambrian Mountains Lamb to top Londonchefs.

The CM brand is a mark of superiorquality and our farmers adhere to strictbrand principles to ensure best practice,sustainable land management for habitatsand eco-systems with some of the lowestcarbon emissions in the UK!

Cambrian Mountains Welsh Lamb also carries the coveted ProtectedGeographical Indication (PGI) logo, atrusted mark of authenticity andprovenance.

Not least it is proudly served on localmenus by our Cambrian MountainsTourism Ambassadors! Why not takehome some delicious CambrianMountains lamb as a food gift or to enjoy at home from your freezer.

Delicious Cambrian Mountains Lamb

There are hundreds of things to see and do in the Cambrian Mountainsregion. Local Tourism InformationCentres in Mid Wales and the following websites provide a wealth of information:

www.visitmidwales.co.ukwww.tourism.ceredigion.gov.ukwww.tourism.powys.gov.ukwww.visitcarmarthenshire.co.ukwww.llanidloes.com

Check out the myriad of events on offer– from Man v Horse and Bog Snorkellingin Llanwrtyd Wells to Llandovery’sannual Sheep Festival.

At the end of July, Builth Wells hostsThe Royal Welsh Agricultural Show.

The region’s two universities atLampeter and Aberystwyth also offerfascinating summer courses, events and exhibitions - as does the NationalLibrary of Wales in Aberystwyth.

More to discover and much to do!

Not surprisingly given all thosesheep, wool was historically themost important and widespread

of Wales's industries! The beautiful Teifivalley was once a thriving woollencentre producing shirts,shawls,blankets and bedcovers andsocks.

Today you canexperience some ofthis rich past at thewonderful NationalWool Museum nearDrefach Felindre. Anexciting place to visit itfeatures one of the fewremaining millworkshops sellinggenuine Welsh woollen fabrics.(www.museumwales.ac.uk/en/wool) Ithas a spellbinding story to tell plus acafé offering delicious local fare andWelsh crafts.

In Aberystwyth, Ceredigion Museumhas vibrant displays and exhibitionsabout the history and culture of theregion. The museum also has a large collection of fabrics includingquilts, blankets, rag rugs and clothes, including Welsh costumes.(www. pilgrim.ceredigion.gov.uk.)

Meanwhile in Lampeter visit one of ourCambrian Mountains Ambassadors forthe truly world-class exhibitions ofWelsh and specialist quilts in theintriguing Welsh Quilt Centre galleryand shop.

During the 17th and 18th centuriesthe quilted bedcovers werenearly all of heavy worstedmaterial or woollen fabric. Whendecorative quilts appeared fromthe late 18th century onwards,

they were the province of thewealthy. These intricate quilts (mainlypatchworks) also incorporatedexpensive imported fabrics includingsilk. Cambrian Mountains TourismAmbassador Jen Jones has a wellearned reputation of internationalstanding for her outstandingcollections amassed over many years.

Jen’s major exhibition for 2012 is ‘AQuilted Bridge: The Amish - WelshConnection’ that includes amazingexamples from the American Museumin Bath (www.welshquilts.com)

Be sure to stop off in the Quilt Centre’sdeli-café with its delicious teas andcoffee, teas, cakes and daily specials.Homemade ready-meals to take awayalso available.

Be a wild drover!

Follow the textile trailWherever you are staying in andaround the Cambrian Mountainsregion, be sure to explore thestunning scenery - whether onfoot, bike or by car.

Many old drovers routestraverse the mountains wheretoday they offer peaceful scenerywith rare red kites gliding gracefullyin the skies. Historically the droverswere sheep and cattle brokers whodrove livestock eastwards to markets.

One exhilarating mountain route isthe B4343 from Tregaron over toAbergwesyn and Llanwrtyd Wells (or vice versa). If you have time, takea detour and visit the beautiful Soar y Mynydd chapel (below) on the way. Simple and isolated, the chapelis a spiritual haven of peace andtranquillity.

Another truly dramatic old drovers’road is the B4518/Route 81 fromRhayader over to Cwmystwyth which takes in the Elan Valley with its dramatic lakes and dams as wellas the Elan Valley Trust Visitor Centreand trail.

Definitely ‘must sees’, these tworoutes are remote and romantic -perfect for picnics, landscapephotography, painting or just plainreverie. Time it right and plan lunchor dinner at a Cambrian MountainAmbassador venue en route!

TRH The Prince of Wales and The Duchess of Cornwall during their recent visit to the Quilt Centre

The charm of Llanerchaeron

Owned by the National Trust, CambrianMountains Ambassador and visitorattraction Llanerchaeron (betweenLampeter and Aberaeron) is a unique18th-century Welsh small rural estate. It includes a country house, walledgardens and home farm and is a rareexample of a self-sufficient 18th-century Welsh minor gentry estate that has survived virtually unaltered.

The villa, designed in the 1790s, is theearly work of architect John Nash. It isopen for viewing and has its ownservice courtyard with dairy, laundry,brewery and salting house, plusdelightful walled kitchen gardens (withall its produce for sale when in season!)

The pleasure grounds,ornamental lakeand parkland provide gentle, peaceful

walks. The Home Farm complex has an impressive range of traditionaloutbuildings and is a working organicfarm with Welsh Black cattle,Llanwenog sheep and rare Welsh pigs.

Estate produce and delicious homemade refreshments are available inLlanerchaeron’s tea roomswww.nationaltrust.org.uk

Water, water everywhere…

The Cambrian Mountainsthemselves are a huge centralrock or ‘massif’. It was formed

during the ice ages by vast glaciersthen top-sliced by melting ice whichcreated giant gorges, natural lakes andrivers, leaving a wilderness or ‘greendesert’ atop the inner core.

Seven major rivers find their source inthe Cambrian Mountains - the mightySevern and Wye, as well as theYstywyth, Rheidol, Wyre, Teifi, Dyfi.Elsewhere man-made dams and lakessuch as those at Elan Valley (above),Nant y Moch and Clywedog have beencreated to supply water and electricity.

The region’s pure waters have historicallygiven rise to holy wells and church sites,as well as Victorian spa (‘wells’) townssuch as Builth, Llandrindod,Llangammarch, Llanwrtyd Wells.A more recent phenomenon has beenthe success of locally bottled waterssuch as Ty Nant and Llanllyr.

Wood youbelieve it!

Cambrian Mountains WoodenProducts are made by Caia Crafts,a community enterprise producinghigh quality, hand-crafted woodenitems. Caia Crafts providessustainable, financially self-supporting work for unemployedpeople and those with poor healthor physical and learning disabilitiesThe venture promotesenvironmental responsibility andplays a small part in the flourishingwood crafts industry in Wales.

All products are manufacturedfrom timber from accreditedsustainable sources within theCambrian Mountains region. Muchof the wood would otherwise havebeen sent to landfill. Product orderforms available fromwww.cambrianmountains.co.uk

MCM439 02/2012 Design: www.fbagroup.co.uk Printed on recycled paper Images: ©Crown Copyright (2012) Visit Wales, Janet Baxter and Charles Sainsbury-Plaice.