Pumpkin picking diversification

Harvesting Success: How Emily and Richard Turned a Dream into a Thriving Pumpkin Patch Business 

Emily and her partner Richard, both from farming families in West Devon, have turned their shared expertise and passion into a successful farm diversification venture. Balancing full-time jobs with the demands of creating their own business, the couple launched Devon Pumpkin Picking, a thriving seasonal attraction that has become a hit in their local community.

From Idea to Reality

The idea for Devon Pumpkin Picking took root during the 2020 lockdown. As an agricultural photographer and marketer, Emily had been working with pumpkin patch clients, while Richard, an agronomist, was also involved in the industry. They quickly realised they had the perfect combination of skills to create their own venture. "We opened the patches in 2021, and it was a mega year for us," Emily explains. "People loved the chance to get outside and meet up with friends and family while doing a fun activity."

Rather than using their remote family farms, which had limited access via narrow lanes, they strategically chose two rented plots of land near Newton Abbot and Paignton. These locations were ideal for attracting the high footfall needed to make the business a success.

Preparing for Launch

Launching a pumpkin patch is no small feat, and Emily and Richard put in countless hours to ensure everything ran smoothly. From extensive research to hiring staff, creating accessible parking areas, and managing safety, they left no stone unturned. "We’re very heavily staffed compared to other patches; safety is important to us," says Emily. "Each site has at least seven team members keeping the show running on open days."

While the pumpkin patches are open every weekend throughout October, as well as during the half-term week, the work is year-round. In winter, a fellow farmer grazes pigs on the patch to clear it of leftover pumpkin plants. By February, Richard begins planning soil considerations and ordering seeds, which are direct drilled in May. The couple then spends hours hand-weeding the patches to ensure a successful crop.

Emily’s marketing expertise is crucial in keeping the business thriving. She manages the website, social media, and maintains relationships with local schools that book educational visits. By mid-September, the pumpkins are nearly ready, and the final task is cutting them from their stalks to harden the skins and eliminate the need for knives on open days.

Opening the Patch

October marks the busiest time for Emily and Richard, as the pumpkin patches open to the public. "We don't have a booking system and we don't charge an entry fee," Emily explains. "We're more an autumnal experience than a Halloween gimmick. We really encourage cooking with the pumpkins as we want everyone to use them for food." The couple provides free recipe cards and serves fresh pumpkin soup to emphasise the culinary value of pumpkins. 

Without a booking system, they can better manage the patch, especially during bad weather, and by not charging an entry fee, visitors are encouraged to spend more on pumpkins themselves. The pumpkins are priced between £1 and £12, depending on size, with food and drink available on-site for hungry visitors.

As a professional photographer, Emily ensures that each patch is dotted with photo opportunities for families to capture the perfect autumnal shot.

A Day in the Life

Operating the patches is a demanding job, especially with no electricity or water on-site. On open days, the couple rises at dawn to warm soup and heat sausage rolls before loading their trailers with the necessary equipment. Emily and Richard then head to separate patches to manage the day's activities, which start at 10 a.m. and run until dark. 

Even after closing, their work isn't done. "Posting on social media, answering phone calls and emails—it’s one of the most important jobs," says Emily. Meanwhile, Richard handles the practical side, like charging machines for the next day to ensure everything runs smoothly.

Future Plans

Looking ahead, Emily and Richard are exploring ways to expand and improve their business. They plan to outsource catering to food vans, allowing them more time to focus on customer experience and growing the patch. "I would like to do bigger and better photo opportunities," Emily says. "No one goes to a pumpkin patch and doesn't take a photo, and the beautiful backdrops are a bit of a USP for us that we want to capitalise on."

In addition to the pumpkin patch, the couple has recently purchased land to set up a dog-walking park, targeting the same local customer base. "It's about creating a customer base for longevity; I imagine there will be a few businesses that crop up in our lifetime, and hopefully, we'll have created a following."

Advice for Aspiring Pumpkin Patch Owners

For those considering starting their own pumpkin patch, Emily emphasises the importance of customer service. "Don’t underestimate customer service. Customers online want a response straight away. You can lose out if you’re not putting your customers first."

The pumpkin patch has become a strong source of additional income for the couple, despite the hard work involved. They've faced challenges along the way but have always found a way to work together and overcome them. "We needed matting for the car park to make sure it was safe and didn’t turn into a mud bath, but we couldn't get insured anywhere. Pete and Emily at the NFU Mutual Tiverton agency office just sorted us out without a problem. They’re epic at helping us out whenever we need."

A Growing Legacy

Emily and Richard’s journey from idea to thriving business is a testament to their hard work, creativity, and dedication. As they continue to grow their ventures, they remain focused on providing exceptional experiences for their customers and supporting their local community. The future looks bright for this entrepreneurial couple as they build a legacy that will last for generations. 

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