23-06-2025
- Business
- Powys County Times
Powys cider maker makes S4C Busnes Bwyd TV show finale
A Powys businessman who has dreams of opening a Welsh cider house and taproom has made it through to the final of a television show which could take his venture to the next level.
Sam Robinson is on a mission to grow an orchard-rooted business that's rich in Welsh culture by crafting his fine sparkling Seidir Tydecho (Tydecho Cider) just outside Machynlleth.
The local producer has made the final three in the brand-new S4C series Busnes Bwyd (Food Business) as they go head-to-head in a bid to win £5,000 in business funding and expert mentorship.
Raised in Oxford, Sam moved to the Dyfi Valley to work as a farmer after graduating in philosophy from Cardiff University. Within 18 months, he immersed himself into the community by joining a rugby team and a choir as well as becoming fluent in Welsh.
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'I'm definitely a better cider maker than a businessman,' Sam said.
'We have a very unique product. Not many people produce fine ciders here in Wales and most certainly nobody is producing the kind of sparkling cider that we make.'
Joining Sam in Wednesday's final are former boxing champ Cassius Walker who is the founder of Port Talbot-based Portablo Coffi, a community-focussed coffee business known for its handcrafted cups and signature blend; and Pwllheli's Laura Pozzi Evans who runs Fferm Ty Cynan, a hands-on fruit farm producing fresh strawberries, jams and chutneys.
The four-episode series has showcased a diverse line-up of small business owners from across Wales, each rooted in community, heritage, and a deep passion for quality produce.
Over a series of challenges, they faced rigorous testing in branding, business planning, and market appeal—guided by two of Wales' most respected business minds: award-winning entrepreneur Marian Evans and Wales' 'original entrepreneurial guru' Professor Dylan Jones-Evans.
BAFTA-winning comedian Tudur Owen presents the series, bringing warmth, humour, and a healthy dose of mischief as he guided the competitors through each twist and turn of the competition.
Together, the mentors and presenter challenge the participants to think big, refine their brands, and prove they have what it takes to succeed in the fiercely competitive food and drink market.
