The Accelerated Growth Programme gave us the confidence, guidance and strategic support to believe in our vision, scale responsibly, and pioneer a new marine industry for Wales.
Câr-y-Môr – For the Love of the Sea in Welsh – is Wales’ first community-owned regenerative seaweed and shellfish farm. Based in St Davids, Pembrokeshire, it has a bold vision for coastal regeneration, restoring marine ecosystems and creating sustainable livelihoods.
Operating as a Community Benefit Society (CBS), Câr-y-Môr is a multi-generational movement to reconnect people with the sea, the land, and each other. Every pound made is reinvested into the community, and every member has an equal say in shaping its future. Thanks to support from the Business Wales Accelerated Growth Programme (AGP), the organisation has navigated complex regulatory landscapes, launched innovative products, and is now scaling to catalyse a brand-new industry in Wales.
Here, Managing Director Owen Haines shares the company’s story and the vital role AGP has played in helping Câr-y-Môr grow.
What inspired you to create Câr-y-Môr?
We were inspired by our heritage – generations of coastal fishing, aquaculture and farming – and the deep connection between people and place. We saw the struggles in our communities: environmental decline, vanishing jobs, and young people moving away. So we asked, “What if we could create an industry that helped both the sea and the people who live by it thrive again?”
We formed Câr-y-Môr as a CBS, and from day one, it’s been about restoring balance, building a future honouring our past, and creating quality jobs that span generations.
How has AGP supported you?
AGP support has been a game-changer. We’re trying to build an entirely new industry in Wales, and there’s no blueprint for that. AGP helped us shape a viable growth strategy, clarify our financial modelling, and open doors to networks and opportunities we wouldn’t have accessed otherwise.
Beyond providing valuable expertise, they helped us realise that we could and should think bigger and that Câr-y-Môr could catalyse a new regenerative marine sector in Wales. From early strategic conversations to funding applications and stakeholder engagement, they’ve helped us grow responsibly while staying true to our values.
What were some of the biggest challenges you’ve faced?
Licensing and regulation have been massive hurdles. There wasn’t an established framework for seaweed and shellfish farming in Wales, so we’ve had to work closely with agencies to shape the process as we go. It’s been slow and complex, but we’re proud to have won a marine licence appeal, a milestone for us and a precedent for the sector.
Another challenge is awareness. Many people in Wales don’t realise the value of seaweed as a food, a fertiliser, or an environmental tool. So, a big part of our work has been education—reconnecting people with seafood, regenerative practices, and our coastal identity.
Access to funding has also been a challenge. Scaling marine infrastructure is capital-intensive, and as a CBS, we rely on social and environmental investment. AGP’s strategic advice and support around funding applications have been crucial.
What are your proudest achievements so far?
Becoming Wales’ first commercial seaweed and shellfish farm and creating 20 year-round jobs in a rural coastal area. We’ve also launched our first seaweed-based biostimulants for agriculture—products that naturally improve soil health—and AGP’s guidance helped bring those to market.
But more than that, we’re proud to see people’s perceptions shift. Locals are taking pride in a business rooted in tradition that reflects the values of our precious coastal communities.
What’s next for Câr-y-Môr?
We’re scaling up farming operations and expanding processing capacity. We want to offer apprenticeships, strengthen our supply chains, and help establish a thriving regenerative aquaculture industry in Wales that creates jobs, restores nature, and delivers long-term community benefit.
We’re building a truly multi-generational workforce, but it’s about more than jobs. It’s about belonging.
With over 500 members now involved and continued support from AGP, we believe Wales can lead the way in this sector.
What advice would you give to other entrepreneurs?
- Surround yourself with people who challenge you but also believe in the vision.
- Listen to your community and never stop engaging with them
- Make use of support programmes like AGP – they’re there to help businesses like yours succeed
Click here to learn more about the Accelerated Growth Programme.
Click here to learn more about Câr-y-Môr.