Agenda: Farmers Weekly Farm Diversification event 

  (First in a series of 3) 

09:15 –  Registration and coffee  

09:25 – Welcome from Suzie Horne, Farmers Weekly’s Business editor

09:30 – Welcome from our hosts. The story of the birth of Lakeland Visitor Centre
Isaac and Kerrie will be sharing their story of how they came to set up their new business alongside their award-winning Herdwick sheep and a beef herd. In the summer of this year they opened an amazing attraction – Lakeland Visitor Centre.
Isaac and Kerrie Benson

09:55 – Evaluating the assets on your farm 
In this session Andrea will talk about how she looked at the assets on her own hill farm and decided on how to diversify in order to build a future for herself and her son.
We will also hear how the National Park Authority is working to try to secure a future for Lake District farmers. What is the future of farming in the Lake District? How is the Lake District National Park Authority working with its partners to rise to the challenge of improving nature, climate change and the future of farming?
Andrea Meanwell, Farming Officer, The Lake District National Park Authority

10:20 – Farm Diversification Story: Ireby Green farm café
John Welbank runs Ireby Green farm café, caravan site and farm shop on the A65 between Kirkby Lonsdale and Ingleton. John used to be a consultant for Rural Futures before recently retiring to run his own diversified farm business.  He will cover all the different aspects involved with diversification using his own farm as a case study.
John Wellbank, Ireby Green farm café

10:45 – 11:00 Coffee break and networking

11:00 – Farm Diversification Story: A cross generation farm diversification growing gracefully
 Jane Lane, co-owner, Westmorland Family of business
John Dunning, Founder, Westmoreland Motorway Services

11:25 – Navigating the Planning System
Securing planning permission for your diversification scheme needn’t be a hurdle to jump through. Instead, treat it as an opportunity to plan your project thoroughly and incorporate a number of our recommendation to help improve your chances of a success!
Emma Winter, MRTPI Associate, Carter Jonas

11:45 – Farm Diversification Story: Dodgson Wood
John Atkinson has farmed Nibthwaite Grange Farm his whole life, taking over from his father aged 20. It is primarily a beef and sheep farm but since is partner Maria joined him on the farm in 2015, their business has expanded to include eco holiday accommodation, selling wool from their rare and native breed sheep and Jersey milk soap. They have overcome many challenges and now have a successful business mix and a treasure-trove of experience and knowledge to impart.
John Atkinson and Maria Benjamin, Nibthwaite Grange Farm

12:10 – World Heritage Branding on diversified farm products
Alex McCoskrie, Site Engagement Office, English Lake District World Heritage

12:15 – Panel discussion: Best way to fund your next Farm Diversification venture
Are you amongst the 65% of farm businesses that have already diversified in more than one direction? Where to next? This panel looks at the specific challenges that come with trying to apply for funding to establish different types of non-agricultural or novel enterprises on your farm.
The practical questions that you need answered to be able to start and the pitfalls that you might not expect. Get actionable advice you can take home and use.
Moderator: Suzie Horne, Farmers Weekly’s Business editor
Andrea Meanwell, Farming Officer, The Lake District National Park Authority
Veronica Waller, Senior Project Manager, The Farmer Network Ltd
Suzanne Caldwell, Deputy Chief Executive, Cumbria Chamber of Commerce

13:05 – If you build it, they will come. Or will they?
When you get the visitor experience right it can become your single most valuable competitive advantage. It really doesn’t matter how wonderful you think your venue is, it’s what your customers think that matters. Social Proof is the new marketing.
In this talk, Caroline will share 3 common pitfalls that can directly impact your visitors’ experience, your all-important reviews, and your customer retention. And ultimately your bottom line. Plus, the simple strategies to avoid them and turn your visitors into brand ambassadors.
Caroline Cooper, Customer Experience Specialist, Naturally Loyal

13:25 – 14:10 Lunch and networking 

14:10 – Farmers Weekly closing remarks and Lakeland Livestock Arena and Centre tour
(Draft agenda- further speakers to be announced shortly)

Diversification Event Speakers