Speciality-Food-Magazine-September-2024

There’s an expanded deli too, again loaded with homemade fare. And a kitchen/bakery where everything fromsausage rolls to cakes are crafted every single day. Not bad for what was a little cheese shed on a rural road. “We nowhave about 50 people in the team,” Samsays proudly, adding that The Goat Shed really has become a destination, and it’s been important to view it as a ‘whole family’ day out, with plenty to keep visitors on site, increasing dwell time. “People can come and see the goats and cows. We’ve opened up amaizemaze as a direct result of customers asking us for a bit more for children to do. And we’ve pulled an old horse box from the nettles and converted it to sell teas, coffees and ice creams to take away and enjoy in the paddock between The Goat Shed and our cow shed.” Customers are now visiting “for a fewhours at a time. For amorning out. They’remeeting up here for coffee and catch-ups or business breaks and meetings. And they’re stopping here on their way home to buy supper.” specialityfoodmagazine.com could offer more products, we put lots on social media about howwe could get in flour, yeast, toilet rolls, bread, milk, meat – all sorts of bits and pieces.” It was a fascinating insight, he adds, into the fragility of food security in Britain. “All the supermarket shelves were empty! It was a case, really, of supporting smaller local businesses and, fortunately, that’s continued. We’ve got such short supply chains we could get hold of most things.” As a cheesemaker, with no intention of running a shop, there was panic as the pandemic slowed down. Customers asked if The Goat Shed (in its bigger guise) would continue. “And we said ‘no’,” Samexplains. “We had no plans to run a shop. Cheesemaking is what we knew. But we told people if they would continue to come to us and support us, OK, we’d keep it going. We put up another building and made The Goat Shed a proper farm shop, moving everything into there in February 2021.” By now, The Goat Shed had 8,000sqft, including a kitchen offering tea and coffee, breakfasts, lunch and homemade bakes. Still, Samsays, this wasn’t enough, and recently the business has doubled its footfall again, so it now encompasses two floors, with additional outdoor space. What was a response to a devastating global event, is now a full-blown family-friendly attraction. Customers are being wowed by the brand-new butchery, complete withwalk-in fridge, sellingmeat slaughtered at an abattoir less than 10miles away. “We’remaking all our own sausages, cutting our own beef, making our own burgers,” Samsays. Farmshops, Samsays, have enduring appeal, and he doesn’t see themgoing anywhere anytime soon, especially those that reach out to customers, listen to feedback, and deliver what shoppers want and need. “A lot of our customers have been on this journey with us,” he says. “They’ve experienced the story, been to the little wooden shed and pop-up shops in the barn. They’ve seen us transformwhat we’re doing, and they feel invested in us – like they’re part of the journey. “Not only that, but there’s a real sense of community inwhat we do. We have Hoof It walks once amonth, where we go on a 5kmor so walk fromThe Goat Shed with customers, coming back here for a cup of tea and a brownie. And we offer work experience placements for local children. That education side of things is important to us as well.” Absolutely critical to the survival of businesses like this is great customer service too. “All our staff are encouraged to talk to customers, not just rattle them through the tills. That’s another thing. We actually have people on our tills. There’s no self- check-out here!” His advice for anyone else thinking of expanding? “Talk to others who’ve done it. Get around the country and speak to people. You’ll find they’re open and honest and willing to help. Also, look at your location and competition. Just because someone down the road has been successful with a farmshop, doesn’t mean you can replicate that success if you open one twomiles up the road. Youmight actually dilute what they are doing, and dilute what you are doing.” Samwouldn’t turn back the clock. It’s hard work running a farm shop but “if you listen to your customers, and engage with them, it’s very rewarding at the same time.”