In the unpredictable world of agriculture, resilience and adaptability are key. In August 2024, Boundary Farm in Dunham Massey, Cheshire, faced a significant challenge when unseasonably wet and cool weather led to the failure of their pumpkin crop - a staple that had drawn visitors for over three decades. With more than 150,000 pumpkins reduced to a mere 600, the farm stood to lose half of its annual income.
Going from Pumpkins to Apples
Determined to overcome this hurdle, the farm’s team, including farmer Jonathan Hewitt and events manager Henry Barlow, sought innovative solutions. They turned to Agritisement UK for assistance in pivoting their seasonal attraction. Recognising the potential of the farm’s 20-acre orchard, which boasts 70 varieties of apples, Agritisement UK proposed transforming the failed pumpkin festival into the inaugural Dunham Apple Festival.
Agritisement UK’s Strategic Intervention
Agritisement UK implemented a comprehensive strategy to ensure the success of the new event:
• Rebranding and Event Management: They spearheaded the rebranding process, shifting the farm’s identity from Dunham Pumpkins to Dunham Apples. This included developing a fresh marketing campaign and managing the logistics of the apple festival.
• Enhanced Customer Engagement: To enrich the visitor experience, Agritisement UK organised 85 interactive sessions focused on apple pressing and tasting, educating attendees about the journey from orchard to glass.
• Robust Digital Marketing: Through targeted digital marketing efforts, they achieved a social media reach of 92,700 and attracted 25,000 website sessions.
• Positive Visitor Feedback: An exit survey revealed that 97.4% of attendees expressed interest in returning for future events, indicating strong community support and satisfaction.
• Media Coverage: The festival garnered significant media attention, including a feature on ITV News that highlighted the farm’s successful adaptation.
The Dunham Apple Festival Experience
The festival offered a variety of family friendly activities:
• Apple Picking: Visitors handpicked apples directly from the orchard, engaging with the source of their food.
• Pressing and Tasting Sessions: Attendees participated in pressing their harvested apples into fresh juice, providing a hands-on learning experience.
• Wagon Train Rides: Scenic rides through the orchard allowed guests to appreciate the farm’s natural beauty.
• Apple Character Hunt: A playful activity that entertained children and encouraged exploration of the orchard.
• Photo Opportunities: Designated spots throughout the orchard offered picturesque backdrops for memorable photos.
• Refreshments: The Apple Barn provided freshly pressed juice, cider, and wood-fired pizzas from Little Red Pizza Co., ensuring a delightful culinary experience.
A Testament to Adaptability
The successful transition from a pumpkin festival to an apple centric event underscores the importance of flexibility in agriculture and agritourism. With Agritisement UK’s expertise, Boundary Farm not only mitigated the financial impact of the crop failure but also established a new tradition that resonates with the community.
Is your farm facing unexpected challenges? Contact Agritisement UK today to discover how we can help you adapt and thrive in the ever-changing agricultural landscape.
Frequently Asked Questions
What caused the pumpkin crop failure at Boundary Farm?
Unseasonably wet and cool weather in early summer 2024 led to poor germination of pumpkin seeds, drastically reducing the expected yield.
How did Agritisement UK assist in the transition to the Dunham Apple Festival?
What activities were available at the Dunham Apple Festival?
What were the outcomes of the Dunham Apple Festival?
What should I do if my main crop fails due to weather conditions?
How can I determine if my farm is suitable for an alternative agritourism event?
How can I market my farm event if I have never done so before?
What are some quick turnaround events I could introduce if my main crop fails?
How do I manage ticket sales and visitor flow for an event on my farm?
I’ve lost significant income due to a failed crop. How can I recover financially?
How can I attract media attention to promote my farm event?
Can Agritisement UK help with long term agritourism planning, not just crisis management?
How do I get started with Agritisement UK?
Embrace change and turn challenges into opportunities with Agritisement UK’s expert guidance.
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