Nestled in the southern end of the Test Valley, Michelmersh Manor Farm is a testament to the power of diversification and technological innovation in the face of industry challenges. Unlike many dairy farms that have struggled to adapt, this family-run enterprise has not only survived but thrived by embracing change and investing in cutting-edge technology.
Fran Drake, the 61-year-old matriarch of the farm, has seen firsthand the dramatic shift in the dairy industry since her parents took over the farm in 1983. The number of dairy farms in the UK has plummeted from 8,720 in 2019 to around 7,200 today, according to the Agriculture and Horticulture Development Board. To stay afloat, Michelmersh Manor Farm has diversified its operations, moving away from its 290 cow herd to include holiday lets and, more recently, robotisation.
In 2018, with the help of the EU’s Leader Grant, the farm invested in second-hand milking machines designed by DeLaval. These machines allow for 24/7 milking and come with an app that enables farmers to monitor the process remotely. This technological leap has not only improved efficiency but also enhanced the quality of life for the farm’s younger generation. Fran Drake noted, “If you keep up with technology it’s amazing – without it, my sons [probably] wouldn’t be doing it. We’d be getting up at three in the morning and it’s not a life for young lads – their friends get fed up with the odd alarm that often goes off at the pub.”
The farm’s diversification strategy has also included the installation of milk vending machines, which have become a popular sight in the Test Valley and beyond. At the beginning of 2024, they had 7 machines, and by February, this number had grown to 17. By 2026, the farm aims to have at least double that number, with plans for controlled expansion to maintain business stability. Scott Drake, 23, the farm’s milk production manager and Fran’s son, highlighted the importance of this diversification. “Without all the diversification, the holiday lets, vending machines and contracting, the business would look very scary if we were just producing for a milk processor.”
The farm’s journey towards diversification and technological advancement is a story of resilience and forward-thinking. By embracing change and investing in innovative solutions, Michelmersh Manor Farm has not only secured its future but also set a benchmark for other farms facing similar challenges. The farm’s success underscores the importance of adaptability and innovation in the ever-evolving agricultural landscape.
