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 (Small/Medium) 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 – Diversification of the Year – Small/Medium - sponsored by NFU Mutual

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 Jonathan commented on their business, stating, "our aim has always been to provide a campsite where everyone is welcome. Our guests have a great place to enjoy their holidays with good facilities, we help make lifelong memories for all those staying with us".  

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.

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. Commenting on being shortlisted for the awards, Kelly said, "it completely reinforces my belief that I need to push the business forward, spreading the word about faming in my own unique way". 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.

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