A shop window for the power of positive thinking

"It's very hard work, but it has given us enthusiasm. It's just so different to what we were doing before and we thrive

on it."

Mark and Jenny Rooke are possibly the most positive couple in farming right now, as they probably have every right to be considering what they have achieved in a relatively short period.

Their three-year-old farm shop and tea room is now the biggest contributor to their earnings after years of more traditional farming two miles east of Helmsley on the Kirkbymoorside road in North Yorkshire.

"It's actually keeping us in business," says Mark. "Without it we wouldn't have been able to continue farming in the way we were and it has given a future to our son Peter and daughter Helen. The proportion of our business has completely swung in the past three years and I'd say the farm shop and tea room now makes up roughly 65 per cent of our revenue across the whole business."

You only have to be in the company of Mark and Jenny for a short while to realise that although they might indeed be planning for their offspring they are also thoroughly enjoying their new lease of life. While there are a number of farmers who have embraced change to their core business and have diversified into concerns where they are in greater contact with the public, there are still those who find it hard to imagine undertaking what the Rookes have managed.

"We both like meeting people. This job wouldn't suit every farmer and a lot of farmers I know say to me, 'how the hell do you cope with all those people?' but it just comes fairly natural to us."

So much so that Mark is now starting to hand over the reins of the farming enterprise to his 22-year-old son Peter. It's a further indication of an enlightened attitude that is at odds with the stereotypical rural world that still, more often than not, sees fathers not allowing their sons to have their say until much later in life. Somewhat ironically Peter has shown much more interest in the traditional farm business than the newer, more profitable enterprise.

"Peter hasn't a lot of interest in the farm shop side but I'm not bothered because he's quite happy on the farm and getting more involved with running it. I want to give him more responsibility for running it. He can make his own decisions, his own mistakes. I'll be partly in here, partly over on the farm and basically all over."

The Rookes have recently picked up three awards for their efforts on their new projects – Best New Farm Shop in the UK from FARMA (Farmer Retailers and Markets Association) as well as an Environmental Award from them. The Rookes also picked up a Countryside Alliance award for local produce.

"We could hardly believe it," says Jenny. "Only four years ago we were going around other farm shops and tea rooms doing our research, now it's quite scary. People are coming to us and asking our advice. We just know that we are so extremely lucky to live in such a lovely place and now it's very nice because we have people coming here who say how much they enjoy it. Sometimes we take our location for granted, but when you hear all of the lovely things people say it makes you think even more about what we have."

Their Beadlam Grange farm shop includes a deli counter, freshly baked pies and cakes, fresh fruit and vegetable and a fresh meat counter with their own butcher, Brian Smith, who is planning to move from his South Yorkshire village of Royston in the near future.

There are also ambitious plans for the future. "We have a local potter who is coming to take over part of our old cow house. She has a lot of ideas for rural crafts and if that develops it will bring even more people here. Everyone needs to eat and drink. We are looking at this being more of a destination than people just popping in for their meat. We already get people coming in as a result of the 'Teapot Trail' which tells people where all the best tearooms and farm shops are in the area.

"I am also looking at starting educational tours for urban children, showing them what we do on the farm and how everything works together. I like talking to people about farming and explaining the way we operate."

Mark and Jenny have always been forward thinking. They started a small caravan site many years ago, which is still going strong and they have run a successful B&B business. They have embraced conservation and the growing of new crops too. As well as their Limousin X beef suckler herd they grow miscanthus for Drax power station and they take in green waste from Helmsley and surrounding villages to spread on their land. They have also recently installed a biomass boiler burning wood waste that has brought their heating bill for the farmhouse, farm shop and tearoom down to just 3 a day in winter and 1.50 a day in summer.

"We have just had our first harvest of miscanthus this spring. It's a bit thin and it's a bit of a daunting crop to start with as it takes time to establish. After our 10-year contract with Drax we might carry on supplying to them, or we might supply our local school, who may have a biomass boiler themselves by then."

There are plenty of plans afoot for the farm shop and tea room too. "We're going to get a little catering trailer to put in the fold yard and create a self-service area where we will sell hot pork and hot beef baps during the summer holidays."

The Rookes have not just taken diversification to their hearts, they are making it work and enjoying every minute.

Next weekend visitors are invited to see for themselves when on Sunday, June 13, Beadlam Grange takes part in Natural England's Open Farm Sunday. Organised by LEAF (Linking Environment and Farming) 26 farms across the region will take part.

There will be events at:

Stockbridge Technology Centre, Stockbridge House, Cawood, Selby, YO8 3UJ

Beadlam Grange, Beadlam, North Yorkshire, YO62 7TD

The Pizza Farm, Youlton Lodge, Tollerton, York, YO61 1QJ

Carlshead Farms, Paddock House Lane, Sicklinghall, Wetherby, LS22 4BL

Manor Farm, Cray, Hubberholme, Upper Wharfedale, BD23 5JE

Pepper Pot Farm, Whitehilll Road, Slack Lane, Oakworth, Keighley, BD22 0QH

West End Farm, Harpham, Driffield, East Yorkshire, YO25 4QZ

Mark Rooke says: "Our event promises to give visitors a great insight into farming.

"There is something for everyone, with tractor and trailer rides around the farm, visits to see the cattle and calves, a chance to see the old Roman villa on the farmstead, food from the farm shop, a farm quiz and welly throwing.

"Natural England staff will be on hand to show people all the wonderful wildlife habitats and species we have here on the farm."

It will be open 10.30am to 4pm with free entry. A small charge for the trailer rides will be given to Help for Heroes.

Peter Nottage, Natural England's Yorkshire and the Humber regional director says, "We are blessed with some of the most wonderful wildlife and iconic landscapes England has to offer.

"But how often we do stop and think about who is responsible for protecting and enhancing these beautiful places? Green farming schemes help to make this happen and thanks to Open Farm Sunday more people can see for themselves."

Visitors are advised to check the Open Farm Sunday website as booking is necessary in some cases: www.farmsunday.org.

CW 5/6/10