BRITISH FARMING AWARDS DIVERSIFICATION (LARGE) OF THE YEAR 2024

For twelve years, the British Farming Awards 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.

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 – Diversification of the Year (Large) (sponsored by Sykes Holiday Cottages)

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.

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.

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.

Get your tickets here to celebrate with the finalists at The British Farming Awards: https://www.britishfarmingawards.co.uk/britishfarmingawards/en/page/table-packages