Menter Mon transforms a Welsh community by harnessing its cultural, environmental and maritime heritage

Employing 60 staff and administering an annual turnover of £4 million, Menter Mon plays an important role in addressing many of the challenges which undermine the island’s economy. It works by applying for a range of EU, national and regional funds, then providing an accessible and integrated means of encouraging and empowering individuals and communities to develop Anglesey’s economy from within.

Menter Mon’s primary aim is to harness the island’s existing assets – in particular its cultural, environmental and maritime heritage – and the opportunities they present to improve its social and economic prospects. Anglesey is an island rich in history and culture whose natural resources include rolling hills, dramatic cliff tops, sandy bays and stony beaches. As with any place or organisation, the Isle of Anglesey’s most important tool in affecting change is its people and the enterprise project has worked to unleash their latent entrepreneurship potential. Social enterprise and increasing social cohesion are the keys to Anglesey’s enterprise success.

The challenges to enterprise the Isle of Angelsey faces are similar to those of many rural areas throughout Europe. These include the difficulties in keeping talented, able young people in the area or attracting them to it, mobilising communities to convert economic inactivity to participation and contribution and the need to diversify how Anglesey’s farm land is used.

As making the most of the resources the island already has been a core element of Menter Mon’s winning strategy, much of the project’s work has been focused on the farming industry. Menter Mon is working with young farmers and their families in diversification development. The Farm Holiday Network has been established and developed and now has 14 members with a combined turnover of £2.8 million. Hydroponics systems have been developed which enable farmers and smallholders to use renewable energy inputs in order to extend their growing seasons.

Grants are in place to enable the development of novel new crops for the environmental, health and lifestyle markets. Many of the products which have been supported in this way are now being sold internationally, raising the island’s profile on the global stage. Halen Mon Anglesey Sea Salt is one particular success story, having earned plaudits from distinguished chefs such as Gordon Ramsay. Menter Mon has also assisted the development of 50 new food products, many of which are produced by farmers’ wives as diversification businesses.

Menter Mon has also recognised the previously undervalued economic potential of the island as a heritage destination and a tourist magnate. Anglesey’s profile as an outdoor pursuits and healthy activities destination of choice in particular has been highlighted and promoted. Part of this involves the promotion of biodiversity and the natural environment. Menter Mon believes that the more nature there is for people to see, the more visitors there will be to boost rural tourism. Conservation projects include the Otter Project which has enhanced the island’s waterways for this endangered mammal through habitat improvement and creation. Similar projects are in place to boost local red squirrel, water vole and otter populations.

To educate young people and embed enterprise in their minds as a viable career option, Menter Mon has introduced an Economic Literacy unit into the island’s secondary schools. Undergraduates from Anglesey are being provided with a vacation employment scheme whereby they can work with local businesses and institutions for three months over the summer. This has assisted more than 60 young people in gaining employment and career guidance without having to leave the area.

Summer schools for sixth formers and Anglesey-based undergraduates are being set up which will raise economic literacy and awareness levels and enable young people to undertake entrepreneurship activities. New psychometric and aptitude methods to identify future entrepreneurs at a young age have also been developed so that they may be nurtured in a similar way to rising music or sports stars.

The selling of the island as a green, clean and serene destination has been an important strand of activity. Mentor Mon has helped local entrepreneurs develop products using native natural resources which promote this image such as Monomor cosmetic products and Gwdihw balms. The Monomor beauty range was recently featured in the Daily Mail’s top 10 best new beauty products.

Rowena Mansfield has been using the healing properties of native Angelsey herbs and plants, mixed with natural ingredients such as coconut oil and beeswax, to created balms for over twenty years. With guidance and support from Menter Mon, Rowena has been able to take her balms to an audience beyond the island. Together they came up with the Gwdihw brand and introduced its first range of balms to the marketplace. Reaction has been fantastic and Rowena has had to move production out of her kitchen and into a purpose-built cabin. Gwdihw now works as a partnership with Rowena working on the production side and Menter Mon taking responsibility for sales and distribution.

Using the island’s heritage as a tourism product has enabled Menter Mon to boost the island’s economy. Through social enterprise, redundant assets have been transformed into sustainable community run businesses which provide important services. These include, cafes, accommodation, several post offices and community shops and the Maritime Museum in Holyhead. Each of these enterprises has been developed with funding and guidance from Menter Mon and serves as a model for what can be achieved in rural economies with community ownership and inspiration from within.

Mentor Mon was Wales regional winner of the 2008 Enterprising Britain competition.