Red Rock International joins 4theRegion as an ambassador

Written by Samuel Pate
22nd January 2020

We are proud to announce that Red Rock International has joined 4theRegion as an ambassador.

The 4theRegion team has bought together an intentional community of businesses, individuals and groups that want to see the region of South West Wales thrive. This is a grass-roots initiative by businesses who want our local society, economy and environment to prosper.

“4theRegion is a community of changemakers working together to make great things happen for South West Wales.”

Listening to Dawn and Zoe from 4theRegion, it is difficult to escape the excitement and hope that they have for South West Wales. Where some conversations take a pessimistic or ambivalent turn, they subvert this, taking practical steps to be the change that they want to see. They have six priority areas they are focusing on, including the circular economy, wellbeing and buying local.

“We believe that the key to unlocking the potential of South West Wales is a new approach to regional engagement. That means connecting people more effectively, getting more people working together, crowdsourcing intelligence and empowering people to create the change we all want to see.”

Why did we join?

Red Rock International’s business journey started in Llanelli, South Wales.

We have grown since then, expanding our team to Egypt, Qatar, Scotland, Morocco and South Korea – often exchanging waterproofs for suncream. South Wales is still home to some of our team, myself included, and we love the place.

llanelli beach and Millennium Coastal path

Fundamentally we believe business is a vehicle that enables us to have a positive impact in the contexts we find ourselves in. 

Our business was founded around social objectives. Even though we are a limited company we have a unique set up that means we are not bound by shareholders. We exist to fulfil our purpose:

  1. To help people in organisations to establish sustainable positive changes.
  2. To create an inspiring workplace where staff are fulfilled, developed and valued.
  3. To have a positive social and environmental impact.
  4. To develop a thriving and sustainable business.

Our purpose guides how we make decisions and focus our energy. Sometimes this is reactive and some times pro-active. Sometimes it gets tricky when a decision means prioritising one aspect of our purpose over another. Each of us in the company must have a level of ownership of these statements to be effective they must serve as a guide throughout the ideation, and decision-making process, rather than a rigid set of gates. 

As we looked to 2020, wondering how we could be a positive part of the bigger picture of change, joining 4theRegion was clearly the next step. When you find a person, group or organisation that you share values and purpose with, then the journey with them is often full of life. And as they say, the whole is often greater than the sum of its parts. 

Find out more about 4theRegion at

If you would like to find out a bit more about our story in South Wales why not join us for our next Freshwalk?