Small community care homes across Wales are “national treasures” that the country cannot afford to lose, according to social care champion Mario Kreft MBE.

The Care Forum Wales chair has used his inclusion in the Care Home Professional 2026 Power List to call on the new Welsh Government to protect independent care homes and services that are rooted in local communities.

His warning comes as the new Plaid Cymru government begins work on its plans for a National Care Service, with the future role of independent providers likely to be a key issue.

Mr Kreft, who is also the owner of award-winning North Wales care organisation Pendine Park, believes small and medium-sized care businesses fit closely with Plaid Cymru's pledge to support homegrown Welsh enterprises.

He said the vast majority of care homes in Wales are not large, private equity-backed organisations, but family-run businesses whose owners live in the communities they serve.

“With the new Plaid government in Cardiff, there is an opportunity for a new beginning to highlight the fantastic work done by small and local businesses who provide the backbone of social care in Wales,” he said.

“The average size of a care home in Wales is 40 beds and the vast majority of them are owned and run by people, many of whom live in their local communities across the nation.

“The Prime Minister has spoken negatively recently about private equity funded care homes. I don’t agree that’s an issue in Wales where the typical example is a family-run operation with one or two homes.

“These dedicated people are proud to live in their community and serve their community, creating jobs and providing vital services, without which the NHS would cease to function.

“They are family-run Welsh businesses and it’s been heartening to hear that the new Welsh Government sees the importance and value of homegrown companies like this.”

Mr Kreft said his recognition in the Care Home Professional Power List was particularly significant because of the challenges facing the sector.

He was awarded an MBE for his contribution to social care in Wales and has also received a Recognising Achievement Award at the Welsh Government's St David's Awards for his work in health and social care.

Pendine Park, which now operates nine care homes in North Wales, began with just one 14-bed home.

Mr Kreft said the business was established to care for his grandparents and his wife Gill’s grandfather.

“I have always stood up for small independent businesses because we started with just one care home with 14 beds so I could look after my grandparents and Gill’s granddad,” he said.

“We’re now one of the top five companies in Wales but we are tiny when compared with some of the giant organisations in England.

“Some of these big organisations are run by friends of mine and they are doing incredibly well, but I think there is a specific issue for Wales with a new government that is not yet persuaded by the arguments to support independent care businesses and is seeking to create a national care service.”

Mr Kreft believes independent providers should form an important part of any future National Care Service, whether services are operated by private companies or charities.

“The most important thing is that the people of Wales are caring for their own people, creating many local jobs,” he said.

“These are real community assets, rooted in their own communities and we have always in Care Forum Wales, and I have personally, been interested in supporting the little guy.”

He pointed to care providers in rural communities as an example of the vital role played by smaller businesses.

One example is Meryl Welsby, who has operated a care home in Pentrefoelas, Conwy, for more than 30 years.

Mr Kreft said the home has grown to around 30 beds to remain sustainable and provides an important service in a rural community.

“That’s a vital community resource and exactly the kind of company that Plaid Cymru are talking about,” he said.

Mr Kreft warned that once smaller care homes disappear, replacing them could prove extremely difficult, particularly in rural areas where building new facilities may not be financially viable.

“We are blessed in Wales to have lots of services close to people’s homes in their communities so you don’t have to travel far to visit your loved ones,” he said.

“But if they are not properly supported within a National Care Service they will not be able to survive – and once they are gone, they are gone.

“Nobody is going to build a new 30-bed home in a rural area because it would not be financially viable, whoever is running it – because costs have gone up and regulation is more onerous.”

He also highlighted cases where people requiring care have been moved significant distances away from their home communities because suitable placements were unavailable.

“We see cases time and time again where people are moved by the NHS and I know of one person from North Wales who was recently placed in a home in Bristol,” he said.

“It’s utter madness. What is the sense of taking people from their community?”

Mr Kreft said he welcomed the development of new services but urged ministers to ensure existing community-based provision is protected.

“My message to the First Minister, as Plaid said in its manifesto, is that Welsh companies should be cherished and supported because they provide investment and jobs, along with vital services in the case of social care,” he said.

“I would suggest that he should look at the sector in that light.”

He added that most people requiring care in Wales rely on state support through local authorities or health boards to fund their care.

“I hope, with colleagues, to be able to convince Plaid Cymru that supporting these national treasures is a very sensible thing to do, whichever way you look at it.”

Mr Kreft is now urging Plaid Cymru Senedd members to visit care homes in their constituencies and speak directly to residents and staff.

“We are urging Plaid’s Senedd members to visit their local care homes and speak to the residents and staff who work in them and understand first hand how it alleviates pressure on our hospitals,” he said.

“This is about local people living and working together in their communities providing essential services that underpin the NHS in Wales.”