A leading figure in North Wales social care has pledged to continue campaigning for fair funding and better recognition for frontline workers after receiving a major UK industry award.

Mario Kreft MBE, who runs the Pendine Park care organisation, received a Lifetime Achievement Award at the Leaders in Care Awards in Birmingham.

The award recognises more than 40 years of work in social care, including efforts to raise standards, support independent care providers and improve recognition for the people delivering care.

It comes as Mr Kreft steps back from leadership roles at Care Forum Wales and the Wales Care Awards, both of which he helped establish.

He now intends to focus on supporting smaller, independent and community-based care providers, particularly across North Wales, while continuing to campaign for a funding system that properly reflects the cost of providing care.

Stephen Hall, editor of Care Home Professional magazine, said Mr Kreft had been one of the most influential champions of social care in Wales and across the UK.

He praised his work at Pendine Park, his role in establishing the two organisations and his efforts to represent residents, families and frontline staff, including during the Covid pandemic.

Mr Hall also highlighted Mr Kreft’s belief that good care should encompass dignity, compassion and quality of life, including opportunities for people to enjoy music and the arts.

Kevin Edwards, managing director of Meddyg Care, which operates care homes in Porthmadog, Criccieth and Rhyl, also welcomed the award.

He said it recognised Mr Kreft’s leadership and the support he had given to the social care sector in North Wales.

Mr Kreft said his commitment to the sector remained as strong as ever, adding that smaller providers faced significant challenges and needed their voices to be heard.

He said access to excellent care should never depend on the resources available, and called for a system that properly recognises the true cost of care while giving people dignity, choice and a good quality of life.

He also said the social care workforce deserved greater recognition, respect and reward for the work it carries out in often challenging circumstances.