Rural diversification has become one of the biggest talking points in the UK, as more and more farmers explore different ways to diversify to help them build resilience for their businesses.
Of course, diversification isn’t exactly a new idea; farmers have always adapted. But over the past few years, we have seen a real shift, with DEFRA calculating 72% of farming businesses in England having some diversified activity in 2024/25 (DEFRA).
When you look at the bigger picture, it’s easy to see why so many farmers are looking at new revenue streams to futureproof their businesses. Diversifying is a great way to reduce vulnerability to challenges beyond their control, such as unstable markets, rising costs, changing subsidy structures and unpredictable weather. Annual Farm Accounts from DEFRA’s Farm Business Survey show that in 2024/25, income from diversified activities rose by 21% to £22,400 (DEFRA).
It’s no surprise that more farms are looking at what they already have: land, buildings, location, and thinking, “what else could this do?”
What Does Rural Diversification Actually Look Like?
One of the biggest misconceptions is that diversification means doing something new and completely unrelated to farming, and that it needs a massive budget to start.
In reality, many successful projects are usually built around what’s already there – your land, your buildings, your location and your story. Across the UK, some of the most common diversification routes are across lettings & commercial use; renewable energy; tourism & accommodation; food, drink & retail; experiences and events (DEFRA).
Rural Businesses We’ve Helped to Grow
The best way to see the potential of diversification is to see it in action!
Over the years, we have worked with a wide range of rural diversification businesses, helping them to bring their ideas to life and create brands that work well to tell their story and reach the right audiences.
George & Clemmie’s Farm – Ice Cream Parlour & Pick-Your-Own Sunflower Field
This was such an exciting project – a mix of retail and seasonal experience, the perfect place for family days out. We helped to create branding for the diversification of this business after some expansion of the farm.
Wild Fox Distillery – Rural Gin Brand
Moving into food and drink production, this project shows how farms can add value by producing their own products. Not only do Wild Fox distil their own farm-to-bottle gin from their orchards full of fruit and wild botanicals found in the hedgerows on the farm, they also offer gin tastings, events and relaxed evenings at their family run distillery on their Lancashire farm.
Moore & Co Butchers
An example of staying close to the core agricultural roots while building a strong retail presence. We helped to create clear branding for the only traditional butcher in the whole of Bowness-on-Windermere.
The Importance of Getting Your Marketing Right
Having a good idea is the start, but making it work commercially is another. That’s where good marketing comes in!
Your name, branding, website, social media, and print all play a part in how your diversification business is perceived, and it is so important to get them right.
We’ve worked with plenty of businesses at the early stage, helping them to shape their idea and get everything in place before launch.
Getting Started with Rural Diversification
With an ADHB study finding consumer trust and interest in British agriculture and farmers at a record high (ADHB), now could be the perfect time to branch out!
The good news is… you don’t have to figure it all out alone. We’re always happy to have a chat, talk through ideas and help you work out what might be possible.
