His partner in the venture is Gareth Huws, who co-ran the Good Pub Company in South Wales with Snooks until the sale of its six food-led pubs to the Welsh brewer SA Brain last year.
The two have bought a pub from Wolverhampton & Dudley Breweries next to Glamorgan County Cricket Club's headquarters, and renamed it Y Mochyn Du, or The Black Pig in Welsh.
Huws said Tafarnau Cymru was loking for "quality outlets with potential, in an area from Swansea to the Severn Bridge." The pubs would have "a strong bilingual appeal", he said, with "good value creative pub fod, local cask ales, quality lagers like Hoegaarden [sic] and Stella and fine wines." The likely split would be 60% wet, 40% dry, he said.
The company has money available to buy more freehold pubs, but "we don't know how many we will open yet - it depends what is available and where," Huws said.