Spooktacular Shifts: Welsh Farmers Carve Out New Paths with Pick-Your-Own Pumpkin Ventures
24th October 2025
As Welsh Agriculture transitions with the approaching Sustainable Farming Scheme, farmers are seeking innovative ways to build resilience and diversify their income streams.
One approach gaining momentum is the development of horticultural enterprises, particularly Pick-Your-Own (PYO), from soft fruit to pumpkin and flower patches, which combine diversification, community engagement, and value-added marketing.
Navigating Challenges: Innovative Farming Solutions
Traditional arable and livestock systems have long formed the backbone of UK agriculture, but challenges such as unpredictable weather, rising input costs, and fluctuating market prices have eroded profitability. Many farmers are therefore exploring ways to reduce reliance on commodity markets by developing direct-to-consumer ventures.
Seasonal horticultural enterprises, such as PYO pumpkin and flower experiences, have proven to be particularly successful. These ventures not only provide an additional revenue stream but also help to spread financial risk across different enterprises, seasons, and customer bases.
With a young family to provide for, Andrew and Zarah Gethin, based on a mixed farm on the boarder of mid Wales, began to explore diversification opportunities through the help of Lantra run projects; Tyfu Cymru and Farming Connect.
Inspired by visits to Canyon Hall, Gower PYO and Rectory Farm to name but a few, Andrew and Zarah, thought: “It's something we could do…so why not give it a go? We've got most of the equipment to be able to do it and we've got the land and a good location”.
Having successfully grown arable crops for many years, this helped Andrew’s confidence in the growing aspect of this diversification idea.
The Growth Story of Kerry Vale PYO Farm
In 2022, they established Kerry Vale PYO, beginning with the opening of a Sunflower and wildflower patch in the summer, followed by pumpkins in the autumn. Activities that worked well around the other commitments of the farm.
Through the Lantra projects, Tyfu Cymru and Farming Connect, Andrew and Zarah were able to obtain further support towards their enterprise with digital marketing training and agronomist visits.
Join the Fun at Kerry Vale PYO's A-Maize-ing Maze
Encouraged by the success of the first year, the Gethin family expanded the site and introduced a maize maze the following year, and the wildflower patch has since evolved into a PYO tulip attraction.
These additions extended the visitor experience and created new opportunities for local partnerships that have supported local economy, such as collaborating with nearby ice cream producers and bakeries to enhance their refreshment provisions as well as photographers and florists.
Kerry Vale PYO has given opportunities for rural community groups such as Young Farmers’ clubs and Women’s Institute to hold key social outings.
Weathering the Storm: Challenges in PYO Farming
For the Gethin Family and many others following similar paths, the benefits have been significant. The PYO enterprises have provided a stable source of income that was less dependent on commodity prices and more influenced by customer engagement and local demand.
Hosting visitors on the farm fostered greater community understanding of agriculture.
Flower patches and pumpkin fields also served ecological purposes, supporting pollinators and improving soil structure.
The venture has not been without challenges. Weather remains a significant variable, particularly for outdoor events. Managing visitor logistics, parking, and insurance also requires careful planning. However, the Gethin’s emphasise that the key to success lies in research, not competing with similar enterprises in the locality, allocating suitable time and have a welcoming attitude to the visiting public.
Labour demand is another consideration, particularly during peak visitor times “all the family get involved”.
The experience of farms like the Gethin’s demonstrates how traditional producers can reduce risk and build resilience through diversification. PYO pumpkin and flower patches offer much more than seasonal fun; they represent a forward-thinking strategy for farmers to adapt to market change, engage directly with consumers, and promote environmental sustainability.