Richard Bower has helped transform a traditional Staffordshire family farm into one of the region’s most successful and innovative rural diversification businesses.

Through determination, creativity and a clear understanding of changing consumer markets, Richard has played a leading role in turning Lower Drayton Farm from a volatile agricultural enterprise into a thriving year-round destination business built around farming, education, tourism and hospitality.

Richard represents a new generation of farmers who are commercially minded, forward-thinking and passionate about reconnecting the public with agriculture.

Lower Drayton Farm has been in the Bower family for generations, operating as a beef and arable farm. Like many farming businesses, it faced increasing pressure from volatile commodity prices, rising costs and changing agricultural policy. Rather than accepting decline as inevitable, Richard saw opportunity.

After studying Agri-Food Marketing at Harper Adams University Richard, now aged 40, gained valuable commercial experience working within the flower industry, developing a strong understanding of branding, consumer trends, events and customer engagement. Instead of pursuing a corporate career away from farming, he chose to bring that knowledge back home to help secure the future of the family business.

That decision has transformed Lower Drayton Farm.

Richard recognised that modern consumers increasingly wanted authentic experiences, meaningful family time and stronger connections with food, farming and the countryside. He also saw an opportunity to create a more resilient business model through carefully planned diversification.

Working alongside his father, farmer Ray Bower, Richard helped launch PLAY@ Lower Drayton Farm in 2020 — a family visitor attraction combining indoor and outdoor play with authentic farming experiences. The vision was never simply to create another play centre, but to build a destination that celebrated farming while creating sustainable income streams for the future.

Under his direction, the diversification business has expanded rapidly and now welcomes approximately 130,000 visitors annually, while complementing the farm’s traditional agricultural income. The wider business now employs around 70 staff, creating substantial local employment opportunities and supporting the rural economy.

Richard Bower has entered the Young Business Person of the Year and Entrepreneur of the Year categories of University of Staffordshire Business Awards.