Supporting farmers through change when diversifying

Diversification is becoming increasingly important as farming families plan for the future.

To understand how these changes play out in practice, we spoke to Leonie King, agent of NFU Mutual – Hertford and North Hertfordshire agency who has worked alongside farmers for nearly 30 years.

She shared Lockley Farm’s journey into viticulture and reflected on the role local conversations and support can play when families navigate change.

A vineyard vision for a second-generation arable farm

In almost three decades of supporting farming families, I’ve seen many different kinds of change – new crops, new markets, new opportunities.

But more recently, I’ve seen a growing number of families explore diversification to strengthen resilience and create space for the next generation.

One of those families is the Buisman family of Lockley Farm, a second-generation arable business known for producing wheat, barley and oats.

When their eldest daughter, Hannah, returned home during the pandemic, she began thinking about how she could forge her own path within the wider family enterprise.

The family’s long-standing interest in wine production sparked a new idea: establishing a vineyard.

After working with viticulture consultants to assess soil, aspect and frost risk, the family prepared a 15-acre site and planted vines in 2022.

It was slow, patient work, with long days spent hand-pruning young vines, nurturing the crop and learning a new craft.

For me, their story captures exactly what thoughtful diversification looks like: building on family values, making use of existing land in new ways and creating a long-term future that includes the next generation.

How an agent of NFU Mutual plays a part in diversification

My role isn’t to give technical advice on wine – that’s for specialists. What I do offer is long-term understanding and support for the farm, the family and the pressures they face.

When the Buisman family began exploring the vineyard, our early conversations focused on the realities behind a big change.

Often, they simply wanted space to talk things over with someone who already understood their business and their way of working.

Those conversations don’t make the decisions for a family, but they often help the ideas take shape – and help people feel more confident as they navigate unfamiliar territory.

Diversification across the farming landscape

While the vineyard is a standout example, it reflects wider patterns I’m seeing across farms of all sizes.

Many families are:

• exploring new income streams
• involving the next generation in fresh ways
• adapting buildings or land for new uses
• finding opportunities that complement existing work
• strengthening resilience for the years ahead

From small retail ventures to events, renewable energy, specialist crops or tourism, the ideas vary enormously.

But the motivations remain remarkably similar: to build a stronger, more adaptable business that can weather whatever comes next.

What nearly 30 years has taught me

Working with farming families for so long has taught me that diversification isn’t just about business change – it’s often about family, identity and long-term vision.

I’ve also worked with many different partners and colleagues over the years, and one thing always strikes me: people become a self-employed agent of NFU Mutual from a wide range of backgrounds.

Some have experience in agricultural sales, some in logistics or commercial retail, and others come from finance or operations.

In their own way, they’ve diversified too – choosing a role that keeps them close to rural communities while supporting families through change.

I’ve been reminded many times that diversification doesn’t only happen on farms.

Sometimes the people who support farms also take new directions, bringing different skills and perspectives that strengthen the communities they serve.

Looking ahead

Diversification will continue playing a significant role in the future of British agriculture – not through dramatic shifts, but through the steady, thoughtful decisions made around kitchen tables up and down the country.

And in every one of those conversations, having someone local who understands farming life and how to support farming families diversify with new commercial opportunities remains just as important as ever.

Ever thought about becoming a self-employed agent of NFU Mutual?

At NFU Mutual a primary driver has been doing what’s best for customers, to meet their needs and exceed their expectations.

One of the best ways for NFU Mutual to do this is through the local personal service of the UK-wide agency network of self-employed agents of NFU Mutual, who lead and grow their own insurance sales businesses, upsell and introduce a wide range of insurance and financial services products to customers based within the local communities they serve.

People join the NFU Mutual Agency Network from a wide range of professional backgrounds – agriculture, operations, finance, logistics, commercial retail and more.

What they share is a desire to build strong customer relationships, support rural communities and provide insurance and financial services advice when farming families want to diversify.

As a self-employed agent of NFU Mutual, you’ll work in a partnership with other agents to run your own insurance business, with the backing of an established organisation – shaping your own future while making a meaningful difference to the people you serve.

If you’re an aspiring leader, who thrives on building relationships and supporting local businesses through change, it may be a self-employed career path worth exploring.

Find out more about becoming a self-employed agent of NFU Mutual and how to apply.