Uncertainty and a creeping level of unease are everywhere in business at the moment. Rapidly changing world events, climate change and technology advances mean that creativity and agility are vital to survival for many businesses. Nowhere is this more true than in the UK agricultural sector, where farms are pushed ever harder on profit margins and competition from imported, arguably inferior, cheaper food. On White Heron Estate, home of Whittern Farms, the response to this increasing pressure has always been to think creatively. A lockdown project was to invest in planting a vineyard, and employing a viticulture expert displaced from Ukraine, to carefully tend it. The third ‘vendage’ is underway and the resultant Herefordshire sparkling wine is part of an impressive line-up of fine quality locally produced foods and drinks in.
Perhaps the answer to global change is indeed to be found in the local. Diversification and investment into the agri-tourism sector remains a priority in Herefordshire. White Heron Estate E-Bike Tours was launched earlier in 2025 and brings UK food production to the attention of visitors. Corporate or private guests are guided around SFI areas, cider orchards, Ribena fields, vineyards, and it is very rewarding to hear that they leave with a greater understanding of British food than they arrived with, as well as a hunger to learn more. With so many UK consumers unaware of the quality local foods available, it is our job to change this. Agri-tourism is booming.