A Pembrokeshire cheesemaker is taking drastic action in an effort to keep his business afloat during the current Coronavirus lockdown.
In a video appeal on YouTube Carwyn Adams from Caws Cenarth Cheese, has offered to give cheese away in the hope of saving the company.
He estimates that the effect of measures that have been put in place to halt the spread of the virus on the hospitality industry will cost them 85% of their business.
The company, which employs 20 people, was originally established in 1987 by Gwynfor and Thelma Adams and Carwyn, their son, subsequently took on cheesemaking duties. His Golden Cenarth cheese secured the Supreme Champion accolade at the British Cheese Awards in 2010.
Describing the situation as “dire” he explained in the video they took the decision to stop making cheese ten days ago and now have about three months stock of blue and soft cheese which will go off long before the lockdown is likely to be lifted:
“Most of our business is in the hospitality sector which literally closed overnight and also a lot of retail outlets decided our product is not essential, which to be honest I can’t really understand.
“I’ve seen a lot of things in West Wales such as foot and mouth and BSE but this is something else, so I’m reaching out to see if people who supported us really well over the years in the past will rally round and support us once again.”
In response to the crisis Carwyn, in what he describes as a “bit of a social experiment” is offering a box of three different types of cheese with the option of paying the full price and getting a 50 per cent discount at Christmas, or getting 50 per cent off the price now, or for those who can’t afford much at present getting a box for just the price of postage and packing.
“You might be thinking ‘free cheese?’ but we are probably going to have to throw it away later anyway,” said Carwyn.
“We are hoping that those who can afford to pay will, others to pay what they can and those who really cannot afford it in these dire times, we will give it away free.
“There is a certain percentage we can give away for free and really it’s down to you to make that decision and that call.”
Visit Caws Cenarth at cawscenarth.co.uk or go to the Facebook page Caws Cenarth Cheese for more details.