For twelve years, the has shone a light on the best in British Farming. During this annual event, Britain's farming industry comes together to celebrate the achievements of its contemporaries.
Diversification of the Year (Large)
The 2024 Diversification (Large) of the Year finalists have been selected because of the scale and success of their chosen farm diversification strategies. Each of these farmers recognise the fact that a farm business can no longer operate through traditional methods, although they remain a core part of the business. Our 2024 finalists demonstrate an exceptional ability to add value to the farm business through diversification, whether that be in agri-tourism, food and drink production, leisure, retail and/or events to name but a few. The large scale business diversification is helping to support the longevity and success of the farm in the future.
Finalists
Play at Lower Drayton Farm - Richard Bower
Lower Drayton Farm's diversification is a collaborative effort involving the Bower family, dedicated staff, and expert consultants. Ray Bower, the founder, and visionary has been pivotal in transforming the farm into a visitor attraction focused on education and community engagement. His oversight of farming operations and strategic contributions have been essential.
Richard Bower, Ray's son, joined the family farm in 2011, bringing a degree in Agri-Food Marketing. As managing director since 2018, Richard has been instrumental in expanding and modernising the farm, overseeing the day-to-day operations of PLAY@ Lower Drayton Farm.
Val Bower has been involved from the beginning, managing the visitor attraction, and ensuring a welcoming environment. The management team focuses on customer service, animal husbandry, and operations, cultivating a dedicated staff to enhance the visitor experience.
The farms diversification has led to strategies addressing economic fluctuations and climate change. The expansion of attractions, including indoor spaces and educational areas, aims to attract more visitors, while growing interest in agricultural education enhances school visit offerings.
Sustainability initiatives and community engagement are central to the farm's strategy, with a focus on unique selling points like the working farm experience. By proactively addressing challenges and pursuing opportunities, Lower Drayton Farm aims to ensure continued success and growth in the future.
Marshall's Farm Shop Ltd - The Marshall Family
Marshall's Farm Shop Ltd is a family-run operation thriving on teamwork and collaboration. The Marshall family, with key roles filled by Kenny, Moira, Christine, Julie, and Shona, manages the day-to-day running of the diverse business. Kenny oversees traditional farming, while Moira handles finances and supports various tasks across the farm.
The farm shop, restaurant, and butchery have seen significant growth due to the family's strategic diversification efforts. They focus on locally sourced products, including Aberdeen Angus beef and free-range eggs. The butchery department caters to a wide clientele, offering various cuts and delicious homemade items, while the restaurant highlights farm-fresh ingredients.
In response to challenges like rising energy costs, the Marshall family continually seeks innovative solutions, such as investing in solar energy and streamlining operations. They foster a supportive work environment, offering incentives to retain skilled staff.
Seasonal events and community engagement play a crucial role in attracting visitors. The family actively participates in local initiatives, building strong relationships within the community. Their dedication to providing high-quality food and unique experiences has solidified their reputation as a premier destination in Aberdeenshire.
The Marshall family's ongoing commitment to diversification has led to a thriving business that incorporates sustainable practices while staying true to their agricultural roots.
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Wold Top Brewery, Spirit of Yorkshire Distillery - The Mellor Family
The Mellor family has established Wold Top Brewery and the Spirit of Yorkshire Distillery on their family farm in Hunmanby Grange. Tom Mellor's entrepreneurial spirit has been crucial in steering the farm towards diversification and sustainability. Alongside co-founder David Thompson, they have effectively built awareness and sales of Filey Bay whisky and Wold Top beer.
Challenges in the brewery have evolved, particularly with increased competition. The Mellor family leverages their farm's story to differentiate their products and maintain a commitment to quality while diversifying their beer selection. Establishing the distillery posed cash flow challenges due to whisky aging; however, opening the Pot Still Coffee Shop and offering tours have become flourishing business aspects. Commenting on business diversification, the Mellor family said, "We're in a pivotal moment for British farming and the breadth of diversification and approaches around the UK is very exciting. Getting this recognition is both rewarding and humbling all at the same time".
Sustainability remains central, with a focus on regenerative practices and strong relationships with local maltsters for barley supply. As the businesses grow, the Mellor family emphasises staying ahead of trends while maintaining quality and sustainability.
Their dedication to customer engagement and community involvement positions Wold Top Brewery and Spirit of Yorkshire Distillery as leaders in the English craft beverage market, showcasing the importance of local farming in producing exceptional products.
The Rhynd, JLW Foster - Ed Foster
Ed Foster oversees a diverse range of businesses at The Rhynd, which includes a gym, café, event space, clay ground, and livery stable. With a focus on customer satisfaction, Ed and his team aim to create enjoyable experiences for visitors. They continually seek to improve facilities and offerings based on feedback.
Since Ed took over, The Rhynd has significantly evolved, with diversification providing a stable income throughout the year. Strategic development of services, including expanding the event space and enhancing the café, has attracted more visitors. Ed emphasises teamwork, ensuring staff are engaged and motivated.
The farm supports these businesses through arable farming, providing a steady income stream. Ed has effectively navigated the challenges of running multiple businesses by employing strong management strategies.
Looking ahead, The Rhynd plans further expansion, exploring new opportunities while maintaining a commitment to quality and service. By continuously improving offerings, Ed and his family aim to ensure the long-term success of The Rhynd as a multifaceted destination for visitors. When reflecting on becoming a finalist at the awards, Ed commented, "We have put so much work into everything here and there have been some very long days. Perhaps most importantly, it's a just reward to everyone that works here for all of their hard work and dedication".
Otter Tarn - John & Kath Blackett
Otter Tarn is a farm holiday accommodation business that combines sustainable farming practices while providing luxury unique experiences for visitors. Specialising in Belted Galloway cattle, the Blacketts have successfully diversified into holiday lodging, allowing guests to connect with traditional farming practices. Their commitment to sustainability is evident in their carbon-negative operation.
Over nine years, the Blacketts introduced several bespoke lodges to meet the growing demand for luxury agritourism. They adapt their business model to changing customer preferences, utilising AI technology to target guests seeking short getaways. This innovative approach positions Otter Tarn as a leader in holiday accommodations.
Amid rising operational costs, the Blacketts have implemented efficiency measures, such as robotic lawnmowers, and are exploring renewable energy solutions to minimize expenses. Their focus on customer satisfaction is evident in their commitment to providing exceptional experiences.
They measure success through high guest reviews and aim to engage visitors in farming education during their stays. This approach fosters a deeper understanding of sustainable practices and strengthens the connection between guests and the land.
Through their dedication to quality, sustainability, and customer engagement, Mickie and Kath Blackett have transformed Otter Tarn into a thriving destination that highlights the importance of responsible farming and unique holiday experiences.
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Diversification of the Year – Small
The 2024 Diversification (Small) of the Year finalists have been selected because of their ability to thrive through farm businesses that no longer operate behind a closed gate, looking to add value to their enterprise regardless of the size and scale of their business. Whether they are operating within agri-tourism, food and drink production, leisure, retail or events, these finalists have demonstrated their ability to add value to the core business. These smaller scale diversification endeavours all help support the longevity and success of their respective farming futures.
Finalists
Elmwicke Campsite, J M & R Powell - Ruth and Jonathan Powell
At Elmwicke Campsite, Ruth Powell wears many hats - cleaner, receptionist, and cook at the onsite café. Alongside her, her husband Jon, a full-time agricultural bank manager, helps on weekends, while their three daughters add to the family charm by providing tractor rides and facilitating animal interactions for guests. Over the past 20 years, the Powells have transformed their farming operation into a beloved campsite, responding to the growing demand for unique outdoor experiences.
In light of rising energy costs, the family has taken proactive steps by installing air source heat pumps and solar panels, showcasing their commitment to sustainability and future proofing the business. They're also planning to build a spacious indoor area for campers, which will allow them to apply for a license to serve alcohol, further enhancing the visitor experience.
The newly constructed amenities block features accessible facilities, ensuring that all guests, regardless of their needs, feel comfortable and welcome. With a focus on creating a warm and inviting atmosphere, the campsite has become a favoured destination for families, evidenced by the strong repeat business and positive reviews.
Ruth and Jon utilise online platforms like Campsites.co.uk and social media for marketing, but it's their remarkable word-of-mouth reputation that truly sets them apart. Their engaging presence even extends to local media appearances, sharing their journey on Radio Gloucester and BBC 5Live.
This successful diversification has not only enhanced their business but also allowed the Powells to balance family life while nurturing a community of happy campers, many of whom have been returning for over 14 years.
The Herdwick Experience - Jo McGrath
Founded through developing the experience from scratch through extensive research and creative work, Jo manages marketing, bookings, and delivers educational sessions on their farm, which houses over 800 purebred Herdwick sheep and 60+ Belted Galloway cattle. The farm attracts more than half a million visitors annually, primarily due to its picturesque location near Tarn Hows, a popular tourist destination. Jo aims to enhance facilities to operate year-round and is raising funds for an educational resource area.
Her background in countryside interpretation and graphic design informs the educational content delivered during the 2.5-hour sessions, which include an engaging presentation and hands-on sheep interactions. Jo's personal journey with mental wellness inspired her to create this experience, recognising the therapeutic benefits of connecting with nature and animals. The program prioritises inclusivity, offering tailored experiences for individuals with mental health challenges.
With a focus on sustainability and the ancient fell farming systems of the Lake District, The Herdwick Experience champions local agriculture. The initiative has seen increasing bookings and repeat customers. Jo actively seeks partnerships with local businesses and healthcare organisations to expand outreach and impact.
By promoting understanding of farming practices, Jo fosters a deeper connection between visitors and the countryside, ensuring the success of the Herdwick Experience.
Agri-cation CIC - Cheryl Reeves
Cheryl leads Agri-cation CIC, a community-focused initiative aimed at bridging the gap between urban and rural lifestyles. Engaging with local charities and organisations, Agri-cation runs weekly sessions with dedicated volunteers, building a vibrant community hub. They collaborate with organisations like Woody's Lodge and North Wales Wildlife Trust to support veterans and promote environmental education.
A key challenge is transportation to the site, prompting Cheryl to raise funds for a minibus to enhance accessibility for participants. Agri-cation CIC also focuses on reducing unemployment in Wrexham by partnering with the DWP to develop bespoke programs that help individuals transition back into the workforce. Their outreach extends to Berwyn Prison, where they aim to engage inmates with farming backgrounds or interests, providing opportunities for reintegration.
Cheryl manages a sustainable beef enterprise that utilises automated systems for efficient calf rearing. They collaborate with local dairy farmers, rearing 50% of their own beef supply chain, and are exploring innovative practices to enhance animal welfare.
Since its inception four years ago, Agri-cation CIC has successfully integrated on-farm education with beef rearing, supporting participants in practical farm tasks while gaining valuable skills. The initiative has proven effective in building confidence and creating pathways for individuals pursuing careers in agriculture.
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Eden Yard - Jannike Taylor
Jannike Taylor, alongside her husband Ben, operates Eden Yard, a farm business specialising in producing Cumbria's only rapeseed oil. After transitioning from agricultural contracting, they now manage 400 acres of arable land and breed sheep. Their diversification into rapeseed oil began from a passion for local produce and the desire to control the production process, ensuring sustainability and quality.
Facing various challenges, they recently established full production on-site, minimising reliance on outside resources. Their product line includes flavoured oils, mayonnaise, and rapeseed honey, contributing to their growing reputation in the culinary scene. Jannike and Ben actively engage with local food producers to promote regional ingredients, addressing the gap in arable production in Cumbria.
Eden Yard has gained traction, supplying numerous Michelin-starred restaurants. Their commitment to sustainability is evident through practices like minimum tillage and entering countryside stewardship schemes. They're also testing projects with local bakers to grow heritage grains, emphasising the connection between consumers and local agriculture.
Community involvement is essential to their mission. They host educational visits for local schools, aiming to raise awareness about the farm-to-fork journey. Their efforts to donate oil to local food banks further solidify their commitment to supporting the community. This combination of business acumen and community engagement has revitalised their passion for farming and local food production in Cumbria, a county renowned for artisan brands and unique dining.
Walking the Goats at Lower Coates Farm - Kelly Richardson
Kelly and her husband Adam run Lower Coates Farm, specialising in unique animal experiences that engage the public. After leaving her teaching career, Kelly founded "Walking the Goats," where visitors can interact with goats and alpacas through activities like goat or alpaca Olympics and animal grooming. This innovative approach has attracted a diverse audience, including children and individuals struggling with mental health.
With many animal experiences offered each month, Kelly's initiatives promote hands-on interaction, learning and relaxation among visitors. The farm also hosts programs for local schools, providing educational sessions for students facing challenges such as anxiety and low self-confidence. Their success has prompted continued partnerships with educational institutions.
As a small team, they strive to adapt to challenges like rising costs and weather uncertainties, implementing effective management strategies to minimise waste. Their positive reviews on social media platforms like Facebook and TripAdvisor reflect their reputation and commitment to quality experiences.
Kelly's passion for farming and animal care drives her to create engaging experiences that raise awareness about agriculture. By offering unique opportunities for interaction with farm animals, she hopes to strengthen the public's connection to farming and promote British agriculture. The farm continues to evolve, ensuring a fresh and exciting experience for all visitors.
Taking place on October 17 at The VOX in Birmingham, the event will welcome industry professionals from across the country to celebrate British agriculture and the successes it has had this year.
