The Vances' newly-inherited business, Noble Haddock Limited, is given a trial run on the beaches of North Wales but, in his thirst for power, George has paid scant attention to some of the important details in his life.

George meets the Criccieth Chamber of Commerce, believing them to be as Welsh as he is. Will Robert and Clementine think he is worth saving from himself? Or, like the rest of the world, will they try to pretend he doesn't really exist?

George visits Ynys Enlli and stays a little longer than he intended. Eventually, he manages to get his family to listen to the draft of his maiden speech. But why were they trying to avoid doing so in the first place?