The Project Wholefoods team

The Directors

Hugh Simpson-Wells - Director

Key project focus: Finance

I was born and brought up in Penarth, but I lived for summer holidays spent dinghy sailing in Cwm-Yr-Eglwys. I studied Engineering Science at Oxford, but the arrival of the PC took me in a different direction. In 1983 I founded an IT training and consultancy business, now an international company for which I still work part time. I have also run other types of business - from a pub in Bristol to a publicly-owned US company - and I hope to bring some of that experience to this project. Many members of my family now live locally, and I have always felt it was my spiritual home. I was finally able to move here myself in 2018, and I look forward to doing something positive and important for the local area, to pay it back for all the joy it has given me.

Anna Brown - Director

Key project focus: Securing funding

I grew up near the Preselis and, after leaving in 2001, returned to Pembrokeshire in 2020 to start a family. Whilst away I spent time working for a human rights law firm, and for Citibank in their corporate finance team. Latterly I worked for French NGO, Entrepreneurs du Monde, in Myanmar and Sierra Leone, on the establishment and development of social microfinance programs. I recently returned to work after maternity leave with my second child and currently share the Chief Executive position at Bristol Charity, Talking Money. My interest in ensuring that Newport's wholefoods shop remains part of the town in the future is from a community, environmental and health perspective.

Mike Payne - Director

Key project focus: Community outreach

I have recently retired from being a part-time GP in north Devon where I was a partner and clinical manager in a rural practice for just over 30 years. My wife and I also had a small mixed farm of cattle, sheep and goats which we managed organically and the produce was sold locally. We have now relocated to live near Newport so as to support our son and his family and work on their organic market garden, Awen Organics, in Nevern. I am passionate about food and in making local, high quality and sustainably produced food accessible to all. I have seen how this can improve health and well-being both individually and on a community level. Whilst I am new to the area I have been impressed as to how important the wholefoods shop is to the town and I am pleased to be involved in trying to continue and develop the hard work already being done by the shop to provide good food.

The core team

Jack Jones

Key project focus: Welsh language and culture

I recently moved back to Pembrokeshire having worked in water, sanitation and energy in Australia, Kenya and India (and Bristol) after studying Biochemical Engineering at Bath University, and am now Operations Director for a green gas company.

Having grown up in Haverfordwest and as an ex-pupil of Ysgol y Preseli I have a strong connection to Trefdraeth and to the area, culture and language, and having worked for small and large companies, charities and NGOs have an interest in different ways of funding and running businesses.

Outside work hours you'll find me on the coast, rummaging in rock pools with my young family.

Jessica Seaton

Key project focus: Overall strategy

Most of my experience is from the clothing retailer Toast which I co-founded with my husband in 1997. We have now left that company and I am dividing my efforts between our farm near Nevern, Havards Community Shop and this project. I bring to the project business strategy and development, branding, retail systems and presentation, marketing and financial planning. Previous experience from Havards project, share offer and fundraising. I have knowledge of local food systems and regenerative farming and in 2016 published a cookery book Gather Cook Feast. Previous trustee of the National Museum of Wales and Oxford Food Symposium. I have lived and worked in Wales since 1978. I care very much about good local food and about Newport as an excellent local shopping town. It is a pleasure to do something to help where I can.

Frances Williams

Key project focus: Retail strategy and market research

Brought up in Cardiff, I spent many childhood holidays in West Wales and later continued the tradition, regularly bringing our own children to Newport to relax and recharge. We now finally have a permanent home in Nevern. A career in market research across diverse sectors led me finally to clothing/homewares retail. As Head of Customer Research at Next, I worked across the business, generating customer insights and bringing that customer perspective to key business decisions. My position required understanding of a range of retail business issues – especially strategy and brand positioning, product range development, store layout and in-store communications.

I love cooking and eating great food. I believe good, locally sourced food can be available to everyone, and that retaining a mix of independent retailers in Newport is a vital part of what makes Newport special as a place to live and to visit.

Sally Wigney

Key project focus: Design

I have years of experience working in commercial retail design, in the UK and Internationally, mostly in large commercial developments such as airport retailing and boutique shopping centers. Despite or because of this I have passion for the richness of high street retail. This corner of North Pembrokeshire stole my heart 20 years ago and now I am lucky enough to call it home. Newport is very precious and as a loyal customer of the unique and special Wholefoods shop I would love to help, in any way my skills can be of use.

Susanna Lob

Key project focus: Marketing

After a long career spanning marketing, sales and business development roles in academic, professional and digital publishing, I have worked as a marketing and publishing consultant for the last 16 years.

Since moving near to Newport in 2018, I have also been developing a tourism business with my partner. This has included setting up and managing our social media accounts to showcase the myriad of wonders the local area has to offer, including great places to eat, drink and shop.

I love Newport and am keen to volunteer my skills and enthusiasm to support the community purchase of the wonderful wholefoods shop.

Ruth Jones

Key project focus: Operations and HR

I am fortunate to have called Newport my home town for over three decades. My two sons went to school locally and we have all enjoyed everything this special town has to offer, with its collection of independent shops, cafes, restaurants and pubs.

I have recently retired from my position as practice manager at Priory Vets in Cardigan, where my husband and son are both still practising vets. Now with a little more time on my hands I am hoping that my many years of management experience can be put to good use as a member of the project team, to help secure the future of the wholefoods shop which I believe is vital to preserving the town’s unique identity.

Specialist advisors

Vicky Moller

Key project focus: Community partnerships

I have lived in Pembrokeshire most of my long life. I have 4 children, 8 grandchildren and 2.5 great-grandchildren around Newport.

I like having a go at changing the world, achieving enough to keep trying. Working with GRWP Resilience we have helped urban community growing sites into being in Pembrokeshire, and achieved diverse social and environmental landmarks. The key is to empower, get things going, and step back. The power of community is something we specialise in around here.

I hope the Wholefoods Project will keep a weather eye on the big picture, meet Wales and the world's needs as well as Newport's. The global horizon has never been darker. Enterprises reflecting the creative power of nature and community have never been more timely.

Cris Tomas

Key project focus: Funding strategy

I have been involved with community social enterprise developments for over 25 years. Since 2016, I have been the Community Assets Development Manager for the social enterprise charity PLANED. In this role, I have supported the community purchase of the Tafarn Sinc in Rosebush, the White Hart in St Dogmaels, Havards in Newport, the Cross Inn in Hayscastle and, most recently, the Crymych Arms in Crymych.

I am Chair of Cwm Arian Renewable Energy and a Board Member of 4CG Cooperative. I was the cabinet member and county councillor for the Crymych ward up to 2022 and I currently sit on the Welsh Government Commission to support Welsh Language communities. I received the award of Welsh Co-operator of the Year in 2012 and Welsh Social Enterprise Champion of the year in 2013.

Duncan Wigney

Key project focus: Sustainability

Previously an Executive Board Member with P&L responsibility for a global Energy Construction business, with annual revenues of approximately $6bn. My portfolio included EPC delivery of $multibillion projects I have worked extensively in Europe, Middle East, Far East, Russia, Australia and the US.

With over 30 years’ experience in the energy industry in major projects I am now using my skills and experience to assist organisations in tackling the Energy Transition. I am an ESOS Lead Assessor and have completed over 50 energy and carbon regulatory reports across the UK.

I live in Dinas Cross and I enjoy most things food and drink related especially curing, smoking and cooking anything I can over a fire. Food provenance and using local produce is very important to me.

Brendon Blake

Key project focus: Investment management System

I have owned a house in Newport/Tydrath for over 25 years. I have 30 years’ experience with IBM in technical consultancy, marketing and management, having set up and managed IBM’s first ever European Technical Support Group for the Internet in the 1990s.

I also have worked for more than a decade as a University researcher. I run my own software business, and was trustee and director of a charity for almost ten years.

I have been supporting the successful purchase by the Community of Havards Hardware Shop, whom I assisted with the design and implementation of their Investment Management system. This system is now being used by other charitable initiatives in Pembrokeshire. Our family are long-term customers of the Wholefood Shop.

Kathryn Doley

Key project focus: Legal

I have lived in Newport for nine years now but have been coming to Pembrokeshire to visit my husband’s family since we met 40 years ago, and I fell in love with it from the start. All our children have enjoyed growing up with strong links to the county. I read Russian at university which led me into the BBC and then into work as a City lawyer. I escaped from this over 15 years ago and discovered my vocation as a music teacher and I continue to teach violin in schools and privately. Having seen other town centres hollowed out over recent years, it would be heart-breaking to envisage Newport in the same state and I feel it is incumbent upon all of us who love the town to do whatever we can to prevent this.

Do you have any questions? Would you like to get involved? Would you like to be the first to hear about a share offer?

We’d love to hear from you! Please contact us at hello@projectwholefoods.cymru or click the link below.

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