Patrick Deeley
Flower Farm
Surrey
Patrick Deeley, The Flower Farm
The Deeley family has farmed at Flower Farm since the 1970s, when they introduced pick-your-own into the local community before progressing onto a thriving farm shop, butchery, deli and tea room.
Diversifying his income has always been a big part of the business model, as Patrick says he could not make a living from just the farm, but rather by safeguarding its future.
In 2017 he teamed up with local micro- brewery, The Godstone Brewers, which had moved into one of the farm’s 15 industrial units.
Once a week, Patrick and its owners would transform the tearoom into a micro pub selling craft beer which had been brewed on the farm using local ingredients. The move proved such a hit that it has now moved into a barn with live music and a different street food truck each week.
Team building
A three-day outdoor music festival, Godstoneberry, soon launched, which has continued to grow each year and now attracts more than 15,000 festival-goers a year.
Flower Farm is also home to the biggest Oktoberfest-themed beef festival outside London, as well as many other large-scale events throughout the year.
Patrick reacts quickly to every given situation and as soon as coronavirus restrictions appeared imminent he moved his entire farm shop operation online, one of the first farm shops to do so ahead of lockdown.
He credits his team as being fundamental to the success and building it to the current model has been one of his greatest achievements.
Actively encouraging them through offering responsibility, a combination of mutual trust and management has ensured the business never rests on its laurels.