The Pembrokeshire Beach Food Company is spearheading the launch of a new national day dedicated to the joys of laverbread – a traditional Welsh seaweed delicacy that can be used in everything from quiches to cooked breakfasts.

Laverbread is the cooked version of ‘laver’ – porphyra seaweed – a diaphanous red algae found abundantly along Wales’ rocky coastline. Cooked for many hours, it produces a green, gluey sludge that is a delicacy for many, but a challenge to others.

Needless to say, it tastes much better than it looks. Jonathan Williams founded his award-winning business on a passion for laverbread.

Quitting a desk job in Swindon in 2010, he returned to Wales to run a food stall dedicated to Welsh seafood delicacies, particularly laverbread foraged from his local coastline.

Over the years the business grew from a pop-up market stall to a permanent van at Freshwater West, where people queued to buy treats such as lobster rolls, crab rolls and breakfast buns stuffed with bacon, egg, cheese, seaweed butter and laverbread patties.

Now Jonathan has taken on the lease at The Old Point House, an iconic old smugglers’ inn reached across a tidal causeway on Angle, Pembrokeshire.

Work is underway to give the venerable pub a new lease of life – and it will include a permanent Pembrokeshire Beach Food Company presence via a repurposed boat selling street food in the pub garden.

Jonathan’s passion for laverbread inspired him to launch National Laverbread Day, and for this year’s inaugural event he will be sharing laverbread recipe videos, competitions and special offers online and handing out free laverbread samples with beer bought at The Old Point House.

There will be opportunities to win free laverbread via the company’s social media accounts, and an online laverbead cooking competition with prizes given to the best recipes shared on social media.

Jonathan is also inviting chefs, restaurants and food shops to join in by holding their own events or putting laverbread on the menu for the day.

Above all, Jonathan wants people to have fun discovering this delicious but often overlooked ingredient.

He chose April 14 as National Laverbread Day because it is the same day the Japanese celebrate ‘Mother of the Sea Day’ in honour of Kathleen Mary Drew-Baker, whose research into the cultivation of porphyria seaweed led to a commercial breakthrough for the Japanese Nori (laver) industry.

“For too long this laverbread has been cast aside as a footnote in the culinary world,” said Jonathan.

“But not anymore - from now one this incredible ingredient shall be celebrated, revered around the world for the marvellous delicacy it is.

“So cast aside your inhibitions - life is an adventure, food is adventure. Be bold, be brave and make this day and everyday forth the day of laverbread, born from land as ancient as the oceans themselves.

“To me laverbread has to be one of the food wonders of the world. The use of laverbread has declined and we believe that this is just not acceptable: this food wonder should be celebrated as much as possible.”

He adds that while laverbread is relatively rare in shops outside Wales, it is available on Welsh markets.

“You can also buy it from as any worthwhile fish monger in Wales,” he adds.

“And even if you live outside Wales, there are still plenty of ways to get delicious laverbread by post. If you’re unsure what to do with it, the Pembrokeshire Beach Food Company has some great recipe ideas you can try.

“So prepare ahead: stock up on laverbread and join us on April 14 online or in person at The Old Point House to celebrate this food wonder on National Laverbread Day.”