Seatoller Farm in the Borrowdale Valley of Cumbria has been managed by tenants Ruby and Daniel since 2017, when they took on the National Trust property from Daniel’s parents, who had held the tenancy for 15 years.
Since then, the couple has worked to diversify the farm business to support its long-term future amid challenges faced by upland farmers, particularly the removal of agricultural subsidies.
The farm, long known for its Herdwick and Swaledale sheep flocks, has expanded beyond livestock to incorporate hospitality and food-based ventures.
Seatoller Farm now operates a campsite, holiday cottage, gift and coffee shop, and a pizza barn. The pizzas feature local produce, including meat from the farm’s own animals, and complement other offerings such as woollen crafts made by Ruby and her mother.
“All our diversifications – the pizzas and the shop and campsite – are helping to sustain the farm,” Ruby told CumbriaLife. “We plan our diversifications so they directly link to, or help, the farm, such as using our own meat for the pizza toppings.”
The couple has upgraded the existing campsite by converting the old dairy parlour into a shower block and repurposing the former bottling room as a freezer space for guests.
They describe outdoor accommodation as a natural complement to farming, noting that the coexistence benefits both activities.
“The campsite is a great addition to the farm,” Daniel said. “We would definitely recommend providing outdoor accommodation to other farmers looking to diversify because it co-exists so well with the farm. The two complement each other, rather than get in the way.”
In addition to accommodation, Daniel runs Farm Talks during the holiday season, beginning in summer 2022, in the farm’s stone bank barn.
These talks introduce visitors to hill farming practices in the Lake District, with topics including the farming year, sheep breeds, environmental factors, climate change, and the future of farming. The couple also offers private sessions covering skills such as dry stone walling and sheepdog demonstrations.
Seatoller Farm markets its campsite through the online booking platform Pitchup.com, which has helped ensure steady occupancy from March through October.
Dan Yates, founder of Pitchup.com, said, “Dan and Ruby are an inspirational couple. They’re making a real success of the farm itself, which in one of the UK’s highest, wettest, and most remote locations is no mean feat.”
”At the same time, they’re providing amazing holiday opportunities for people to get a real taste of Cumbria – both past and present – through the fantastic local produce they supply, and the farm talks where people can learn all about traditional hill farming.”
For outdoor hospitality operators, Seatoller Farm’s approach demonstrates how diversification can enhance farm income streams while preserving traditional practices.
Their example shows how accommodation, food service, and education can be integrated to create a sustainable business model that connects agriculture with tourism.
Featured image by Seatoller Farm via seatollerfarm.co.uk
