Just before becoming dairy farmer co-operative First Milk's new chairman, South East Cambridgeshire MP Sir Jim Paice will pay a Farmers' Union of Wales-organised visit to a Carmarthenshire family dairy farm which has successfully embraced diversification.
The visit on Monday October 14 will take place prior to Sir Jim addressing the FUW's Eve of Welsh Dairy Show function at nearby Carmarthen Athletic Club when the winner of the FUW/HSBC Bank plc outstanding contribution to the Welsh dairy industry award will be revealed.
Sir Jim, UK agriculture and food minister from 2010-12, will be joined at both events by Carmarthen West and South Pembrokeshire MP Simon Hart, FUW leaders and officials plus senior representatives from across the dairy sector in Wales.
The farm visit is being hosted by FUW members Dyfrig and Elizabeth Davies (trading as Penycoed Farm Ltd), at Penycoed Farm, Llangynin Road, St Clears, near Carmarthen.
Mr and Mrs Davies have a traditional farm with a flying herd of 300 cattle, calves being sold whilst purchasing maiden heifers between 15 and 30 months, and over the past few years they have successfully diversified by developing a leisure complex known as Llety Cynin (www.lletycynin.co.uk).
They have also invested in creating an under-pass connecting two separate parcels of land, thus avoiding the need for stock to cross a busy road. The future of family farmers and bovine TB issues will be the main topics for discussion during the farm visit.
Sir Jim will take up his new position as First Milk chairman on October 31 when current chairman Bill Mustoe steps down at the company's annual general meeting.
Mr Mustoe is convinced Sir Jim will bring valuable skills to First Milk. "From our meetings with him, he has demonstrated a detailed understanding of the dairy sector, very strong communication skills and a considerable network of contacts," he said.
"Jim has a deep understanding and empathy for farming. As a former Minister of State responsible for Agriculture & Food and Shadow Minister for Agriculture & Rural Affairs for six years prior to that, he brings considerable knowledge and experience of not only the domestic market but also the international dynamics of the dairy industry.
"He has been a champion for farmers at Westminster for over 25 years and we now look forward to him being a champion for First Milk farmers."
Sir Jim agrees the dairy sector has gone through difficult times recently. "But I have long believed there is a good future for British dairy farmers and I look forward to helping to achieve it," he added.
Llety Cynin Leisure Club offers state-of-the-art leisure facilities and fitness programmes to local residents and visitors to the area through a unique selection of membership packages and day visitor tariffs.
"We believe our scenic location as well as our first class facilities - which include a 40-foot heated swimming pool, a luxurious spa and sauna and a well-appointed fitness gymnasium - offer everything people need to lose weight, improve fitness, relax and re-energise," said Mr Davies.
In 2010 Llety Cynin won the prestigious RICS regeneration design award presented to building and natural environment projects demonstrating excellence in their category and a commitment to value for money and sustainability.
"We were extremely proud to win this for the renovation of our 150-year old coach house into a luxury leisure and accommodation facility," Mr Davies added.
"This was even more surprising and pleasing when you consider some of the other entries we had to compete with, including the £675m St David’s Shopping Centre in Cardiff and the new Hafod Eryri Mt Snowdon Visitors Centre."