Suffolk farmer and business owner Emily Aitchison has published her Nuffield Farming report 'Farm to Glass: Assessing how farms can benefit from future trends in the drinks industry', sponsored by The Alan and Anne Beckett Award.

The full report is now available on the Nuffield Farming report library. Emily's report video is now available on the Nuffield Farming YouTube channel and a recording of Emily presenting her findings at the Nuffield Farming Conference can be found here.

During her Scholarship, Emily travelled to the UK, the USA, France, Italy, and Georgia.

In her report, Emily said: "I could see there was an enormous opportunity to diversify into drinks production in the UK that farmers could take advantage of. Drinks provide great scope for scalable businesses and allow farmers to grow crops with value-added production on farms.

"Although there will always be uncertainty surrounding policy change, there is no denying the growth in the consumer trend for sustainably produced food and drink. After my initial extensive research, I focused on drinks that can be produced with sustainable ingredients that are grown in a way that encourages biodiversity and the move towards a regenerative farming future."

During her visits to drink producers across the world, Emily uncovered a common thread: "'Farm to Glass' is not a recognised term or a defined concept in the UK or the other countries I visited. In contrast, the term 'Farm to Table' is widely recognised and understood.

"There is a disconnect between the consumer and the drinks producer, and this is due in part to the fact that drinks are not seen in the same way as food. Until now, drink 'miles', quality of ingredients, and traceability of supply chain in drinks have not been a consideration. However, consumers are increasingly looking for transparency and accountability from producers."

Emily believes that 'Farm to Glass' can connect a farmer to a drink, but clear transparency between the farmer and local distiller, winemaker, or brewer is essential.

"Furthermore, 'Farm to Glass' enables and empowers farmers to get a fair rather than a commodity price for the crops they grow. There is the chance to sell locally or export, which brings benefits to the wider local community, keeping people involved in agriculture and creating employment."

While Emily acknowledges that predicting trends in the drinks industry can be challenging, being part of a trend does not necessarily equate to long-term success: "Trends run their course; you must find something you are passionate about producing that has a niche characteristic for longevity in the market.

"If you make a high-quality product with integrity, you will be able to sell it. I have yet to find the golden ticket tipple, but I learned many lessons. The overarching trend I have discovered is that sustainable production is the future; sustainability will be a lasting trend as it is a necessity."

Study objectives

• Assess opportunities for farmers to diversify into the drinks industry and research crops that can be grown in the current and future UK climate.
• Consider the feasibility for growing crops that can be made into drinks and the viability for further on-farm processing and drinks production.
• Understand the current UK drinks market and identify challenges in launching drinks products.

Key messages

1. Following a "trend" does not always guarantee long-term success. The trend cycle in the food and beverage sector moves quickly. To build a successful brand and achieve longevity in the market you need to create a product you are passionate about, that has a unique selling point and ultimately tastes good.
2. Marketing a 'farm-to-glass' product can be a challenge with competition from major global brands. However, there are opportunities for producers to reach the market, with an innovative, authentic, and delicious tasting product.
3. The channels through which consumers are purchasing their food is changing. There is an appetite for alternative buying options, especially directly from the farm-gate, giving producers the opportunity to connect with their customer. The online grocery market also provides a fantastic sales platform.