Needham Market ice cream makers say diversification is crucial to survival
69% of farm businesses in England had some diversified activity in the last year
The boss of an ice cream company near Needham Market says they're having to diversify to ensure their business survives.
It comes as government research shows 69% of farm businesses in England had some diversified activity in the last year between 2022 and 2023.
Alder Tree Farm grows and sells various produce, makes ice cream and runs a café.
It's been run by Stephany Hardingham for 20 years, after she took over from her parents, who started making ice cream in 1989.
Previously, the farm focused on patrons being able to pick their own fruit.
They were already making jam and selling frozen raspberries, but this wasn't enough and they "couldn't bear to see all that hard work go to waste."
This is where the idea for making ice cream stemmed from.
"Ice cream, obviously, is exceedingly seasonal"
Stephany told us that although making ice cream is a great way to spread the use of their crops it's very much associated with summer: "Sales will quadruple in the summer and when the sun comes out and it's hot, that's what everybody wants."
Because of this seasonal popularity, Stephany chose to diversify, selling her ice cream to theatres, which typically are busier in the wnter period. As well as working with
This included selling her ice cream to theatres, which typically are busier in winter: "Theatres and cinemas that are actually busier in the winter period, and last year we had a fantastic opportunity to secure a large national contract working with 'Cook', who sell ready meals.
"They're really steady over the whole course of the year, so that's really useful for us."
Stephany explained that having a consistent way of selling her products also helps with other areas of the company: "It's very difficult to just up production just for a few months of the year and you want to be able to give people work throughout the year rather than work with the seasonal team because you need people who know what they're doing and how to make the product."
Diversifying has proved beneficial in other ways too: "We won the Regional award from the Great Taste Awards in 2023 and then we won the Grand Champion and the Great British Food Awards this year...
"And then at the beginning of this year, we, the farm shop was also awarded the Best Small Farm Shop in the country by the Farm Retail Association."
Stephany told us these accolades have contributed to their business seeing a huge spike.
"It's just juggling everything"
However, although diversifying has it's benefits, it also provides some challenges.
Stephany is now running the ice cream making, the shop and the café, with over 40 members of staff: "You're a producer, you're in hospitality and you're in retail, so there's an awful lot to try and keep to grips with, but it's a whole package that then entices more people to come and visit.
"There's just an awful lot to try and juggle and keep everybody happy, but you just do your best and crack on."