This Nuffield Farming Scholarship Study focuses on farms that have chosen the route of direct selling, particularly where value has been added to the farm’s primary produce – for example, when a dairy farm uses its milk to produce cheese or ice cream.
In recent years, the agricultural sector has faced significant economic and environmental volatility, prompting many farm businesses to diversify. The diversification possibilities are vast; additional agricultural enterprises can be added, farm produce can be sold directly, the farm assets can be used for tourism, recreation, events, storage and energy generation. Each diversification has its own benefits and challenges.
This study focuses specifically on farms that have chosen the route of direct selling, particularly where value has been added to the farm’s primary produce – for example, when a dairy farm uses its milk to produce cheese or ice cream.
Field visits were conducted in the UK, Ireland, the Netherlands, Brazil, and Rwanda to explore the challenges, benefits, and key considerations of this type of farm diversification. These visits included farms, farm shops, and the support networks that assist such enterprises, including consultants, local government bodies, and funding organisations.
A wide range of direct-selling ventures was observed, including: