5 Foodie Minutes with … Jonathan Williams (@beach_food)

Every now and then we are going to hang out with some of the cool foodie folk we get to work with to find out a little bit more about what makes them tick, both on the ‘shop floor’ and in life more generally.

We call the series “5 Food Minutes with …”

This week, mainly because there was no surf in Pembrokeshire and it was raining and the tide was high, we get to hang out with Jonathan Williams, the brains, energy and damned hard work behind The Pembrokeshire Beach Food Company. Mr and Mrs Deli had two thwarted trips to Freshwater West in 2017 so our mission – and we are totally ready to accept it – is to get there and taste crab and lobster rolls in 2018! Until then, let’s slip behind the scenes with Jonathan.


Hi, who are you and what foodie mischief do you get up to in your day job?

Hey, I’m Jonathan and basically we celebrate all things sea.  I generally make lots and lots of weird concoctions, which I force feed to the staff and I try and hide down the beach as much as possible.

What inspires you?

Simply Everything.

Where in the world do you get to hang out doing your foodie thing? Can you tell us a little of what is so special to you about ‘place’?

I love the beach and sea and in Pembrokeshire we have the finest in the world. We have massive tides and when it is low you have the whole shore line to work with, when I started the business 8 years ago there were 750 different types of seaweed in the UK, now there are over a thousand. That is a good larder to work with. Just go to the beach and cook, bring some essential ingredients and see what you can find.

Which 3 food (or drink) producers should the foodie world know more about?

Barti Ddu spiced rum of course because it is the best spiced rum in the world (and already a favourite on the shelves at The High Street Delicatessen).

Danny Dash Shellfish because it provides us with the best Lobster and Crab in the world .

The Pembrokeshire Chilli Farm (as discovered by Mr and Mrs Deli on a recent sourcing trip to Tenby; we tasted the amazing chilli jams at Loafley Bakery and we have been in touch with Owen (and Michelle) about stocking them).

Where was your last holiday … any ‘hidden gem’ recommendations?

Ooo (it’s) been a few years; working too hard. Last holiday was Sri Lanka, south coast wonderful wonderful wonderful!

What is your favourite meal?

My Grandad is from Greece so I have spent a lot of summers here; love the seafood but I have to say one of the best meals ever was the Souvlaki grill at Thanasis Kebab in Athens, just wow!

You have £30 in your wallet/purse and an open mind about supper – where do you head to locally and what do you buy?

Easy, go to the great local deli in Pembroke, called Wisebuys; great cheese, veg, fruit, seaweed and rum.

Favourite food writer?

Between Jane Grigson’s Fish and Keith Floyd Fish cook book (aw, I think we’ll let you have both, Jonathan, because we set the rules!).

Most comforting ‘comfort food’?

Full Welsh Breakfast with extra laverbread

Thanks so much for spending 5 Foodie Minutes With us, Jonathan … we love how the sea is the inspiration for all you do, and it’s ebbs and flows drive your timings – thank goodness the tide was high and the surf was missing for ‘5 Foodie Minutes’.