SHOPS and organisations across the Amman Valley are being urged to use the wild boar to boost their businesses.

The boar has become the trademark of the area, with the recent successful Twrch Trwyth festival further establishing the brand.

Now Carmarthenshire County Council Leader Cllr Kevin Madge is calling on all business people throughout the Amman Valley to cash in on its popularity.

“Where Trafalgar Square is famous for its lions, the Amman Valley has the wild boar and we should take every opportunity to use it ,” Cllr Madge said.

“A strong brand will help promote the whole area, bringing together the heritage and history, along with the Twrch Trwyth trail, the natural attractions of the valley, tourist destinations, walks, cycling and of course plenty of shopping opportunities and places to eat.

“We must work together to bring more people into this wonderful place we call home, and use this brand to unite and promote all that we have to offer.”

There are hopes that the Gwyl y Twrch Trwyth will become an annual event following its success and the massive effort made by town centre businesses.

The festival, along with the Welsh Government’s Support Your High Street campaign, provided a shop window for what traders have to offer.

Cllr Madge said a huge effort was made by so many people including both independent and national retailers, the Chamber of Trade, Rotary, the Town Council, newly formed Ammanford Enterprise Partnership [NEP], the Army Cadets, St John’s Ambulance, Amman Valley School, and Carmarthenshire County Council.

“It ensured that the three days of activities raised awareness of the huge variety of produce and services that the town centre has to offer locals and visitors,” Cllr Madge said.

“I look forward to future events such as this along with numerous promotions and activities bearing the brand of the wild boar.

“Who knows - this time next year it could be just as famous as those Trafalgar Square lions!”