Ammanford traders welcome Gwyl y Twrch Trwyth Festival

Ammanford traders are giving the Gwyl y Twrch Trwyth Festival a colourful welcome to the town centre.
The Festival and the Support your Local High Street Initiative is providing a shop window for what traders have to offer and they have decorated their shop windows to promote the festival, too.
The displays follow a boar theme linked to the produce sold at each shop.
Among the businesses that have decorated their shop windows is the ismooth cafe in College Street where one of the two boars in the window is good enough to eat!
Erika Beynon of ismooth said: “We decided to make a boar out of cake which we have cooked and decorated and put in our window. We also have the original papier mache boar made for the launching of Twrch Trwyth.
“Traders have really got behind Twrch Trwyth which is nice to see. There has been a lot of decorating. It is helping the Third Sector as well as private traders and has brought us together. For traders these are exciting times!”
Angela Phillips of Try-Angles and Ammanford Chamber of Trade said: “We decided some time ago that we wanted to do a wild boar festival and this year we are, coinciding with the Support your Local High Street campaign.
“We decided to start by getting local shops involved making a boar out of their own produce and putting it in their window. The response has been amazing.”
Council Leader Cllr Kevin Madge said: “It is wonderful to see such an inventive range of boars in local shop windows. I’d urge people to take the chance to come to see them as well as finding out what else our town centre has to offer.”
The town of Ammanford is set to come alive with medieval fun, games and laughter from this Thursday to Saturday.
Partners including traders, the Chamber of Trade, Carmarthenshire County Council, and Ammanford Town Council have joined together to organise the three day Gwyl y Twrch Trwyth Festival.
The town will step back in time for three days to help strengthen its future. Traders in costume from the Middle Ages will sell boar-themed produce while street entertainment will include historical re-enactments and a traditional craft market.
The town will draw inspiration from the mediaeval Twrch Trwyth legend of Culhwch and Olwen that is linked to the Ammanford area. It is a mystical tale from the Mabinogion. Prince Tared (or Taredd Wledig), is cursed into the form of a wild creature; he has poisonous bristles, and carries a pair of scissors, a comb and a razor on his head, between his ears. King Arthur and his knights chase this Enchanted Boar from St Davids to Ammanford.
The Enchanted Boar will play a prominent part throughout the festival, with the Boar Story and Hunt, Boar products and food, Boar window displays and a re-enactment of the Twrch Trwyth legend.
The festival will be held in a number of locations throughout the town - Quay Street, Wind Street, the Arcade Piazza, and Ammanford Park - and will provide a mix of activities to entertain visitors.
The fun will include street entertainers Circusdayze, stocks and wet sponge throwing, a hair dressing competition, Wild Boar riding, a bouncy Camelot castle, circus skills, a birds of prey display by Pantglas World of Nature and a barbecue and boar roast.
The festival is in support of the Welsh Government’s High Street Week from September 20-27 organised as part of its Support Your High Street campaign.
Carmarthenshire County Council is supporting the Welsh Government initiative.
It is aimed at encouraging businesses and communities to support their local High Streets and rediscover the benefits of shopping locally.
Regeneration executive board member Cllr Meryl Gravell said: “The Gwyl y Twrch Trwyth Festival is a very exciting initiative which I’m confident will prove very popular with traders and customers alike and help to boost Ammanford town centre.
“As a council we are backing the Welsh Government’s Support Your High Street campaign and Twrch Trwyth is an important part of that. I would encourage as many people as possible to visit the town centre over the course of the festival.”
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