The farm shop is an increasingly proliferate form of farm diversification, both as a single entity or part of a wider strategy encompassing concentric and conglomerate elements. In this context, our paper investigates whether farm shops are viable diversification options in the United Kingdom, by investigating farmer drivers to diversify via shops and consumer motives to purchase there. The research combines data collected from semi-structured interviews (9) with farm shop owners and quantitative consumer surveys (181). The findings show that the primary driver to diversify was identified as an additional income stream. Other factors recognised throughout the interviews were the employment of family members, channels to sell produce and farm location. The reoccurring diversification option linked to farm shops was the addition of a tearoom or cafe. The findings highlight quality of produce and associated presence of attractions as being key to successful diversification. Seasonality of produce, consumer awareness and shop identity are seen as barriers to the enterprise. The research adopts a novel approach by gathering insights into consumer attitudes as well as producer motivations and experiences, and the relationship between them. The research further extends previous analysis by explicitly examining consumer survey evidence on attitudes to direct purchasing of farm products and increases our understanding into farm shop diversifications potential for nurturing entrepreneurship and supporting farm business resilience. The paper raises important implications for farm businesses and policy approaches that might seek to promote an entrepreneurial stance while also extending the analysis.

农场商店是农场多样化的一种越来越多的形式，既可以作为一个单一实体，也可以作为包含同心和集团元素的更广泛战略的一部分。在这种情况下，我们通过调查农民司机通过商店进行多样化经营以及消费者在英国购买的动机，调查了英国的农场商店是否是可行的多元化选择。该研究结合了从半结构化访谈（9），农场主和定量消费者调查（181）中收集的数据。调查结果表明，多元化的主要推动力被确定为额外的收入来源。整个访谈过程中公认的其他因素是家庭成员的就业，销售农产品的渠道和农场位置。与农场商店相关的经常性的多样化选择是增加了茶室或咖啡馆。调查结果突出了产品质量和相关景点的存在，这是成功实现多元化经营的关键。产品的季节性，消费者的意识和商店的形象被视为企业的障碍。这项研究采用了一种新颖的方法，即收集对消费者态度以及生产​​者动机和经验及其之间的关系的见解。该研究通过明确检查消费者对直接购买农产品的态度的调查证据进一步扩展了先前的分析，并加深了我们对农场商店多元化潜力的理解，以培养企业家精神和支持农场企业的韧性。本文对农场企业和政策方法提出了重要的建议，这些方法可能旨在促进企业家的立场，同时也扩大了分析范围。