Toward effective farm diversification for Northern Ireland: insights from international best-case exemplars

Abstract

Farmers are increasingly challenged by external factors such as regulations, expenses, pricing, and public perception. As a result, farm adaptation linked to tourism has become more common, with diversification emerging as an important strategy that utilises existing resources of land, labour, and capital. The aim of this research is to assess the role of women farmers as entrepreneurs in farm diversification and to establish a conceptual model framework to promote farm sustainability. The study draws lessons from two international best-case exemplars of success: ‘on the farm tours’ in New Zealand and ‘green/community’ villages in South Korea. Guided by an interpretivist research philosophy, a mixed methods approach was adopted, combining a scoping audit with in-depth interviews. The objectives were: (1) to conduct a scoping exercise to uncover the extent of female involvement on the farm, (2) to critically assess the outcome of the scoping exercise and elicit the perceptions of Northern Ireland female farmers regarding diversification practice, (3) to explore international exemplars of multi-gender farm diversification and farming communities, and (4) to develop a conceptual model framework that enables farm sustainability with wider applicability. The Northern Ireland audit, the first of its kind, provided a baseline understanding of farm diversification. Interviews with female farmers highlighted opportunities alongside challenges relating to networking and branding. International case studies revealed the value of organic practices, the formation of operational clusters, and tailored branding to strengthen stakeholder engagement. From these findings, a comprehensive conceptual model framework was developed. It encompasses problem identification, solution pathways, and anticipated outcomes, all situated within internal and external contexts. The framework identifies three potential farmer decisions: (1) to retain the status quo, (2) to test diversification through incubator studies, or (3) to engage fully in diversification strategies. Both diversification pathways aim to achieve farm sustainability, with a feedback mechanism allowing reconsideration of earlier decisions. Although conceptual in nature, the framework is grounded in empirical research and offers a structured process for understanding and implementing diversification. It provides a foundation for wider testing and potential application beyond Northern Ireland, supporting future policy, practice, and research on farm diversification and sustainability.

Date of Award	Oct 2025
Original language	English
Supervisor	Peter Bolan (Supervisor) & Stephen Boyd (Supervisor)