Kees Huysmans, Tregroes Waffles, Ceredigion, West Wales:

"Waffling is all about selling pleasure. We don't want our products to go to the wasteline(!), but rather give a sparkle to the eyes. For this effect to take place, it is important that our waffles get to the eater exactly at the time we tell them they can have them.

When Tregroes was the centre of the universe that was easy. Now that the world is our oyster it still is do-able. In Fast Forward we have found a partner who can deliver. We like the people that come and collect the pallets from us. Our customers are happy bunnies, even the one who wanted a pallet delivered in Scotland in a hotel he was staying in, on a Saturday got the sparkle. The toughest bit is paying the bills, I suppose that is to be expected of a Ceredigion man. "