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An Outlook to 2021 Farm Policy and Funding
December 29, 2020
Diversification for meat producers – finding your new customer
December 30, 2020

Designing for Future Rural Vitality

December 30, 2020
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How can you turn the fortunes of an archaic countryside village around without damaging the historic charm? How do you create opportunities for locals to put a stopper in the drain of people to cities? David Lort-Phillips explains his vision behind revitalising an estate village in the Pembrokeshire Coast National Park in this CLA article:

Revitalising an estate farming community.

When our generation took over the family farm in 1969, we also became responsible for the future of an estate village Lawrenny (located in the Pembrokeshire Coast National Park) that had fallen into disrepair. But even then, it was clear that if the village was to regain its former vitality as a living rural community, new ideas were needed.

Our vision began to take shape for Lawrenny as a place, given its great resources of woodland and water frontage, where people can ‘live, work and play’, ensuring the village had the critical mass to support economic activity and infrastructure as a post-agricultural community.

Fifty years later, following three statutory development planning exercises plus attendant enquiries, we progressed from original concept to final planning approval for the addition of 39 houses in May 2020.

Our Bristol-based architect Emmett Russell Architects, whose designs for this wonderful village won an international RIBA (Royal Institute of British Architects) competition, deserves great thanks for delivering plans in which we take great pride.

The RIBA competition achieved the results we were looking for. The practice looked carefully at the past history of the settlement, studied some of the traditional features and curtilages of 18th-century buildings.

The result was a design that reflected local vernacular, smart sourcing of local materials, and future-facing sustainability features (energy, water, waste etc) connected to the working organic farm ecosystem.

The architects took a brief to, amongst other things:

  • Further enhance the existing settlement with amenity for all, workshop spaces for village-based small business and electric vehicle charging points
  • Provide a range of affordable and family homes to meet the local housing needs, fitted with Fibre To Premises broadband
  • Design homes that will be sustainable and incorporate eco-friendly
  • Be an exemplar of best practice.

The RIBA exercise was useful in two respects. Firstly, the winning design achieved support from the Design Council Wales, the body advising the Welsh Assembly on architectural issues, thus countering potential opposition on design grounds.

Secondly, the RIBA process necessarily required close and structured consultation with the community. Members were thus able to express opinion on matters of detail, while at the same time respecting the farming business for the trouble taken to achieve a good result.

Looking at the development in terms of environmental sustainability, we are exceeding building regulations with regards to energy ratings and in particular insulation. This includes a shared array ground source heat pumps provide heating and hot water, and the option to have battery storage linked to solar panels, and smart car chargers.

By securing high-speed fibre broadband and building offices and workshops, we create a compelling message to the market and will hopefully stimulate buyers who are still economically active, to relocate and bring their business with them.

Public amenity-wise, we’ve established CICs (Community Interest Companies), to run the shop, village hall and hostel, in addition to the local pub, cricket and football club.

The houses we retain for long term rent will always be occupied by local people. A key focus for us was to design homes fit for people who wish to live and work here as this is key to securing sustainable rural communities.

The planning process (councils and the National Park Authority) must recognise and support this unique role that rural businesses and living villages working together can fulfil.

Only slowly have policymakers locally and in Cardiff, recognised that the economic needs of village communities in National Park areas are no less and, in some cases, greater than in non-designated areas.

Their role, as a planning authority, too often negates any positive instincts they might have. Wherever communities can demonstrate they have the social capital, i.e. people with a record of sensitive development should encourage it.

What was required to achieve what we have today? Sheer persistence and engaging expert advisors.

 

Read the article on the CLA website here

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What messages should I be giving my customers?

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What messages should I be giving my customers? 

A large part of marketing is about what you communicate to your customers. This will depend on your farm business, but first off, you need to think about your product. 

What is it? Be descriptive and specific. For example, if you produce pork - what type of pork? How are the pigs raised? Are they a specific breed of pig? Is the farm organic?

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How much would you need to sell to invest £600 pe
How much would you need to sell to invest £600 per month in your business? 

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An Outlook to 2021 Farm Policy and Funding

With 2
An Outlook to 2021 Farm Policy and Funding

With 2020 so almost over, there are significant changes to government farm policy and funding on the horizon in 2021. Two government policies, in particular, will shape the future for farming – the Environment Bill and Part 2 of Defra’s National Food Strategy.

Farm support will be further linked to environmental improvements. The lack of information and uncertainty around the level of support has been a great cause of frustration for farms. The waters are further muddied by the divergence in farm policy between UK nations. 

Check out our blog for more.


We care about your Agri-Business!

Flame Marketing
We care about your Agri-Business!

Flame Marketing was started specifically to support farm businesses. We are an agency of agricultural specialists who work in the agri-business sector. We have extensive experience in agricultural and rural industries – you’ll be in safe hands with our knowledge and expertise.

Our core values focus on client relationships and continuous learning. We are always working to make the service we offer to your farming business that bit better. 

We focus on real results and growth for your farm. All our marketing plans are tailored to your business. Our goal is to use agri-marketing to make your farm diversification a success. We want your farm to thrive.

What makes you passionate about your business? 

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