Dudley Peverill Associates LLP Announces Three Strategic Appointments, Marking a New Phase of Sustained Growth
Founded by Antony Pearce and Alexander Moss, Dudley Peverill Associates LLP has established itself as one of the most trusted names in rural project consultancy and farm diversification, delivering integrated, concept-to-completion support for landowners, farms and rural estates across the United Kingdom. By the middle of 2025, the practice had reached a natural inflection point.
The partners made a deliberate strategic decision: rather than expanding rapidly, they would invest first in the foundations; governance, commercial infrastructure, strategic clarity, and then bring in client-facing and delivery talent once those foundations were solid. What followed was a three-stage growth sequence that has reshaped the practice.
In September 2025, the practice appointed James Davies of Frago & Co Ltd as Strategic Board Adviser. Bringing nearly two decades of experience spanning Business growth and development (including a long tenure as Chief Executive of a major Midlands property group), James was engaged to help the partners sharpen their commercial strategy, strengthen governance discipline, and build the operational infrastructure to support the next stage of growth.
With those foundations in place, Dawn Woollam joined as Senior Consultant in January 2026. Dawn brings more than 15 years of strategic leadership across leisure, hospitality and rural diversification, with a particular specialism in feasibility analysis, financial appraisal, business planning, and strategic master planning. A board-level practitioner with a people-first approach and a track record of guiding operators, rural estates and farms from initial concept through to commercially successful delivery, her appointment significantly deepened DPA’s consultancy capability, enabling the practice to take on a broader and more complex range of client instructions with confidence.
Completing the sequence, Callum Horne joined the practice in June 2026 as an Associate. Identified through a structured recruitment process, Callum’s profile and professional background confirmed strong relationship-building and commercial instincts. With a primary focus on business development, he is charged with originating and qualifying new client relationships, representing the practice at sector events, and feeding an expanding pipeline, while developing his technical rural consultancy competence alongside the team. His appointment marks the moment the practice moves from building capacity to actively deploying it.
“From the outset, our intention was to build something that would last; a practice with the depth of expertise, the quality of process, and the breadth of relationships to become the leading name in rural diversification. The appointments of the past nine months represent that ambition becoming reality. James helped us to see and structure the business more clearly. Dawn brought a level of consultancy expertise that immediately elevated what we could offer clients. And Callum gives us the energy and focus to go and win the relationships this business deserves. We are, genuinely, more excited about the next twelve months than any period in our history.”
— Antony Pearce, Co-Founder and Managing Partner, Dudley Peverill Associates LLP
“Growing a consultancy properly means resisting the temptation to run before you can walk. The work James did with us through the back half of last year gave us a governance framework and a commercial discipline that we simply did not have before, and that has made every subsequent step more confident and more considered. Dawn and Callum complete a team that I believe is genuinely world-class in this sector. Our clients will feel the difference immediately.”
— Alexander Moss, Co-Founder and Partner, Dudley Peverill Associates LLP
About Dudley Peverill Associates LLP
Dudley Peverill Associates LLP is a specialist rural projects and farm diversification consultancy, offering integrated support from concept to completion. The practice’s three departments; Rural Project Consultancy, Funding & Finance, and Construction Project Management, work in close coordination to deliver diversification and rural development projects that are commercially viable, well-funded, and expertly delivered. Working with rural landowners, farms and estates across the UK, DPA provides independent, objective advice tailored to each client’s long-term interests.
Media & Press Enquiries: Dudley Peverill Associates LLP • www.dudleypeverill.co.uk ~ jd@dudleypeverill.co.uk