Meet Our Day One Keynote Speaker: John Taylor – The Original Farm Diversifier

Taking to the Farm Business Innovation Stage as our Day One Keynote Speaker, John will share more than six decades of experience transforming the 1,000-acre Cricket St Thomas Estate in Somerset into one of the UK's most recognised examples of successful rural diversification.

Long before diversification became a necessity for many farm businesses, the Taylor family were already exploring new ways to generate income, adapt to changing markets and ensure the long-term future of their estate. Their willingness to embrace new ideas has resulted in a remarkable journey that offers invaluable lessons for today's farming community.

From traditional farming to one of Britain's best-known visitor attractions

John's career began in agriculture. Educated at the Royal Agricultural College, Cirencester, and now a Fellow of the Royal Institution of Chartered Surveyors (FRICS), he combined his knowledge of farming, land management and business to build one of Somerset's largest dairy enterprises. However, he recognised early on that farming alone could not always guarantee long-term resilience.

Rather than standing still, the family looked beyond traditional agriculture, transforming Cricket St Thomas into a thriving rural destination. Over the years, the estate became home to a hugely successful wildlife park attracting more than 350,000 visitors every year, while also developing one of the country's most talked-about attractions, the infamous Mr Blobby Theme Park.

The journey wasn't always straightforward. Like any diversification project, there were successes, setbacks and difficult decisions along the way. It is this honesty, alongside decades of practical experience, that makes John's story particularly relevant for today's farmers.

A lifetime of shaping Britain's visitor economy

John's influence extends far beyond Cricket St Thomas. Throughout his career, he has advised and led the development of some of the UK's best-known leisure destinations, including Cotswold Wildlife Park, the redevelopment of Land's End, and Littlecote Park, which received a national tourism award.

Today, as Leisure Consultant for Humberts' national leisure division, he continues to advise prestigious estates and attractions including Alton Towers, Castle Howard, Goodwood Estate, Ragley Hall and the Island of Gigha.

His unique background combines commercial farming, estate management, tourism, visitor attractions and rural enterprise, giving him an unrivalled perspective on what it takes to create successful diversification projects.

The Original Diversifiers: The Cricket St Thomas Story

During his keynote session, The Original Diversifiers: The Cricket St Thomas Story, John will reflect on over 60 years of innovation, adaptation and entrepreneurship.

Visitors will hear how the Taylor family continually evolved their business to respond to changing markets, embraced opportunities long before they became mainstream, and weren't afraid to pivot when circumstances demanded it.

Rather than presenting a polished success story, John will share the reality of diversification, the risks taken, the mistakes made, the projects that exceeded expectations and those that taught valuable lessons.

Whether you're considering your first diversification project or already operate multiple rural enterprises, John's experience demonstrates that resilience comes not from avoiding change, but from being willing to adapt.

Join us at Farm Business Innovation 2026

If you're looking for inspiration grounded in real experience, this is a session you won't want to miss.

Farm Business Innovation returns to the NEC Birmingham on 4-5 November 2026. Join thousands of farmers, landowners and rural entrepreneurs as they explore new opportunities, discover innovative solutions and learn from some of the UK's most successful diversifiers.

Register now and be part of the UK's only event dedicated entirely to farm diversification.