0:00:00 > 0:00:01- Subtitles
0:00:02 > 0:00:07- Castell Howell Foods in Cross Hands - is a major distributor in Wales.
0:00:08 > 0:00:13- We're a one-stop shop for anyone - who serves food to the public.
0:00:14 > 0:00:20- They deliver over 10,000 different - goods to 4,000 customers every year.
0:00:22 > 0:00:26- Hello, this is Castell Howell. - May I speak to Manon, please?
0:00:28 > 0:00:32- Some 350 staff - work at five centres...
0:00:32 > 0:00:36- ..in South Wales, North Wales - and South-West England.
0:00:38 > 0:00:42- We're proud of what we've created - and established as a business...
0:00:42 > 0:00:45- ..but it hasn't happened overnight.
0:00:45 > 0:00:47- It's taken 20 years and more.
0:00:54 > 0:00:56- If an opportunity arises, - then I take it.
0:00:56 > 0:01:01- I don't sit back for a fortnight - thinking it over. I just do it.
0:01:20 > 0:01:23- Castell Howell Foods - is a family business...
0:01:23 > 0:01:27- ..with an annual turnover - of 70 million.
0:01:27 > 0:01:32- Daughter Kathryn and son Martin, - and their parents Liz and Brian...
0:01:32 > 0:01:36- ..are four - of the eight company directors...
0:01:36 > 0:01:39- ..but only one reigns over them all.
0:01:39 > 0:01:44- There are eight board members - but only one of them matters.
0:01:44 > 0:01:47- If we have a vote - and it's seven against one...
0:01:47 > 0:01:53- ..and Brian Jones has that one vote - then it will always win!
0:01:53 > 0:01:59- Brian founded the company - and shows no signs of retiring.
0:01:59 > 0:02:03- Dad always has a project - that he wants to follow to the end.
0:02:04 > 0:02:05- The current project...
0:02:06 > 0:02:10- ..is the moving of the butchery - from Carmarthen to Cross Hands.
0:02:10 > 0:02:14- I'm sure this is - at the back of his mind.
0:02:14 > 0:02:17- After that project is completed...
0:02:17 > 0:02:22- ..he'll find another one, - so I don't see him retiring.
0:02:22 > 0:02:28- The time is coming when - they will want me out of the way.
0:02:28 > 0:02:30- I suspect they have new ideas.
0:02:33 > 0:02:39- Brian established the business in - 1985 and he's built quite an empire.
0:02:43 > 0:02:47- They have five distribution depots, - a cash and carry...
0:02:48 > 0:02:51- ..a fresh foods section - and a successful butchery.
0:02:51 > 0:02:54- Martin is responsible - for this department...
0:02:55 > 0:02:59- ..but he tried many roles - before settling in the butchery.
0:03:00 > 0:03:04- I did everything and was a full-time - lorry driver for two years.
0:03:04 > 0:03:10- The role of Butchery Director - on the board became available.
0:03:10 > 0:03:12- The butchery was growing...
0:03:13 > 0:03:16- ..but there wasn't a board member - responsible for it.
0:03:17 > 0:03:21- I tried it out - and it's what I do now.
0:03:23 > 0:03:26- Meat is an important sector - for Castell Howell Foods.
0:03:26 > 0:03:31- Celtic Pride meat - is one of their success stories.
0:03:32 > 0:03:35- We have strip loin steaks - from Celtic Pride cattle.
0:03:36 > 0:03:39- Gavin is preparing the meat - for this machine.
0:03:39 > 0:03:42- This machine - cuts the meat into steaks.
0:03:42 > 0:03:46- It records the weight of the meat - before it travels down the line...
0:03:47 > 0:03:50- ..through the laser and a knife - automatically cuts the steaks...
0:03:51 > 0:03:55- ..into the required weight - of either 8oz or 10oz.
0:03:57 > 0:04:02- There was a real demand from - consumers for high quality meat.
0:04:03 > 0:04:06- Celtic Pride - is our response to that demand.
0:04:07 > 0:04:11- This meat is popular - in both Wales and beyond...
0:04:11 > 0:04:15- ..and they recently welcomed - a very special customer.
0:04:15 > 0:04:19- A month ago, when the Queen - was visiting South Wales...
0:04:20 > 0:04:24- ..she sampled Celtic Pride - at The Orangery in Margam Park...
0:04:25 > 0:04:27- ..so Celtic Pride - is good enough for Liz!
0:04:31 > 0:04:35- It was quite a challenge - to choose a name for the scheme.
0:04:36 > 0:04:41- It was one occasion where Brian - the boss didn't get his own way.
0:04:41 > 0:04:45- I spoke to my good friend - Ray Gravell about it...
0:04:45 > 0:04:48- ..because he would buy his meat - from us.
0:04:48 > 0:04:50- I told him what I wanted to do.
0:04:51 > 0:04:53- I don't have to tell you about Ray.
0:04:53 > 0:04:59- I wanted to call it Owain Glyndwr - but I lost that battle.
0:04:59 > 0:05:02- I faced too much opposition - in the meeting...
0:05:02 > 0:05:05- ..and they called it Celtic Pride.
0:05:06 > 0:05:08- If I had my way - it would be Owain Glyndwr!
0:05:10 > 0:05:14- There are 50 farmers - on the Celtic Pride scheme.
0:05:14 > 0:05:17- At Brynllo Farm in Llanybydder...
0:05:17 > 0:05:21- ..Gareth Evans from Castell Howell - is meeting the farmer, Wyn Thomas.
0:05:22 > 0:05:28- This farmer is unsure as to whether - a cow is ready for slaughter or not.
0:05:28 > 0:05:31- I'm here to offer support - more than anything.
0:05:32 > 0:05:35- Maybe two heads - are better than one!
0:05:36 > 0:05:39- But do the Southwalians - understand Gareth?
0:05:39 > 0:05:43- There's a lot of teasing - because they can't understand me.
0:05:43 > 0:05:49- Carmarthen folk think that anything - north of Aberystwyth is North Wales!
0:05:49 > 0:05:51- I'm from Mid Wales not North Wales.
0:05:52 > 0:05:55- Machynlleth is in Mid Wales. - Caernarfon is North Wales.
0:05:55 > 0:06:00- Let's get back to the work, Gareth. - How does this scheme operate?
0:06:01 > 0:06:04- The cattle have to be born - and raised in Wales...
0:06:04 > 0:06:09- ..and given a feed that is high in - vitamin E for their final 60 days.
0:06:09 > 0:06:13- The farmers know that - when they purchase the cattle...
0:06:13 > 0:06:16- ..there is a market for that meat.
0:06:18 > 0:06:20- If you belong to a scheme...
0:06:20 > 0:06:24- ..where beef is born, produced - and processed in Wales...
0:06:24 > 0:06:28- ..you can be proud - of being a member of that scheme.
0:06:28 > 0:06:33- You'll supply Castell Howell - one - of the biggest companies in Wales.
0:06:34 > 0:06:40- These are the ones who have been - on the feed for over 60 days.
0:06:40 > 0:06:42- Yes, it must be about ten weeks.
0:06:43 > 0:06:46- Have they gained weight - since being on the feed?
0:06:46 > 0:06:51- If everything runs smoothly, - they gain 20 kilos in a week.
0:06:51 > 0:06:55- Wyn is unsure - if cow number 275...
0:06:55 > 0:06:58- ..is heavy enough to be slaughtered.
0:06:58 > 0:07:01- How does it feel, Wyn?
0:07:01 > 0:07:05- Cattle is ready for slaughter - when the brisket is full of meat...
0:07:06 > 0:07:09- ..but you can also check the ribs.
0:07:09 > 0:07:14- If you can't feel the ribs, - it's meaty and ready for slaughter.
0:07:14 > 0:07:18- This one looks ready to me, Wyn.
0:07:18 > 0:07:20- Do you think so?
0:07:20 > 0:07:21- Do you think so?- - I don't know.
0:07:21 > 0:07:26- I think it is ready but - we don't want to lose any money.
0:07:26 > 0:07:28- I'd say it was ready.
0:07:31 > 0:07:34- In Caerphilly, - they call me Joe Pasquale...
0:07:34 > 0:07:38- ..because my voice - is squeaky and quick.
0:07:39 > 0:07:41- This is Neil.
0:07:41 > 0:07:44- He's one of the 20 sellers - at Castell Howell.
0:07:45 > 0:07:48- Neil has been with the company - since it started.
0:07:48 > 0:07:51- I wanted to be an accountant.
0:07:51 > 0:07:56- Mam and Dad - had a club in the village.
0:07:57 > 0:08:02- I was raised - in a pub environment.
0:08:02 > 0:08:06- I needed a summer job - so I went to see Brian.
0:08:07 > 0:08:09- I looked a state with my perm...
0:08:09 > 0:08:14- ..and was like the guy from Starsky - and Hutch in my yellow Mk I Escort.
0:08:14 > 0:08:17- I went to see Brian - and the rest is history.
0:08:17 > 0:08:21- Today, Neil works - in the South Wales Valleys.
0:08:22 > 0:08:27- The area I cover - starts in Glyn-neath...
0:08:27 > 0:08:30- ..and goes as far as Taff's Well.
0:08:30 > 0:08:35- There's also the Rhondda Valley, - Mardy Mountain and Aberdare.
0:08:36 > 0:08:40- It isn't a wealthy area and - there's little work to be found...
0:08:40 > 0:08:44- ..but it doesn't matter - how difficult or poor the area...
0:08:44 > 0:08:48- ..because I'm always welcomed - with a smile.
0:08:48 > 0:08:54- It is difficult due to the - current global economic climate.
0:08:54 > 0:08:58- Prices are going up - and businesses are closing...
0:08:58 > 0:09:01- ..so this job is difficult.
0:09:04 > 0:09:08- Neil's first stop today...
0:09:08 > 0:09:11- ..is the new Navigation Ale House - in Merthyr.
0:09:12 > 0:09:16- Good morning. - It's good to see you again.
0:09:17 > 0:09:20- They're just getting - the scaffolding down.
0:09:20 > 0:09:23- The pub opens in a fortnight...
0:09:23 > 0:09:26- ..and they are eager - to sell Celtic Pride meat...
0:09:26 > 0:09:30- ..and other Castell Howell - produce on their menu.
0:09:30 > 0:09:36- There's a list of all the prices - relating to the carvery side of it.
0:09:36 > 0:09:39- Yes, that's what we went to before.
0:09:39 > 0:09:42- Neil discusses the various produce - with his client.
0:09:42 > 0:09:47- It looks as if there could be a - new pub on Castell Howell's books.
0:09:48 > 0:09:51- With regards to what we - talked about over the last week...
0:09:51 > 0:09:55- ..we would be happy - to go with Castell Howell on that.
0:09:56 > 0:09:58- We had some success there.
0:09:59 > 0:10:01- That was better - than I was expecting.
0:10:01 > 0:10:06- Graham wants to get the whole lot - from Castell Howell.
0:10:07 > 0:10:12- It's out of the blue but better - than what I thought. Success!
0:10:12 > 0:10:17- Neil moves to his next client - in high spirits.
0:10:19 > 0:10:22- At Brynllo Farm, - Gareth examines the paperwork...
0:10:23 > 0:10:26- ..before Wyn can take his cattle - to the abattoir.
0:10:26 > 0:10:28- These are the passports.
0:10:29 > 0:10:32- They are almost more important - than the cattle.
0:10:32 > 0:10:36- Yes, but these have - all the information you need.
0:10:36 > 0:10:39- The tag number - corresponds with the cow.
0:10:40 > 0:10:44- It states the breed, sex, date of - birth, mother, first holding number.
0:10:45 > 0:10:47- I can see you bought these locally.
0:10:47 > 0:10:49- I can see you bought these locally.- - Yes, at the mart in Llanybydder.
0:10:49 > 0:10:54- These have only travelled from - Llandysul to the mart and to you.
0:10:54 > 0:10:59- Wyn is worried about the grades and - the amount he'll get for his cattle.
0:10:59 > 0:11:04- Grade R is acceptable but - he'll get more money for an U grade.
0:11:04 > 0:11:08- The more weighty the cow, - the higher its value.
0:11:08 > 0:11:14- We pay a premium of 5p a kilo on an - U grade U as opposed to the R grade.
0:11:14 > 0:11:17- You'd get about 15 for 300 kilos.
0:11:18 > 0:11:20- What does Wyn think?
0:11:20 > 0:11:23- I'd like two R grades - and two U plus.
0:11:23 > 0:11:25- They won't be U plus.
0:11:26 > 0:11:28- I think it's two Rs and two Us.
0:11:28 > 0:11:31- I think it's two Rs and two Us.- - I say three Rs and one U.
0:11:31 > 0:11:35- I might be wrong or I could be right - but I'm usually wrong!
0:11:43 > 0:11:48- At the butchery in Carmarthen, - next to the Cash and Carry...
0:11:48 > 0:11:52- ..50 workers process - 30 tonnes of meat a week...
0:11:52 > 0:11:56- ..and they need a larger building.
0:11:56 > 0:11:59- We've grown over the years - and have run out of space.
0:11:59 > 0:12:04- The different lines and machines - are starting to overlap.
0:12:04 > 0:12:09- I'd like new premises with - double the capacity for processing.
0:12:09 > 0:12:12- It means we can process more meat...
0:12:12 > 0:12:15- ..and keep more meat - hanging in storage.
0:12:16 > 0:12:19- It's an opportunity - to expand the business...
0:12:19 > 0:12:23- ..if we're allowed - to build a new site.
0:12:26 > 0:12:32- Meat makes up 20% of sales - within the business...
0:12:33 > 0:12:36- ..which is quite a large percentage.
0:12:36 > 0:12:38- Meat is found on most plates.
0:12:39 > 0:12:44- Customers are not likely to complain - about their chips or peas...
0:12:45 > 0:12:49- ..but you'll soon hear about it - if there's a problem with the meat!
0:12:52 > 0:12:52- .
0:12:56 > 0:12:57- Subtitles
0:12:57 > 0:12:59- This is the Maesteg abattoir...
0:13:00 > 0:13:04- ..where Wyn's cattle - from Brynllo Farm, Llanybydder...
0:13:04 > 0:13:09- ..will be slaughtered before being - processed as Celtic Pride meat.
0:13:09 > 0:13:14- Gareth Evans oversees this task - for Castell Howell Foods.
0:13:16 > 0:13:20- We use three abattoirs in Wales.
0:13:20 > 0:13:24- Our cattle only travel 20 miles - to the one in Llanidloes.
0:13:24 > 0:13:26- We use Maddock Kembery in Maesteg.
0:13:27 > 0:13:30- Four or five animals - are delivered in each trailer.
0:13:31 > 0:13:35- The local farmers also use - the abattoir in Haverfordwest.
0:13:37 > 0:13:41- The cattle must be happy - in their environment.
0:13:42 > 0:13:47- They are brought to the abattoir - in the trailer and left to settle.
0:13:47 > 0:13:50- We follow the process - from start to finish.
0:13:50 > 0:13:55- The welfare of the animal is - important as it affects the meat.
0:14:00 > 0:14:03- Today, - some Castell Howell customers...
0:14:03 > 0:14:08- ..have come to Maesteg to see the - quality of the meat for themselves.
0:14:09 > 0:14:10- Where are you from?
0:14:10 > 0:14:12- Where are you from?- - The New Inn at Amroth.
0:14:12 > 0:14:14- How's business?
0:14:14 > 0:14:19- It's summer trade mainly but we've - kept going through the winter...
0:14:19 > 0:14:21- ..and looking forward - to a good season.
0:14:21 > 0:14:27- As the group changes, - the cattle await their fate.
0:14:28 > 0:14:30- Back in Cross Hands...
0:14:30 > 0:14:34- ..Martin has gone to discuss - the plans of the new butchery.
0:14:34 > 0:14:37- I've come to see Gareth - from Jones Brothers.
0:14:37 > 0:14:42- We hope to start the building - of the new butchery.
0:14:42 > 0:14:47- We want to move the butchery - from Carmarthen to Cross Hands.
0:14:47 > 0:14:52- We'd like more room - to make things easier...
0:14:52 > 0:14:54- ..and have a more efficient plant.
0:14:55 > 0:15:00- We've been offered a grant but we - need to find the remaining funding.
0:15:00 > 0:15:03- At the moment, - we're very over budget...
0:15:03 > 0:15:08- ..so need to reduce costs - and simplify the bill.
0:15:08 > 0:15:11- I hope they can help us out - with the price.
0:15:14 > 0:15:16- Martin is living in hope.
0:15:17 > 0:15:20- He'll need to compromise - if he wants a new building.
0:15:20 > 0:15:23- I want the water - to fall into the drain...
0:15:24 > 0:15:28- ..so is it possible to have a gutter - or channel from each corner?
0:15:32 > 0:15:36- The new butchery - will be built on a site...
0:15:37 > 0:15:40- ..that is the size - of three football pitches.
0:15:40 > 0:15:45- The meeting went well - and we've made some alterations.
0:15:45 > 0:15:49- The car park has gone. It's need - to have as opposed to nice to have!
0:15:50 > 0:15:52- It was half a million for that.
0:15:53 > 0:15:57- We've scrapped the external fence - and saved 40,000.
0:15:57 > 0:16:01- The blast freezer has too much - of a capacity for our needs.
0:16:01 > 0:16:03- That's a 50,000 saving too.
0:16:04 > 0:16:08- Once he's happy with the figures, - there's no stopping Martin.
0:16:08 > 0:16:12- I'd like to start this summer - if it's possible.
0:16:13 > 0:16:16- It's easier to do the dirty work - in the summer.
0:16:16 > 0:16:20- I'd like to open before - the following summer but we'll see!
0:16:21 > 0:16:23- Every business needs to expand...
0:16:23 > 0:16:28- ..but Martin is aware that Castell - Howell Foods is a family business.
0:16:28 > 0:16:30- Expansion is risky.
0:16:30 > 0:16:34- You can lose sight - of what is happening...
0:16:35 > 0:16:39- ..lose control and lose focus - on the important issues.
0:16:40 > 0:16:44- Another section of the business - is also growing...
0:16:44 > 0:16:48- ..but Martin is cautious - about overexpansion.
0:16:48 > 0:16:52- I'm trying to concentrate on costs - at Farm Fresh Foods...
0:16:52 > 0:16:57- ..before we push too hard - to increase the volumes.
0:16:57 > 0:16:59- If our costs are under control...
0:17:00 > 0:17:06- ..it's easy to find the faith to - move forward and develop more sales.
0:17:06 > 0:17:11- We try to be one step ahead of our - competition to help our customers.
0:17:11 > 0:17:13- By helping our customers...
0:17:13 > 0:17:19- ..it gives them the advantage - over their competition...
0:17:19 > 0:17:22- ..which is better for us - in the long run.
0:17:24 > 0:17:29- Neil is still pounding the streets - in the Merthyr area.
0:17:29 > 0:17:34- I'm going to Bryn Meadows Golf Club - at Pontllan-fraith near Blackwood.
0:17:34 > 0:17:37- They are revamping their restaurant.
0:17:37 > 0:17:42- I'm meeting with Simon today - to go over a few things.
0:17:42 > 0:17:47- They want to turn their restaurant - into a Welsh restaurant.
0:17:47 > 0:17:50- Neil can use his sales techniques...
0:17:50 > 0:17:54- ..to sell Castell Howell's - extensive range of Welsh produce.
0:17:54 > 0:17:59- However, the main aim is - to sell more Celtic Pride produce.
0:17:59 > 0:18:01- They already use Celtic Pride...
0:18:02 > 0:18:06- ..but I hope to offer other cuts - to be included on their new menu.
0:18:06 > 0:18:09- I want to discuss their plans...
0:18:10 > 0:18:13- ..to see how Castell Howell - can help with the new menu...
0:18:14 > 0:18:15- ..and the Welsh products.
0:18:16 > 0:18:20- Celtic Pride is one of - Castell Howell's main products.
0:18:21 > 0:18:23- At the abattoir in Maesteg...
0:18:23 > 0:18:29- ..Gareth explains how the meat - is processed to the New Inn team.
0:18:30 > 0:18:32- The cattle has just been killed...
0:18:32 > 0:18:36- ..and they are working - the hide off the hind quarter.
0:18:36 > 0:18:39- The cattle will be working - down the line.
0:18:39 > 0:18:41- I'll talk you through it - as we go along.
0:18:47 > 0:18:52- Everyone gets a steak on their plate - but don't know where it comes from.
0:18:52 > 0:18:55- It's good to learn about this.
0:18:55 > 0:19:00- It's pretty impressive to come here - and see it all happening.
0:19:00 > 0:19:03- They're big animals - and it's big machinery.
0:19:04 > 0:19:07- It's an education - for the New Inn boys...
0:19:07 > 0:19:11- ..but how much will Gareth - get for Wyn's cattle?
0:19:11 > 0:19:16- I told Wyn that he had - three grade R carcasses and one U.
0:19:16 > 0:19:19- This is one of the carcasses - that puzzled me.
0:19:19 > 0:19:24- It's better than I thought but - we'll wait until it's split in half.
0:19:25 > 0:19:27- I learn something new every day.
0:19:27 > 0:19:33- I hope Wyn is right because he'll - get an extra 15 for the carcass.
0:19:35 > 0:19:40- The carcass is hanged after - it has been split and measured...
0:19:40 > 0:19:44- ..and Gareth learns - who was right about the price.
0:19:45 > 0:19:50- These are the four carcasses - from Brynllo Farm.
0:19:50 > 0:19:55- This is the one - that we were debating.
0:19:55 > 0:20:01- It weighs in at about 355 kilos - and is an R grade.
0:20:01 > 0:20:03- It's tagged as R4L.
0:20:03 > 0:20:06- On the whole, - these are good carcasses.
0:20:06 > 0:20:09- He's had three R grades and one U.
0:20:09 > 0:20:11- Sorry, Wyn!
0:20:14 > 0:20:17- The meat matures for 21 days.
0:20:18 > 0:20:21- The front quarter is deboned - relatively quickly.
0:20:21 > 0:20:27- The steak meat, such as the sirloin - and the fillet are left to mature.
0:20:27 > 0:20:30- The fillet doesn't need to mature - for 21 days...
0:20:31 > 0:20:35- ..but the sirloin and the rib-eye - need time to mature.
0:20:35 > 0:20:38- This is how the meat - gets its flavour.
0:20:45 > 0:20:50- Neil has sent a piece - of the best meat to Bryn Meadows.
0:20:50 > 0:20:53- Let's hope he's happy - with that steak!
0:20:54 > 0:20:58- I think, more and more, - the Celtic Pride identity...
0:20:58 > 0:21:02- ..badging that on menus - like we do now...
0:21:02 > 0:21:06- ..people will say, "oh, yeah - it's a Celtic Pride steak."
0:21:06 > 0:21:09- We'll sell it at a premium - because it's a chunk of meat.
0:21:10 > 0:21:11- It is a meal.
0:21:11 > 0:21:15- The bone is part of it - but it's a hell of a rib-eye.
0:21:15 > 0:21:18- It's been a good day for Neil.
0:21:18 > 0:21:21- Celtic Pride - has hit the spot once again...
0:21:21 > 0:21:25- ..and more will be served - at the Bryn Meadows Hotel.
0:21:25 > 0:21:29- I don't have to do a lot - with Celtic Pride.
0:21:29 > 0:21:32- The product speaks for itself.
0:21:32 > 0:21:36- They tried it, cooked it - and it's going on their menu.
0:21:37 > 0:21:40- They plan to open the restaurant - in April.
0:21:41 > 0:21:44- It's called Blas - to stick with the Welsh theme.
0:21:44 > 0:21:47- A great day today. Fabulous!
0:21:54 > 0:21:56- No two days are the same.
0:21:56 > 0:22:01- I visit farms, abattoirs - and various butcheries.
0:22:02 > 0:22:04- There's also the food fairs.
0:22:04 > 0:22:10- You can speak to people about the - product if you know its background.
0:22:10 > 0:22:11- No two days are the same.
0:22:14 > 0:22:18- My job would be difficult if it - wasn't for the support of the team.
0:22:18 > 0:22:23- Everything is in place - which makes my job easier...
0:22:23 > 0:22:28- ..but it is a struggle to gain - the trust of the client.
0:22:29 > 0:22:32- As soon as I get that, - everything's a winner!
0:22:36 > 0:22:41- Next time on Castell Howell, - the company has to spend to expand.
0:22:41 > 0:22:44- We use a lot of 12-tonne lorries...
0:22:44 > 0:22:48- ..and they are 80,000 each - which isn't cheap!
0:22:51 > 0:22:55- And Kathryn is determined - to keep everyone in check!
0:22:55 > 0:23:00- The suppliers are trying to keep - their cars in this enclosure.
0:23:00 > 0:23:04- Some complain of a bad knee, - bad back or bad head.
0:23:04 > 0:23:07- They'll have a headache - when I'm finished!
0:23:18 > 0:23:21- S4C subtitles by Tinopolis