In the wake of escalating environmental and economic challenges on the Pembrokeshire coast, a group of visionary leaders formed the Pembrokeshire Coastal Forum (PCF) in 2000.  

Now a leading force in sustainable coastal management, PCF exemplifies the power of collaboration and innovative thinking in transforming environmental challenges into opportunities for growth and sustainability. 

Here, Jetske Germing, Managing Director of PCF, shares her insights into the organisation's transformative journey. She also explains how the Business Wales Accelerated Growth Programme has supported their growth journey.  



Tell us about the Pembrokeshire Coastal Forum.
The origins of PCF are about tackling coastal challenges head-on. The late 1990s were a period of intense pressure on our coast, with the Sea Empress disaster leaving a stark reminder of our vulnerabilities. The disaster saw 72,000 tonnes of oil spilt into Pembrokeshire waters, killing thousands of seabirds and closing fishing grounds and beaches for months.  

This tragic event highlighted the pressures and threats to the local environment and economy. An understanding developed between local MPs, local authorities, the Port, public bodies, conservation organisations, industry and communities that we needed an independent body to address issues facing the Pembrokeshire coastline. So, Pembrokeshire Coastal Forum was born. 

Our mission has always been clear: to inspire collaborative efforts and deliver tangible solutions for sustainable coastal living. 

 Our formation was more than a response to a disaster; it was a proactive step towards a more sustainable future. The creation of PCF marked a pivotal shift in the region's approach to coastal management. Today, we are an award-winning Community Interest Company that works to protect the coast and marine environments for current and future generations to enjoy.  

We're not just addressing challenges; we're transforming them into opportunities. Through our innovative approaches to climate change, water quality, responsible recreation, aquaculture and marine renewable energy, we're redefining the narrative around coastal sustainability. 

From a humble beginning with just two staff members, PCF has expanded to a team of 18 dedicated professionals. This growth isn't just in numbers; it reflects our unwavering commitment to innovation and adaptability in the face of ever-evolving coastal challenges. 

Our dedicated team are experts at providing independent stakeholder engagement, project development and partnership working. We have built our long-term relationships with coastal partners on trust and understanding over many years. 

As we look back on our journey, it's clear that PCF has become a beacon of hope and a symbol of resilience for coastal communities. Our story is of passion, innovation, and an unwavering commitment to the coast we are privileged to call home. 


What is your proudest moment in business?
We take immense pride in our Marine Energy Wales initiative. It's a testament to our vision of making Wales a global leader in sustainable marine energy. But our ambitions don't stop there. Every initiative we undertake, from nutrient trading to wildlife disturbance reduction, is a step towards a more resilient coastline. 


What challenges have you faced on your journey?
Facing challenges is part of our DNA. The complexity of coastal management often brings tough conversations and decisions. But our team's strength, passion, and resilience have always guided us through these challenges. We overcome challenges with teamwork and expert support where we need it.  


What does the future hold for PCF?
The road ahead is exciting for us. We plan to ensure effective partnership approaches continue and also look to new, ambitious projects and sustainable growth. With our sharp focus on offshore wind development, water quality enhancement, and sustainable aquaculture, we're not just planning projects; we're crafting the future of coastal sustainability. 


How has support from the Business Wales Accelerated Growth Programme (AGP) helped your business?
Our partnership with the AGP has enabled us to focus, develop and remain agile and relevant. From tailored training to bespoke work packages, the support offered to us has been a cornerstone in our growth story. 

We joined AGP early on and have benefited from support from training, bespoke work packages with coaches and general business advice. Support has ranged from marketing to broader development work and leadership team training. The tailored approach from relationship managers who understand our needs has been hugely beneficial.  


Learn more about Pembrokeshire Coastal Forum.

Further information on the Business Wales Accelerated Growth Programme 




The Business Wales Accelerated Growth Programme is a pan-Wales programme part funded by the European Regional Development Fund through the Welsh Government.

Share this page

Print this page