Diversification is not a new phenomenon and indeed it’s not for every farmer or farming business. But for many, making the best use of a farm’s assets to enhance farm income from sources other than conventional farm production makes sense. According to DEFRA, in 2017/2018 two thirds of all farms had a form of diversified activity. Potential opportunities for diversification may include:

• Adding value to farm produce – on farm processing, direct/online selling or farmers’ markets
• Developing a new enterprise – for example, glamping, adventure sports, pets, leisure and recreation activities
• Developing buildings – such as holiday lets, weddings, residential, workshops and office space
• Farm energy – renewables

When exploring the options for diversification there are many issues to consider, but most importantly it must be the right choice for the farming business and those who work on the farm. Our recently launched Spotlight: Farm Diversification highlights the following 10 key points to consider:

1. Property assets
   What redundant or underutilised assets are on the farm? For example, buildings, stables, lake, topography, natural capital and forestry.
2. Product or service
   Decide whether you are best suited to creating a product or providing a service. What are the unique selling points? What’s your personal interest in this new business, hands-on or delegated?
3. People
   What skills, qualifications and interests do you and your family or business partners have? Is there  already available labour with the appropriate skills or will upskilling training be required?
4. Farm location and local demographics
   Where is your farm? Are there enough potential customers nearby? Does your farm have good access from the main road? 
5. Target market
   Who are your customers? What are their needs? Where and what is your competition? 
6. Capital investment and funding
   How much will it cost to set up? Is there grant funding available? Do you require a loan or do you have disposable income to support the project?
7. Legal, planning and tax
   What are the legal requirements? Is planning permission required? What are the tax implications?
8. Marketing
   How will you promote your business? What will your brand image look like?
9. Risk and insurance
   What are the risks to the business? What are the health and safety considerations?
10. Research and business planning
    How will the diversification impact on the core farming business? It is important to conduct thorough market research and business planning.
    Before undertaking a new venture seek advice on reviewing the farm business as it may not always be the answer to improving profitability.  

Further information

Contact Savills Rural Research