Fordhall Farm’s story is one of faith in organic production, strength of family spirit and the power of community.
The Hollins family have been tenant farmers of the 128 acres of Shropshire land for generations, but almost lost it when the landlord wanted to sell the farm for industrial development.
Siblings Ben and Charlotte Hollins took over the tenancy from their father in 2004, just 24 hours before the family were due to be evicted. They then set about rebuilding what had become a run-down farm. Two years later, they made national headlines when Fordhall became England’s first community-owned farm.
Determined to protect the farm from development in the long term, Ben, Charlotte and the local community created the Fordhall Community Land Initiative. The initiative, which is registered as a charitable community benefit society, purchased the land by selling shares to more than 8,000 people, and granted the siblings a 100-year tenancy agreement.
Today, the business remains true to the ethos of Ben’s and Charlotte’s late father, Arthur Hollins, an organic pioneer who had kept Fordhall’s farmland chemical-free since the end of the Second World War.
While regenerative farming has become a buzzword in recent years, Arthur long ago developed a regenerative and sustainable organic system of outdoor grazing called foggage farming. Ben has carried on this approach, which means all Fordhall breeding cattle and sheep live outdoors throughout the year, making them completely pasture-fed.
A farm shop was established in 2004 as part of the siblings’ plan to reinvigorate the business.
“We felt the only way to make a small organic farm profitable was to add value to the livestock,” explains Ben. “We wanted to ensure that every animal produced on the farm goes through the butchery, that a nose-to-tail ethos is followed, and that the middleman isn’t involved.”
When the farm shop first opened, a local abattoir prepared the sausages from Fordhall’s pigs. The business now has an on-site butchery next to the farm shop.
“People can get their cuts of meat fresh and see how everything is handled,” says Ben. “Our customers regularly talk to our butchers, asking for cooking advice when they visit.”
Describing Fordhall as a rural farm shop run with honesty and integrity, the business is proud that all the meat its sells is fully traceable, he adds. “We are farmers at heart, and our business evolves around the sustainability of our farm. Our farmers hand-pick the livestock each week to ensure we take the very best stock to the abattoir. We have our own stock trailer on the farm and transport the animals ourselves so we can be sure they are handled as we expect.”
The shop sells a range of products that complement Fordhall’s meat and its ethos. The business selects organic and local goods as much as possible, to help support small businesses who are passionate about what they do.
“It also helps us,” says Ben, “as small producers are often able to turn orders around quickly, helping us to give our customers a better service. It’s nice to know that we can have an impact and support small businesses, while providing complementary products we know our customers will love.”
Today, the farm shop and butchery are run by manager James Martin. He played a major role in the development of the farm’s website, which was last year named best online retailer in the 2025 Farm Shop & Deli Retailer Awards.
A website has been part of the farm shop offer since its early days. With the business based in rural Shropshire, with a fairly small local population, making the farm’s produce available to a wider area was a priority.
“Our beef and lamb are pasture-fed and our pork is free-range woodland pork, all sourced from our own farm, which is certified organic with the Soil Association – there aren’t many online retailers who can make this claim,” says Ben.
Martin was keen to enhance the site’s design and content to showcase Fordhall’s produce and its nose-to-tail ethos and butchery. With the business offering so many cuts of meat, another aim was to present the products clearly and to incorporate effective imagery.
“James wanted to make the website as user-friendly as possible, so customers could see what is available, to make their selection and to go through the checkout process as easily as possible,” Ben says. “Easy navigation with as few clicks as possible was key.”
Telling the story behind the farm was also a consideration, and the site offers farm updates, customer recipes, behind-the-scenes videos and monthly inspiration to help keep customers and the community involved. This extends to the orders themselves, with a hard-written note sent with any first-time orders to thank and welcome the shopper.
Such attention to detail was one of the things that impressed Farm Shop & Deli Retailer Awards judges, leading to Fordhall’s win at the Farm Shop & Deli Show last April.
“We were so proud to have won,” says Ben. “We put a lot of time, money and energy into making our website represent what we do on the farm, and we’re delighted that it has paid off.
“Winning this award was recognition of how far we’ve come, and how the team are able to provide what our customers are looking for. It brings everything that we’ve been aiming for into the limelight and helps us to realise that we’re doing it and we’re doing it right.”
It is also a recognition of the faith shareholders put in the Hollins’ when they helped save the farm back in 2006.
“To see the farm being profitable, sustainable, and able to employ lots of local people, at a time when similar farms of this size struggle to be profitable, is our ultimate reward,” says Ben. “It’s 20 years since the farm was saved, and not only are we still here, but we’re going from strength to strength with so many supporters behind us.”
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