Stonehills Farm Pantry: A Successful Farm Diversification Project

A Bridlington-based farm has successfully diversified its business and increased its profitability after receiving a grant of £17,200 with the support of Invest East Yorkshire’s Business Support Services team.

Stonehills Farm Pantry is part of G.L. Riby & Son, a working arable and livestock farm located in Fraisthorpe, East Riding of Yorkshire. The farm spans 1,300 acres and is home to more than 100 rare breed Shorthorn cows and around 300 sheep. In addition to traditional farming, the business has been looking for ways to increase revenue and profitability in response to rising processing costs and price pressures from major supermarkets.

As part of its diversification strategy, Stonehills Farm Pantry launched an innovative, on-farm vending machine, allowing customers to purchase fresh farm produce directly. The vending machine offers the farm’s own grass-fed Shorthorn beef and Poll Dorset lamb, alongside locally sourced products such as milk, bacon, bread, and eggs. By eliminating the wholesale middleman, the farm is able to sell directly to consumers, providing a new revenue stream while reducing operational costs.

The owners of Stonehills Farm Pantry first approached Invest East Yorkshire in February 2024 after hearing about the support available from another farm that had successfully launched a similar project. They sought assistance with funding options, business planning, and marketing strategies to bring their vision to life.

Business Advisor Chris Page worked closely with Stonehills Farm Pantry to refine their business plan, assess financial viability, and develop a marketing strategy. As a result, the farm successfully secured a grant of £17,200, significantly reducing the upfront costs associated with purchasing the vending machines.

Chris explained: “After discussing their plans in detail, we worked together to structure a strong business case for grant funding. In addition to financial assistance, we also provided marketing workshops, which gave Anna Riby, the business owner, the confidence to promote the new venture effectively on social media.”

Following the successful grant application and installation of the vending machines, Stonehills Farm Pantry began trading in October 2024. Early results show promising profitability, with direct meat sales generating 35-40% more profit compared to traditional wholesale channels. The farm is attracting regular customers from local villages as well as passing traffic from the A165 Bridlington Road.

Looking ahead, Stonehills Farm Pantry is exploring further expansion, including an online ordering service for home deliveries. Invest East Yorkshire will continue to support the business with advice and resources to help make this next phase a success.

Anna Riby, Owner of Stonehills Farm Pantry, said: “The support from Invest East Yorkshire has been invaluable. The funding allowed us to fast-track our plans, and the business workshops have given me the skills to market our products effectively. We’re excited about the future and look forward to continuing our work with the team.”

Watch the video below to find out more:

Part of East Riding of Yorkshire Council, Invest East Yorkshire’s Business Support team works closely with businesses on projects that will help them to grow and evolve, as well as identifying any sources of funding that may be available to help them. If you’re looking for support or to find out if you’re eligible for grant funding, go to www.investeastyorkshire.co.uk/business-support for more information.