A couple who founded the iconic Really Wild Food Festival have joined forces with a Pembrokeshire farmer who shares their passion for food to open a farm shop dedicated to locally-sourced produce.

Brian Powdrill and Julia Horton-Powdrill, whose festival at St Davids has become a firm favourite among foodies, seized the opportunity when farmer Adam Vincent invited them to become part of his farm shop venture.

Their joint enterprise, The Really Wild Farm Shop, has now opened at Nant-y-Coy Mill on the main A40 at Treffgarne, and much of it is stocked with food produced in Pembrokeshire.

For Adam, the shop is the culmination of a long held ambition.

His weekly shopping used to take him on a journey of more than 50 miles because he would travel to individual producers to buy meat, dairy produce and fresh fruit and vegetables.

“Stocking the shop has been the relatively easy bit, because I knew so many people who were producers,” said Adam, who rears pigs and sheep at Trehale Farm, Mathry.

Like Adam, Julia and Brian had harboured an ambition to open a farm shop in Fishguard, but when they were invited to join forces with the Nant-y-Coy project, it was the perfect opportunity.

Julia, who has kept a flock of breeding ewes for 30 years and has a smallholding near Wolfscastle, said they had initially planned to stock 100% Welsh produce.

“We have had to adapt our original ideas to meet the needs of the customer, but because there is so much good produce available in Pembrokeshire, only a small number of our products come from outside Wales.”

Some of the suppliers were part of an Agriscop group which had extensively researched the feasibility, legislation requirements and ideal location for the farm shop over a period of 12 months.

“Cywain, a project set up by Menter a Busnes to help primary producers in Wales add value to their produce, has been supportive throughout this venture.

“It would never have gone further than an idea without their input. It has given us access to a business plan and specialist advice,” said Adam.

The shop, which is managed by Katie Kerpner and assistant manager, Adrian Clifton, is open six days a week from 9am to 7pm and on Sundays from 10am to 5pm.

The Really Wild Farm Shop was officially launched on November 21st.