A Surrey farmer is bringing consumers closer to his produce – by setting up a meat vending machine at Ivelle Farm in Cranleigh. It’s been made possible thanks to funding from the Surrey Economic Growth Fund.
A decade ago, Alec Clouting spotted an unusual idea at a farming event – vending machines selling local produce. He realised it could be a way to diversify his family’s business and give the community direct access to farm-fresh meat. But with limited funds, the idea had to be put on hold.
But Alec can now make his dream a reality with help from the Economic Growth Fund. The grant has helped to buy a shipping container, commercial freezer and vending machine. This allows him to sell frozen beef, lamb and pork, seven days a week.
The meat vending machine selling at Ivelle Farm in Cranleigh is set to open this Spring.
Are you a Surrey farmer or rural business looking for support to diversify? Or have an idea that will help your enterprise grow? Get in touch with our team of experts via our Business Support Form.
Bringing consumers closer to produce
Most meat from Ivelle Farm is sold wholesale to livestock markets and then re-sold to supermarkets. But selling the meat direct to consumers gives the farmers more control – and more of the profits.
What’s more, it keeps people connected with food producers. Alec says: “I am a big believer of people being in touch with where their food comes from, for the local community to be able to come to the farm where it comes from and get it direct.”
Alec is the fourth generation of farmers at Ivelle Farm. His father is currently at the helm. But he’s been working at other farms while looking for a way back into the family firm.
He explains: “We’re finding there’s a lot of financial challenges with farming. It is a small farm and this will give me an opportunity to come back, have a place in the business and viably sell our produce direct to the consumer. It wouldn’t be happening without the funding.”
And the impact extends beyond one family’s enterprise. The initiative supports a local butcher and abattoir, creating a network of rural businesses working together.
He says: “The benefits go further than just us, and it is about supporting other local businesses.”
Alec’s vision doesn’t stop at meat. He said: “I am excited to adapt the farm to what the community consumes and what is in demand in the local area. Down the line I would like to expand so people can come and get all their basics.”
As a proof of concept, the model could be replicated across other farms through a franchise approach, offering a blueprint for agricultural diversification in an era of farming uncertainty.
Farming and the Economic Growth Fund
Ivelle Farm is one of several rural businesses to benefit from the Surrey Economic Growth Fund.
Alec said: “I’m very grateful for the opportunity the Economic Growth Fund has provided me with. And doubled up with the support from the team at Business Surrey, it’s really helped get the project off the ground and build a vision for the future.
“Farming is a very difficult business to navigate with many layers of complexity. And with the recent added pressures of the farm inheritance tax, it’s becoming harder to make small family farms like ours financially viable.
“Many futures have been thrown into uncertainty. So having a futureproof way of selling my produce as profitably as I can will give me the best chance I could wish for!”
Are you a Surrey farmer or rural business looking for support to diversify? Or have an idea that will help your enterprise grow? Get in touch with our team of experts via our Business Support Form.
