Archive for March, 2011

Beverley Humphreys, Julie Lyddon, Alexis Kirsten

The High Sheriff of Mid-Glamorgan, Beverley Humphreys, has made an official visit to EcoDysgu in Tondu, Bridgend.

Founded in 2002, EcoDysgu, also known as ‘Bridgend’s Best Kept Secret’, provides alternative education and training for people of all ages, particularly those suffering from social exclusion, alcohol addiction and drug abuse in addition to those who are struggling to focus within the traditional education system.  At EcoDysgu education programmes are executed in specialist workshops, including carpentry, building, joinery and other practical skills, and each programme is complimented by a holistic therapy session.

Within her role as High Sheriff of Mid-Glamorgan, Beverley felt it extremely important that she visit EcoDysgu as the centre has helped and supported so many young people within the area. The role of the High Sheriff dates back to the 11th Century, when the High Sheriff was the keeper of peace, collector of taxes and even had powers of execution. Now, the role still acts as a bridge between the criminal justice system and the community, working closely with police and the judiciary to make our communities safer. 

Of her role as High Sheriff, Beverley says:

“For me personally my role means encouraging and supporting the unsung heroes and heroines who are doing amazing things week in, week out, to help young people to channel their energies and fulfil their potential – in fact anyone who is trying to make their community -and thus the world – a better place.”

Beverley Humphreys, High Sheriff Mid-Glamorgan

After hearing about EcoDysgu, Beverley felt that a visit to the centre was vital to her role as the work that Julie Lyddon, Founder of EcoDysgu, and her team do everyday for so many young people often goes unnoticed and unheard of by the wider community. Although recently being recognised at the Welsh Women Who Mean Business awards as Best Woman in a Business Investing in the Environment, Julie continual work that often has life-changing effects for people who desperately need emotional support, confidence and reassurance, have remained a secret for many years. Following her visit to the centre, Beverley hopes this to be no longer the case.  

A New Home for the High Sheriff

The visit itself involved a tour of the centre including indoor and outdoor workshop areas, vegetable patches, mud huts made from recycled materials and exquisite gardens made by specialist groups who have benefited from the centre.

Julie Lydon, Founder of EcoDysgu says: 

“The ability to see and take part in a project from start to finish, such as the many handmade benches and carvings dotted round the woodland, provides an irreplaceable sense of pride and confidence to those who have never been given the chance or reassurance that they desperately need in order to lead a positive life. We felt Beverley truly understood the messages we are passing on here and are extremely grateful that she has taken the time to visit EcoDysgu to hear our stories and witness some of the unique workshops that take place.”

EcoDysgu is a not-for-profit organisation and often struggles with funding in order to carry out their workshops and specialist programmes. A café and self-catering accommodation is available within the picturesque surroundings and the organisation receives some support from the community and companies such as Sainsbury’s and Newport-based contractors, Dudley’s, who are helping the centre reach its goal of self-sustainability. Without such support and funding, the remarkable experiences and transformations that happen at EcoDysgu would not take place.

Beverley Humphreys, High Sheriff of Mid Glamorgan says:

High Sheriff, Beverley Humphreys and Julie Lyddon, Founder

“Our community needs special places like EcoDysgu and extraordinary people like Julie to nurture and support those who struggle  to find their  purpose in  life –  to bring out their potential and help them to know that they are valued as individuals and have their own important contribution to make to themselves, to their families and to the wider world ”



For further information, please contact:

Rob Petersen, Managing Director, Petersens Ltd.:  02920549597

Becci Gould, Account Executive:  02920549597

Notes to Editors


EcoDysgu was established in 2002 as a not for profit community education centre, delivering the model of education we call ‘Learning to Heal – Healing to Learn’.  The model was consciously designed to address the failure in our mainstream education system to deal with our human-ness. Whilst academia has its place and value, so many life long skills are not being taught, too many young people are leaving school without the tools or understanding of how to cope with the challenges they face.

Many are left feeling useless, hopeless, uninspired and undervalued. EcoDysgu aims to bring about the change needed, change that sustains!   EcoDysgu works with children, young people and adults, learning new skills, building confidence, addressing issues, supporting ourselves, each other and the environment.

EcoDysgu is positive in our approach and pioneer a way of life that is all encompassing.

For further information visit: 

Beverley Humphreys

Beverley Humphreys has been serving as High Sheriff of Mid-Glamorgan since April 2010 and ends her role on 13th April 2011.

Central Cardiff Business Centre: Callaghan Square

Following Jon House’s, CEO Cardiff Council, speech at a recent Cardiff breakfast Club meeting, and the exciting news announced today in the South Wales Echo of the Council and WAG’s vision to transform Cardiff into one of the UK’s powerhouse, financial cities, the agency is delighted to support the campaign to further the case for the Cardiff City Region.

With the news of the H.M. Governments decision to electrify the rail line from London to Cardiff and to explore every opportunity to electrify the Valley lines, we have a real opportunity to make Cardiff City Region a reality. Let us hope that a decision can also be made to fast track the development of park and ride stations such as Cardiff Hub at the fast developing St. Mellons Business Park. By improving the basic transport infrastructure in the area, the Cardiff City Region concept can be realised. It is vital for potential investors in the region to have fast transport links for customers, staff, suppliers, tourist visitors and all travellers to move freely, economically and safely to, from and around our city region.

Cardiff Central Station

In addition, with Jon’s wish to see a revitalised Cardiff Central Station and inner business district, we can then give our visitors to the capital a welcome that befits a 21st century modern, vibrant, cosmopolitan city region.

By Rob Petersen, Managing Director

It is not just the potential medial winners who are pulling out all the stops for ensure success in 2012. 

At a recent lecture, organised by the Cardiff Business School, given by Morag Stuart, ex head of Procurement at Olympic Delivery Authority (ODA), I was fascinated by the size of the task which confronted Morag, an ex-Cardiff Business School student who headed up the ODA purchasing activity from 2000-2010.

For example, the task of delivering the construction programme was equivalent to over twice the size of London Heathrow Terminal 5 in half the time!!

With the games less than 500 days away there still is more to be completed but already the Olympic Park is over 60% complete and the East London Skyline is now being dominated by the project.

Morag explored the challenges faced and the dedication/professionalism of the contractors involved. She maintained that there was still time for the Welsh Business Community to win business from the main contractors and follow the lead of other successful Welsh companies such as Cardiff-based EuroClad who have won over £3 million worth of work.

Make a date in your diary to visit Buith Wells on 21/22nd May for the Royal Welsh Spring Fair.

While we have to admit a strong interest as the RWAS is one of our valued clients, the Spring Fair is a great fun day out for all the family with a fabulous food hall selling the very best of Welsh produce and lots of attractions including stunning flower exhibitions, chickens, lambs, goats, horses and even a few Llama thrown in!!!!

This is the first major event in the Royal Welsh’s calendar and a lovely way to welcome the summer – Don’t miss it!

by Rob Petersen, Managing Director, Petersens Ltd.

As part of the Welsh Assembly Government’s Dynamo project where successful entrepreneurs act as role models in schools and colleges,  I was delighted to spend an hour of my time with year 9 students at Barry Comprehensive School recently.

Having gained their attention after competing with their mobiles, i-phones, and general conversations, I began by giving them my experiences of working as a wrangler in the USA and then starting and running my own business. I was very pleased to find their minds open and found them extremely receptive about the world of Business and Entrepreneurs. Perhaps it was not my story that interested them but the rewards, both financial and personal, that could be achieved by starting and running their own business.

Maybe there was more than one potential Ruth Badger amongst them!

CardiffBreakfast Club –Thursday 28th April 2011

Special Guest Speaker: Dame Gillian Morgan, Permanent Secretary,  Welsh Assembly Government

As Permanent Secretary, Dame Gillian Morgan has been the senior civil servant and chief executive of the Welsh Assembly Government since 2008. Hailing from Llwynypia, Dame Gillian worked as a doctor in hospitals, general practice and public health before moving into management as Chief Executive of the NHS Confederation between 2002 and her move to Wales.

Following the referendum on the extension of powers these are interesting times for Government in and of Wales and we look forward to hearing from the person who is at the very centre of this activity.

The next Club Meeting will be held on Thursday 28th April 2011 at The St. David’s Hotel & Spa, Cardiff Bay. 

We would be delighted if you were able to join us.  If you wish to attend, please contact Becci Gould on or 02920 549597

We hope you can find time to join us and look forward to seeing you.

Yours Sincerely,

Morgan Cole.  Lloyds TSB Commercial .  Western Mail .  Marsh

In the run up to the NCWE Work Placement of the Year Awards 2011, the Petersens team has been discussing why we think it is important for young people to gain work experience.

Rob Petersen, Managing Director:

“Having been in business for a number of decades and also bringing up two children I have seen how very important it is for young people of every generation to get work experience. When I  was growing up I had a number of opportunities to experience work including being a woodman in Tintern Forest,.a wrangler in Wyoming, a chauffeur in Los Angeles, a postie in Bristol, a trainee in a surveyors and a taster graduate in an advertising agency in London. Of these, advertising got the vote and I have been in the Advertising/PR business ever since.!!

For today’s young people the choice is more limited and therefore for the future of our economy, and business in particular, as employers we must follow a policy of taking on young people for  work tasters or placement programmes.

Why you may ask when it takes valuable executive time to guide and counsel them? Simply that you get great pay-back from adopting this policy in terms of  potential recruitment, new ideas, fresh thinking, commitment, genuine appreciation and a satisfaction that in a small way you are passing on your experience to the next generation.

If every business small or large in Wales gave our young people opportunities to experience life with them, Wales would not be seeing our talented young people, not just highly qualified graduates but school leavers as well, leaving our country to be snapped up by employers in other parts of the UK and further afield. Terry Matthews was so right in a recent announcement that we must not let our talented people go. We must give them the opportunity and trust me you will not be disappointed!”

Cerys Palmer, Senior Account Manager:

“Entering the professional world post-degree, people will generally be faced with fierce competition. I have seen many friends and peers who have gained excellent degrees but have no industry experience and therefore struggle to find employment in their chosen sector. 

The degree I chose included a compulsory year out in industry, I was very lucky to land a position with Marks and Spencer Head office in London, which proved to be invaluable. I was given an insight into the ‘real world’ and given a taste of working with professionals, that I could one day work with again.

The principles of my degree taught me a lot, but it was working with real people on live projects that landed me with interviews and a successful career in London and Wales.

My advice to people would be what ever experience you are offered, take it, and squeeze the most of it. If a CV lands on my desk I’ll be looking at achievements and experience and not grades.”

Becci Gould, Account Executive:

“Work experience is something some students may see as time-consuming and unnecessary but from my experience it is absolutely vital not only in securing a job but also in deciding which career path to follow. I had absolutely no idea what I wanted to do after finishing my degree in English Literature and luckily during my free time in my final year I decided to do some hands-on research into what would best suit my skills and personality.

After completing a series of flexible work tasters through the GO Wales scheme, I soon narrowed my career path down from marketing, fundraising and social networking to public relations and communications.

Although I found PR the most suitable field, I learnt a great deal from my other placements and would highly recommend trying a wide range of jobs, if, like me, your degree is somewhat open-ended. Each placement extended my skill-set and increased my extremely limited knowledge of how different businesses operate, from charities and public sector organisations to start-ups and small businesses. I even managed to secure a 6-week paid internship in communications with a global property company in London which was a whole new experience in itself!

I am so grateful to the organisations that gave me the opportunity to take part in work experience programmes including my current employer, Petersens PR. I have now not only been able to begin a career in a field that I believe to be ‘right’ for me but have also been able to identify and embark on the appropriate training to further my knowledge and skills relevant to the PR sector.

 I would recommend any student to take work experience as seriously as I did as it really can be the making point of your future career.”

Petersens has been working with GO Wales ( ) for over a decade to provide valuable Work Tasters and Placements for students and graduates across Wales and has recently been shortlisted by the National Council For Work Experience Awards for the second year in a row.

The national awards take place on Tuesday 22nd March so watch this space for details…

by Becci Gould, Account Executive, Petersens PR

This morning’s Cardiff Breakfast Club meeting boasted an audience of just under 100 business men and women from a total of 57 different businesses – a turn-out that could not only be attributed to the beautiful March morning but to David Anderson, Director General of National Museum Wales.

To a community used to hearing primarily about economic and business matters, David’s presentation was a breath of fresh air, providing the audience with an insight in how Welsh history is, and should be, presented within the 7 museum sites that form the National Museums of Wales.  

As a national of Ireland, Mr. Anderson’s speech on the significance of Welsh history on St. Patrick’s Day was somewhat ironic. However, after attending university in Edinburgh, and working in England before beginning his role as director general, David assured us that his loyalties (in rugby at least) lie with Wales (until indeed they play Ireland). In fact David informed his audience that, after studying Irish history at university, he developed a fascination for national culture and it is through this interest that he aspires to dramatically improve Wales’ National Museum.

History, David suggests, has a close impact on modern society and people are continually addressing and rethinking their relationship with the past. It is therefore fundamentally crucial to have a national museum that reflects the diverse, rich and ever-changing culture of Wales.

The development of the St. Fagin’s site, therefore, not only hopes to appeal to a wider range of audiences but will also merge archeology with history in order to represent a longer history.  Displays will reflect key debates amongst historians such as ‘When was Wales’ aiming to engage new audiences in the key conflicts and exchanges of culture and history whilst providing a better education to its many visitors, both young and old.  

As Mr Anderson suggested, museums such as St Fagans National History Museum are often criticised by scholars for being too entertaining and accessible, but he argues that history is something that should not only be visually appealing to everyone but actively engaging. History isn’t just about material elements but personal experiences and active participation: We all participate in making history so why shouldn’t we all be able to have access to it?

The St Fagans museum aims to embrace the opportunity to offer this level of understanding to its visitors through displays and experiences that step away from traditional visual exhibits, and instead engage our other, often-forgotten, senses.

David Anderson’s innovative forward-thinking and enthusiasm in developing the National Museum of Wales certainly convinced his audience that we greatly need a museum that takes a long, hard look at the history of Wales and that says something to the rest of the world about who we are now and where we have come from.

We therefore cannot help but support David in his quest for the National Museum of Wales to become a showcase for new thinking and a centre for engagement in a national history so close to our hearts.  

The next Cardiff Breakfast Club meeting with guest speaker Dame Gillian Morgan, Permanent Secretary of Welsh Assembly Government will take place on Thursday 28th April 2011. For more details contact Becci Gould on

Join Cardiff Breakfast Club on LinkedIn : 

A Star for Burton

Posted: March 11, 2011 in Opinion
Tags: , ,

By Rob Petersen, Managing Director

What a wonderfuol idea to launch a campaign to get a star installed on the Hollywood walk of Fame in memory of Richard Burton.

A campaign which will succeed I am sure as he was one of the greatest Welshmen ever to walk the stafe and film sets across the globe.

For some years I had the great privaledge of working with his brother Graham Jenkings who ran the famous Afam Lido in Port Talbot and learnt a great deal about his famous brother whilst we helped to promote the Afam Lido far and wide.

Well done to Dylan Jones Evans for coming up with the idea for this long overdue hunour and to the Principality Building Society, WRU and Western Mail for supporting the campaign.

Moorland Community Centre in Lincoln has been presented with new cycle storage units by Dudley’s, a specialist contracting firm that has recently completed works on a local Sainsbury’s store.

During the large extension and refurbishment of the Lincoln Sainsbury’s store, Dudley’s offered its support to the local area. As a result, the Newport-based contractors was approached by Moorland Community Centre which was looking for suitable cycle storage that would enable local people and children in particular, to safely store their bicycles.

The cycle racks, which have been erected from Sainsbury’s unused trolley shelters, were cleaned, painted and transported by Dudley’s and its Groundworkers, O’Boyle Brothers Ltd, before being positioned and bolted in place at the community centre.  The racks have now been decorated with graffiti by local children adding a unique community twist to the storage bays.  In addition to providing a sense of achievement for the local children involved in the two-day project, the bays now form structure that is not only useful but visually striking.

Simon Johnson, Sainsbury’s Key Account Manager for Dudley’s says:

“When completing extensive works in a particular area, such as the extension and refurbishment of the Lincoln Store, we are always looking for ways to support the local community. We are pleased to have been able to directly address the needs of Moorland Community Centre and hope local children will benefit from their new and uniquely decorated cycle bays.”

Rachel Taylor, Neighbourhood Working Lincoln South, says:

“Moorland Community Centre has been looking for suitable cycle storage for some time and therefore we are extremely grateful to Dudley’s for supplying the trolley bays which now, not only provide safe bicycle storage for the local residents, but have provided the opportunity for the community to come together to produce this an iconic local landmark”


For further information please contact:

Cerys Palmer, Senior Account Manager:, 02920549597