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Arwain Sir Benfro is the Local Action Group (LAG) for Pembrokeshire.

The Local Action Group (LAG)

PLANED was chosen as the Administrative Lead Body organisation to administer the LEADER Programme in Pembrokeshire. There was a contractual secretariat agreement in place between Welsh Government and PLANED.

Before commencing their LEADER programmes, every county was asked to establish a new Local Action Group (commonly referred to as a LAG). In Pembrokeshire, the Local Action Group was known as Arwain Sir Benfro. It brought together representatives from the public, private and community sector to deliver the Local Development Strategy (LDS) for Pembrokeshire.

The LDS identified challenges and opportunities for Pembrokeshire and provided a framework for how LEADER funds could be used in the county.

The LAG was the decision-making body that administered and approved the LEADER funding to new and innovative pilot projects across Pembrokeshire.

Arwain Sir Benfro met Quarterly and had an independent Chair, Councillor Tony Baron, and Vice Chair, Tegryn Jones, Chief Executive of PCNPA. The previous Chair, Nic Wheeler OBE, and Vice Chair, Emma Lewis of PACTO, supported over 65 pilot projects as well as Co-operation Projects with other LAGs outside Pembrokeshire and two Procured Projects for the county. 

As the LEADER Programme in Pembrokeshire drew to a close in 2021, the task was to ensure over 70 projects were completed successfully and to promote sustainable economic activity and benefit the wellbeing of Pembrokeshire residents. The longer-term objective was to ensure Pembrokeshire benefited proportionately from any funding that replaces the EU LEADER funds.


Find out more about the role of the LAG in the video below.


TONY BARON, Chair of the LAG

Tony Baron is an economist by background and after a career in the city of London moved to Pembrokeshire in 2001. Along with his wife he owns and operates a holiday park in the county. Since moving to Pembrokeshire he has been heavily involved with the Federation of Small Businesses (FSB) representing the organization on the Pembrokeshire Business Panel and was invited to join the Local Action Group as an active member of Pembrokeshire’s business community. He is a Governor of Greenhill School and also a member of the Pembrokeshire College Advisory Forum. Tony sits on the UK Policy Committee of the FSB. He also serves as a member of the All Party Parliamentary Group (APPG) on Fair Business Banking and the APPG on Taxation. In addition he sits on the Small and Medium Size Enterprise Liaison Panel of the British Banking Resolution Service. In May 2017 Tony was elected as the County Councillor for Amroth Ward and is also a member of Amroth Community Council.

Tegryn Jones, Vice Chair of the LAG

Tegryn Jones is Chief Executive of the Pembrokeshire Coast National Park Authority. He is originally from Lampeter in Ceredigion and now lives in Llangwm.

He has a degree in Geography from Aberystwyth University and an MBA from the Open University and has previously worked for the General Teaching Council for Wales, Swansea University and Urdd Gobaith Cymru. He is a fluent Welsh speaker. Prior to joining the National Park Authority he was Chief Executive of Keep Wales Tidy where he worked with the Welsh Government to develop the Tidy Towns Initiative and oversaw the expansion of the Eco-Schools programme and Blue Flag Award.


Tegryn is Chair of Governors at Ysgol Caer Elen, a 3-16 Welsh Medium School and is a trustee of the Youth Hostel Association and the UK National Parks Charitable Foundation.


Stella Hooper, External Funding Manager at the Port of Milford Haven was a member of the LAG since it was formed in 2015. Here she shares her experience of being part of the LAG.

“I represent the Port of Milford Haven on the LAG and Sub-LAG. As a Trust Port and a unique player in the local economy, we are committed to contributing to the local community where we can best add value and improve opportunities for our ultimate stakeholders – future generations. Representation on the LAG is one example of this.

“The Sub-LAG is one of the most interesting parts of being involved with LEADER, as this is where all the projects are discussed and assessed in detail.

“Over the next few years I’m looking forward to see how the projects progress against targets and want to see a comprehensive review of all projects so that we have a clear picture of what has been achieved together with recommendations for the future. We have approved many good projects that will leave a legacy of benefits to the county.”

Tony Baron
Federation of Small Businesses (FSB) (Private Sector)

Gareth Bond
Pembrokeshire College (Public Sector)

Ged Davies
Friends of the National Park (Third sector)

Gwyn Evans
Pembrokeshire County Council (PCC) (Public Sector)

Rhidian Evans
Menter Iaith Sir Benfro (Third Sector)

Margaret Morgan
Menter Iaith Sir Benfro (Third Sector)

Christine Gwyther
Pembroke Dock Town Team (Third Sector)

Stella Hooper
Port of Milford Haven (Private Sector)

Martin Horne
Transition Bro Gwaun (Third Sector)

Jonathan Hughes
National Trust (Third Sector)

Steven Jones
Pembrokeshire County Council (PCC) (Public Sector)

Sue Leonard
Pembrokeshire Association of Voluntary Services (PAVS) (Third Sector)

Emma Lewis
(Vice Chair) Pembrokeshire Association of Community Transport Organisations (PACTO) (Third Sector)

Marten Lewis
Bluestone (Private Sector)

Elaine Lorton
Hywel Dda University Health Board (Public Sector)

Charles Mathieson
Pembrokeshire Coastal Forum (Private Sector)

Mair Thomas
Pembrokeshire Coast National Park Authority (PCNPA) (Public Sector)

Ken Murphy
Dyfed Archaeological Trust (Third Sector)

Robert Phillips
Natural Resources Wales (NRW) (Public Sector)

Mike Plumb
National Farmers Union (NFU) (Private Sector)

Rebecca Voyle
Farmers Union of Wales (FUW) (Private Sector)

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