In this series, we're introducing you to our expert Relationship Managers. This month, meet Geraint Hughes, a passionate advisor who combines deep rural business expertise with an innovative approach to helping Welsh enterprises scale with confidence.
Geraint has 20 years' experience working with rural enterprises across Wales and the UK. A Nuffield Scholar and Welsh Agricultural Student of the Year 2000, he's the founder of Madryn Foods, the company behind Jones o Gymru crisps and Calon Lân, and co-founder of Dewin Tech, a Welsh Start-Up Award winner. As Chair and Agri Food Lead Consultant at Lafan, he brings first-hand entrepreneurial insight to his work supporting ambitious businesses on the Accelerated Growth Programme (AGP).
We asked Geraint to share what drives him and the advice he most often offers.
What first drew you to working with high-growth businesses?
When I realised the impact of high-growth businesses on wealth generation, and the way they create opportunities and support communities. Working with high-growth businesses through AGP allows me to leverage my experience to make a real difference.
What's the most rewarding part of being a Relationship Manager?
Seeing the impact a scaling business creates, such as local employment opportunities, wealth added to the local economy and innovation that improves communities. I love visiting businesses and hearing their stories, like how they've created opportunities for young people to return to rural Cymru. Making money matters, but it's the impact that motivates me. We all want a stronger, more vibrant Cymru and high-growth businesses play a huge role in that.
What's the best business advice you've received?
My top piece of advice is inspired by our patron saint, Dewi Sant: "Gwnewch y pethau bychain" or "Do the little things". In a world full of noise and disruption, I often turn to these words of wisdom. Carry on doing your little things well and it will turn out just fine. I also tell clients to keep an eye on three things: cash flow, clarity in your mission and vision and getting the right people in the right seats.
What trait do you see in the most successful leaders?
Creativity. It's the most common trait in the new wave of business leaders in Cymru. We can't always compete on costs in Wales, so to innovate and stand out, you need to be creative. I often tell businesses to take extra special care of their creative people. They'll add tremendous value!
How do you recharge outside of work?
By moving, whether that's fitness classes, cycling or walking. I'm lucky to live between the coast and the mountains. I also love gardening, beekeeping, tending to my chickens and growing vegetables. A big part of my heart is in the garden, reflecting my farming roots. And eating is a big passion, I happily pay good money for local chefs to ignite my taste, we have serious culinary talent in Cymru!
What's one thing you'd love every AGP business to know?
The value of a solid brand. It's transformative.
What challenges do you most often help with?
Raising capital, marketing, PR and building a team, but the more unusual requests are interesting and the beauty of AGP is that we can respond to niche requirements. We have such strength and diversity across our team of Growth Coaches. I tell clients: never hesitate to ask. You'd be amazed at the expertise we can call on.
What work are you most proud of?
When a pre-trading business I'm advising gets that first sale, it's a wonderful feeling. Or when a client creates a job and through that, changes a life and makes a huge contribution to the community.
Your go-to advice for ambitious business owners?
Embrace KISSing in business: 'keep it simple.' Marketing is simply finding out what people want and giving it to them in the way they want. Likewise, acknowledge what you're looking to gain from the business and structure it in a way that provides that to you.