Wedding Business Diversification

Ingleby Family: Innovation and Tradition on Aswanley Farm

The Ingleby family has been at the forefront of agricultural innovation and diversification since 1932 on their 2,800-acre farm in West Aberdeenshire. Today, their century-old steadings serve as a focal point for a thriving wedding business, blending modern entrepreneurial spirit with a rich farming heritage.

Embracing New Opportunities

Over the years, the Ingleby’s have embraced various diversification opportunities. Jack's father ventured into corporate entertainment, utilising the historic farm buildings for a variety of events. The farm hosted a range of activities, from British Eventing to a range of field activities. Following his father's passing in 2008, Jack and his mother shifted the focus to wedding events, holiday cottages and Land Rover experiences while continuing to farm the land.

Building a Wedding Business

The transformation of a former cattle barn into a wedding venue capable of hosting up to 250 guests marked a significant milestone. Jack and his team have steadily grown the wedding business, now hosting between 30 to 40 weddings annually.

"It was a basic venue initially," Jack explains. "We started with a couple of weddings in the first year, then six the next, gradually building up. It took us seven or eight years to reach the point where we could afford to hire someone to help run the events and invest more in marketing."

The family prioritised organic growth, learning from each event and expanding at a sustainable pace. "The realisation that it was going to be sustainable came after four or five years," says Jack. "We started with hired, temporary toilets but eventually moved to installing permanent ones. This is just one example of how we didn’t go in all guns blazing."

Government initiatives have also supported their growth. A biomass system heats the venue, farm workshop, and house, while a micro hydroelectricity scheme installed in 2015 feeds approximately 40,000kW annually into the National Grid, providing extra income.

Farming at Aswanley

The farm remains a crucial part of the Inglebys' operations. Aswanley Farm is a mixed enterprise managing both farming and conservation efforts. "We have 400 breeding ewes and 30 cattle," Jack explains. "We crop around 100 acres of barley and oats, varying each year depending on the market. We’ve also done carbon planting and continue with agri-environmental schemes to ensure an ecological approach to land use."

The family constantly seeks sustainable farming methods to improve efficiency and preserve soil health.  

"A lot of our land isn't suitable for traditional farming," Jack says. "But we've found other ways to use it, like agroforestry and maintaining the heather moorland. These practices help us keep the land healthy and productive in different ways."

Balancing Farming and Events

Balancing an active farm with a wedding venue presents unique challenges, from licensing to employment. Jack offers valuable advice to farmers considering diversification into events.

"If you're farming and love it but also have a passion for other things, give it a go," he advises. "But don't just look at it from a financial point of view. You need to have an interest in that area and genuinely want those events on your farm. If you're hosting weddings, you must want those people here and ensure they have a special day."

Jack emphasises the importance of passion and commitment in making diversification work. "It's not just about making money," he says. "You have to be interested in what you're doing and enjoy it. Otherwise, it won't be sustainable in the long run."

Looking Ahead

The Ingleby’s have been stewards of Aswanley Farm for nearly a century, but what does the future hold? "We're focusing on improving the accommodation and maintaining our reputation," says Jack. "We aim to develop the farm side more once we have a clearer understanding of the support available. Our priority is to ensure we continue to do everything we do very well."

Improving the farm's infrastructure is also on the horizon. "We're always looking at ways to improve," Jack says. "Whether it's better facilities for our guests, or more sustainable farming practices, we're committed to continuous improvement."

Jack's vision for the future includes a balanced approach to growth. "We want to grow, but we want to do it sustainably," he explains. "It's important to us that we maintain the quality of what we offer, both in our farming and our events. We have a good reputation, and we want to build on that." 

To find out how NFU Mutual can help with your diversification journey, contact your local agency.