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We had a very good Royal Welsh Show from 21 – 24 July. Our stand worked very well and there was a real buzz throughout the four days.

We used the show to launch our Pembrokeshire Cheese Company and were assisted in this by a Welsh Assembly Minister and three Welsh rugby heroes.

Elin Jones, Rural Affairs Minister for Wales, threw her backing behind the new Welsh cheddar from the Pembrokeshire Cheese Company when she visited our stand.

The Minister said: “It gives me great pleasure to celebrate with The Pembrokeshire Cheese Company the introduction to the market a new range of premium cheddar, made from 100% Welsh milk produced by 300 dairy farmers in West Wales.

“The cheddar is a welcome addition to the market and will help increase the amount of Welsh cheese purchased in Wales and across the UK. The Welsh Assembly Government is proud to be associated with the development of this farmer-owned business and to have contributed to its strategic growth over the years.”

Welsh rugby legends, the Quinnell family, also threw their weight behind Wales’ latest hero, the Pembrokeshire Cheese Company.

British Lions and Wales hero Derek, and his international-capped sons Scott and Craig are all giving their backing to our range of premium cheddars. The trio supported the range of all-Welsh cheese during the show where they signed autographs, posed for photos and assisted with cheese tastings.

“All the family are passionate about our country and that goes for the food we eat too. Wherever possible, we try to support local produce and local business by buying local – but it also has to taste great too,” explained Derek, who was capped for Wales 23 times and went on three British and Irish Lions tours during the 1970s and 80s.

Tina Beckett (cheese grader) and Mansel Raymond (farmer director) appeared live on BBC Radio Wales during the show talking about our brand launch, and our cheeses got a big thumbs-up from the consumer tasting panel.