‘Time waits for no man’ when it comes to successful farm diversification
12th September 2023
Attendees to a National Sheep Association (NSA) Northern Region event last week (Friday 8th September) had their eyes opened to the opportunities and potential pitfalls of ways to diversify sheep farming enterprises.
With direct support to farm businesses declining across the UK, and more farmers considering diversification options to supplement their core farming income, the Northern Region of the National Sheep Association (NSA) teamed up with AHDB and various speakers to host the event at the J36 Rural Auction Centre in Cumbria.
Purposely timed to coincide with the end of Love Lamb Week, the morning session focused on direct selling of sheep meat products. John Geldard shared the successes of the Plumgarths Farm Shop and associated family businesses in Cumbria, while Karl Pendlebury of AHDB and independent butcher Peter Allonby delivered an excellent butchery demonstration as the backdrop to a wide-ranging discussion about adding value to lamb carcasses.
Whatever approach was taken to direct marketing of lamb, be it through box schemes, a farm shop, farmers markets, or online retailing, Karl and Peter were clear that the priority had to be convenience.
“Consumers want something that is convenient and will be quick to prepare and cook – but that can be good news, as they’ll then eat lamb more often, rather than only cooking a roasting joint on a Sunday or, increasingly, only on a special occasion,” said Karl Pendlebury.
These consumer trends were echoed by Grace Randall, AHDB Retail and Consumer Insight Manager, who showed that domestic lamb sales would decline if the market failed to diversify beyond roasting joints.
After attendees enjoyed a delicious shepherds pie lunch, the attention turned to diversification ventures other than selling lamb. But the sentiment of ‘time waiting for no man’, stressed throughout the morning session, came to the fore there too. Speakers included Rebecca Wilson, an influencer on social media, and holiday pod entrepreneurs Vicky Slater and Kevin Holiday – both of whom have been able to thrive by adapting to the latest trends and consumer interests.
The positive attitude towards change embodied by John Geldard when he built his farm shop in the early 2000s was still applicable 20 years later and to all diversification types. “Change will never stop; it’s about keeping up with it,” he said. “But remember, it’s important not to go into diversification to save your business. It will only work if it’s to strengthen your business. That’s been proven many times over the years. You need to build it from the bottom up.”
NSA Northern Region runs events and offers support to sheep farmers throughout the north of England. For more information, become an NSA member at www.nationalsheep.org.uk/become-a-member and/or contact Chris Adamson, NSA Northern Region Manager, at chris@nationalsheep.org.uk.
