Why Adam would be an effective mentor
Adam’s career has involved farming - integrating livestock farming with growing field-scale produce - horticulture and working within community enterprises.
He grew up on a Devonshire smallholding. Following university in London, running a horticultural business on rented land and various sector-related jobs in the UK and Europe, he moved to Wales in 2020 with his family to establish their horticultural enterprise Awen Organics. Having found a suitable 25 acre site near Nevern, North Pembrokeshire he then navigated planning regulations within the National Park, securing finance, business planning, soil analysis, crop planning and developing markets for the farm’s produce.
Just four years later, the farm has grown into a larger operation with sufficient equipment, infrastructure, management systems and staff resources to successfully produce on a commercially viable scale.
Over the last few years Adam and the team at Awen Organics have developed a varied and well-regarded wholesale offering, supplying both local businesses and some of the top chefs in the UK via a national wholesaler, as well as a local veg box scheme. Over the years he has also run a Community Supported Agriculture (CSA) scheme and farmers’ market stalls which has given him experience of a wide range of direct sales models.
High-quality crops are grown to the highest organic standards required for restaurants and wholesale buyers and he has significant experience of detailed crop planning, growing and harvesting.
Having managed horticultural enterprises in various locations with different soils, weather conditions, markets and opportunities, Adam will be happy to share with you his own first-hand experiences. Expect to be encouraged and inspired as he explains how he acquired the analytical skills necessary to work out viable options, matching crops to sites and how he has implemented successful business management and marketing strategies throughout his working life.
A good communicator and effective advocate, Adam has been involved in new entrant support and advocacy for organic and agro-ecological farming through the Landworkers' Alliance and La Via Campesina (ECVC) for many years. These roles included producing educational materials for farmers and growers, as well as providing advocacy and one-to-one mentoring for small-scale organic and agro-ecological farming.
Current farm business
Awen Organics (previously known as Southern Roots Organics) is a 25-acre commercial organic farm in North Pembrokeshire.
The business grows 10 -12 acres of diverse organic crops covering at least 200 varieties of 60 different crops, ranging from traditional field crops to more unusual niche varieties such as agretti and radicchio. Plants are grown from seed in a dedicated propagation tunnel. The crops are grown within three main systems:
8 acres of field scale vegetables in an agroforestry system using machinery to maximise production efficiencies and green manures for the bulk of the fertility
2 acres of smaller more traditional market garden beds with tighter plantings and multiple crops per season for more delicate crops
8 polytunnels for summer crops and season extension.
Sold both locally and via a national wholesale distributor, current customers include restaurants, pubs, cafes, households, box schemes and farm shops.
Trading is year-round though with a strong seasonal orientation in the summer months. At the peak of the season the farm employs 8 growers.
Qualifications/achievements/ experience
2016 to date: Director and grower at Awen Organics (formerly known as Southern Roots Organics)
2023: Organic Research Centre - Shortlisted ‘Young organic grower of the year’
2012 – 2023: Founding member and Director of The Landworkers’ Alliance.
2016 – 2019: Farm manager of a 45-acre organic farm in Dorset producing sheep, pigs and vegetables for local markets.
2015 – 2017: Member, European Coordination Via Campesina (ECVC) Coordinating Committee (representing agroecological farming at the European level)
2012 – 2016: Director, Produce Distribution Development and Training co-ordinator at Organiclea Community Growers in London
2011-12: Traineeship in organic horticulture at Organiclea community growers
2012: Organic horticulture Level 2
2007 - 2010 BA (First Class Hons) Social Anthropology at London’s School of Oriental and African Studies (Food and farming focus)
Top tips for business success
“Ask yourself where you want the business to be in five years? Develop a vision of success and support it with a business plan – without knowing where you want to go it's hard to find the right path.”
“Find a simple way to keep daily records of your successes, failures and insights - the best ideas are easily lost in a busy day.”
“Farming can be exhausting and overwhelming – set boundaries to develop a positive relationship to the work. With a clear mind you'll make better decisions and save yourself time, money and stress.”