Agri Awards Diversified winner Marshall's Farm Shop

“It started so simply,” reflects Moira Marshall, who, along with her husband Kenny and their three daughters, Christine, Shona and Julie, now runs various elements of the dynamic diversified business.

“The trailer, with a handwritten sign and a few bags of potatoes, was really all there was at the beginning, but people trusted us, and that honesty box built a connection with our community.”

Recognising the growing demand, the family expanded from the trailer to portacabins on each side of the busy dual carriageway, offering vegetables and free-range eggs, in addition to the tatties. In 2010, they took a significant step by opening a purpose-built farm shop and a 40-seat cafe, cutting out the middleman and selling their own produce directly to the public.

The family opened their state of the art farm shop in 2021 Ref: RH300924089 Rob Haining / The Scottish Farmer With all three daughters interested in farming and armed with degrees in business management, accountancy and finance, and rural business management, the Marshalls saw an opportunity to create roles for each within the family business. “We needed to create something bigger,” explains Christine, the eldest. “The farm shop was the ideal platform for us to apply our skills and passions.”

In November 2021, the Marshalls took their most ambitious step yet, opening a state-of-the-art farm shop featuring an in-house butchery, a 120-seat restaurant, a bustling gift shop and, latterly, a drive-thru – the first of its kind in the north of Scotland. This new development also included outdoor facilities such as a children’s play park and a run-free field for dogs, with plans for a second park and a grooming facility already under way.

The expansive enterprise, which has just been crowned winner of the Scottish Agriculture Awards’ Diversified Farm of the Year, which is sponsored by SAC Consulting, is a team effort in the truest sense. While Kenny oversees machinery sales and general farm operations, Moira handles finances and supports the shop staff.

The three daughters, each with a specialisation that channels skills from further education and individual interests, manage core functions. Shona looks after the butchery and deli, Julie oversees the restaurant and property rentals, and Christine handles buying, sourcing and various other technical and administrative tasks. “It works because we each have our own areas,” explains Christine, “But we’re always happy to help each other out when needed.”

A new feature of the farm shop is the butcher counter that was added in as part of the new premises in 2021 ​The farm itself is home to a 450-head suckler cow herd, 900 ewes, and around 3000 laying hens. They’ve also introduced rare-breed pigs, with about 180 pigs and piglets on-site at any given time. Crop production is also part of the operation. The farm grows 800 acres of barley, of which 70% is processed for malting and the rest kept for feeding. They also cultivate 35 acres of vegetables and eight varieties of potatoes, all of which are sold directly in the shop and restaurant.

Recently, they reintroduced wheat, allowing them to produce about 70% of feed for their hens and pigs on-site. This self-sustaining cycle keeps quality high and waste low, while giving customers confidence in the provenance of what they buy. “There’s something special about serving food that’s grown right here,” says Christine, “In fact, 95% of our Sunday roast comes from our fields. Low food miles and the ‘from farmgate to dinner plate’ theory is central to our business, along with delivering top-class service to every customer that walks through the door.”

Building relationships with the community has always been central to the Marshalls’ success. They’ve established a loyal customer base through social media, events, and a focus on education about food provenance. “People love seeing what happens on the farm,” says Christine. “From sow and piglet visits to behind-the-scenes posts during harvest, our followers really engage with the journey of their food.”

The current farm shop includes a 120 seat restaurant and drive-thru Seasonal events, such as wreath-making workshops and Christmas markets, also draw crowds from across the region. “During the festive season, the farm transforms into a winter wonderland,” says Moira. “From breakfast with Santa to late-night shopping events, we aim to create experiences that bring people together.”

The Marshalls also make customer feedback a priority, using forms and direct conversations to refine their offerings. Family value packs, pensioners’ specials, and tasters were all inspired by visitor suggestions. “We listen because our customers are at the heart of what we do,” says Moira. “Their input shapes the business in ways we couldn’t have imagined.”

The Covid-19 pandemic posed a significant challenge for the Marshalls, but their adaptability ensured the business not only survived but thrived. With indoor dining restricted, they quickly constructed an outdoor seating area known as the ‘fireside bothy’ followed by a drive-thru BBQ. Both innovations allowed the business to continue serving its loyal customer base, while keeping the committed army of staff – now at over 90 people – on the payroll.

“The drive-thru was always on the radar, but the pandemic accelerated our plans,” says Christine. “We built it in six weeks, and the support from locals was incredible. It kept Marshall’s on the map and allowed us to keep our staff employed.” Now a permanent feature, the drive-thru has become a popular choice for busy families, commuters and even corporate clients.

Boghead Farm is home to a herd of 450 suckler cows In fact, it is this type of dynamism that gained the attention of the Scottish Agriculture Award judges. With clear goals, ambition and passion, they praised the family’s ability to stay on top of consumer trends while remaining rooted in high-quality food production and excellent customer service. The also commended the carefully considered succession planning that has enabled the three daughters, all interested in farming and working at home, the opportunity to create something bigger, bring new ideas to the business, showcase agriculture to the public, and start to raise their own families in the farming sector.

The Marshalls’ success has also inspired others in the industry. They regularly host visits from Young Farmers’ clubs, women in agriculture groups, and aspiring farm shop owners, sharing their experiences and offering guidance. “It’s about showing what’s possible,” says Moira. “If we can help others diversify and succeed, that’s a win for farming as a whole.”

Their commitment to sustainability has also been recognised. After energy costs soared, the Marshalls invested £200,000 in solar panels, with support from Scottish Agritourism. While these panels don’t cover all energy costs, they provide significant savings and represent the family’s forward-thinking approach to business and environmental sustainability. “The energy crisis was one of our toughest challenges, but we managed to find a solution that aligns with our values and supports our long-term goals for energy self-sufficiency,” says Christine.

Looking ahead, the family has plenty of ambitious plans to keep the business fresh and exciting, including expanding the restaurant with a conservatory, growing the gift shop, and launching a country store. They’re also exploring farm tours and developing their online platform to reach a wider audience. “We want Marshall’s to be a true destination,” Christine explains. “Somewhere people can spend hours enjoying great food and learning about farming.”

Although it’s the daily interactions with customers that generates a sense of accomplishment and keeps them moving forward, winning the Diversified Farm of the Year Award has been a huge validation. We were up against some brilliant farm-diversified businesses up and down the country, so were absolutely ecstatic when we found out we had won,” says Moira. “It’s also a huge boost to our entire team, and a testament to the hard work they put in day in day out that has enabled us to grow the business.”

“As many farming families will know, it’s a huge commitment and a demanding lifestyle, but we wouldn’t do it if we didn’t love it. We’re so fortunate to do what we love, share it with others, and secure it for the next generation.”