Diversify with purpose.
Grow with clarity.
Create choice for the way you live your life.
Strategic support for farming families and rural estates ready to develop, expand or bring structure to their diversified businesses.
The Diversified Farmer works with established farming families and rural estates at every stage of their diversification journey, whether you’re exploring new income streams, expanding what’s already working, or finding that a diversified business is taking more than it’s giving back.
Whatever stage you’re at, the answer starts in the same place: clarity, structure and a plan that the whole family can get behind.
Helping farming families diversify with purpose, grow with clarity and create the life they’ve worked for.
Successful diversification can sustain farming life whilst improving your choices.
For many farming families, a diversified business starts as an opportunity, a chance to generate new income, use existing assets better, and build something that lasts beyond the farm. But without the right foundations, it can quickly become the opposite.
Too much time. Too much complexity. A business that’s grown without structure, or never quite delivered the returns, or the lifestyle it promised. And a family that’s pulling in different directions without a shared plan.
The problem isn’t usually the diversification idea. It’s the absence of a clear family vision, agreed roles, and the structure to make it all work together.
Whether you’re at the start of your diversification journey or several years in, the foundations are the same: a family aligned around a shared long-term vision, clear governance, and a business plan that’s built to deliver.
How we can help
1-2-1 Coaching
Tailored, confidential support for farming business owners and their families. We work alongside you to bring structure, accountability and strategic clarity, whatever stage your diversified business is at.
Workshops
Practical, expert-led sessions covering the skills and thinking that make diversification work — from family governance and long-term vision to business performance and personal leadership.
A Two-Stage Process
Our recommended approach starts with the whole family getting aligned around a long-term vision before moving on to supporting the success of the diversified business itself. Both stages are available independently, though together they deliver the strongest long-term outcome.
Advice from someone still doing it.
I’m Emlyn Evans, a partner of a farming business and director of a number of diversified businesses. That journey has included buying and selling businesses, working across partnerships, limited companies, franchises and trusts, and navigating every challenge that comes with building something complex as a family.
I’m not advising from the outside. I’m still in it, still growing our own family businesses, still dealing with the same decisions, dynamics and pressures that my clients face. That’s what makes The Diversified Farmer different.
What farming families say
The transformation in our diversification income has been significant. The commercial buildings have more than doubled in revenue, and we’ve launched a new enterprise already delivering results. In just five months.
Emlyn has helped us develop our business into something that is now reaching the potential we had always dreamed of. We now have more structure and rigour, and a business that gives us real choices around how we live our lives.
Our approach: family first, business second.
We work in two stages. Stage 1 focuses on the whole family or estate, getting everyone aligned around a shared long-term vision before any specific diversification project is committed to. Stage 2 then focuses on the diversified business itself, building the strategy, structure and accountability to make it deliver.
Our recommended approach starts with the whole family getting aligned around a long-term vision before moving on to supporting the success of the diversified business itself. Both stages are available independently, though the families who work through both consistently achieve stronger, more sustainable outcomes.
Stage 1
Family & Organisational Alignment
This stage is about the bigger picture, the whole family or trust, not just the diversification project. It creates the governance, clarity and shared values that every business decision should flow from.
-
Farm Future Map - your family charter and shared long-term vision for the estate
-
Family Roles Blueprint - clarity on who is involved, in what capacity, and why
-
Farm Issues Roundtable - a structured, facilitated space for honest family conversations
-
Establishing family values and the boundaries that shape any diversification
-
Board structure - creating an organised, purpose-led forum for ongoing family decision-making
Stage 1 concludes with the family in a strong position to evaluate any diversification opportunity, with or without us. Where a specific project is being pursued, this work may sit alongside or precede a third-party master planner or feasibility specialist.
Stage 2
The Diversified Business
With the family foundations in place, Stage 2 focuses on the diversified business itself, building a clear vision, grounded in the values already established, and driving performance over the long term.
-
Enterprise audit - identifying areas for development and focus within the business
-
Vision & values - providing alignment, clarity and focus for the diversified enterprise
-
Quarterly planning and accountability sessions - structured, purposeful and results-focused
-
Performance Roundtables - structured, constructive and focused on what matters
-
Enterprise Dashboard - tracking what matters, simply
-
Individual wellbeing - ensuring the business works for the person running it, not just the other way around
A business that grows at the expense of the people behind it isn’t succeeding, it’s just a different kind of problem. Wellbeing sits at the heart of Stage 2, and where we’re working with the wider family, we extend that conversation accordingly.
Explore our programmes...
Ready to talk?
A discovery call costs nothing and commits you to nothing. It’s a straight conversation about where your family and business are, and what the right next step looks like.