Our Brand Principles
The Cambrian Mountains Initiative Brand
The Cambrian Mountains are a distinctive upland area forming the heartland of Wales. It is an area of exceptional unspoilt landscape that supports valued habitats, species and ways of farming that have roots stretching back to the Middle Ages.
The Cambrian Mountains brand encompasses the characteristics of the area it represents. It is a brand that is dedicated to sustaining a unique living environment through providing customers with a guarantee of quality, taste and welcome. All the products and services using the brand are based on the strengths and qualities of the Cambrian Mountains and are committed to supporting the aims of Cambrian Mountain Initiative.
The Cambrian Mountains initiative aims to:
· support the development of sustainable, rural communities within the area of the Cambrian Mountains
· sustain the environment of the area of the Cambrian Mountains as defined by the landscape character assessment of Wales
· work with communities and producers, tourism providers within the surrounding area of influence to the benefit of the core area
· ensure the future sustainability of the Welsh family farms
· achieve the highest standards of land management and animal welfare
· be a guardian of the area’s natural environment and heritage
· enable the provision of ecosystem services to the benefit of the wider society through securing carbon in the soil and flood management
· provide the best Welsh welcome and a high quality of service to visitors to the area
The Use of the Cambrian Mountains Initiative Brand
The brand will be used under licence from the Cambrian Mountains Company to producers or service providers who:
- commit to the values of the brand
- agree to a specific set of quality principles specific to their produce/service
- contribute to achieving the wider aims of the initiative
- use the brand in accordance with the brand guidelines
