A family farm in Shropshire has experienced a remarkable surge in visitor numbers and revenue, largely attributed to the introduction of four Highland cows. Frankly Farm Tours, located on the Willey Estate near Broseley, has seen its attendance figures for 2026 already exceed the total for the entire previous year, driven by the public's fascination with the distinctive Scottish breed.
Owners Natalie and John Franklin-Hackett, who started the farm approximately four years ago after a career change following the pandemic, initially introduced two Highland cows in September. By February, they began offering unique interactive sessions where visitors could meet, cuddle, and brush the animals. The immediate popularity of these experiences led them to acquire two more cows to meet demand, with sessions consistently fully booked.
The economic impact on the farm has been substantial. Last year, Frankly Farm Tours welcomed around 4,500 visitors. This year, the farm has already seen approximately 6,000 guests, with the owners optimistically aiming to reach 10,000 by the end of 2026. This significant increase in footfall translates directly into higher income, providing a much-needed boost for the rural business.
The enhanced revenue has enabled direct reinvestment into the farm's infrastructure and visitor amenities. A new gift shop has been established at the farm entrance, and a playground is currently under development. Looking ahead, the Franklin-Hacketts plan further improvements, including the construction of new toilet blocks, improved pathways, and an expanded café. These developments aim to enhance the overall visitor experience and encourage longer stays, further bolstering the farm's economic sustainability.
The success story at Frankly Farm Tours highlights a growing trend in agri-tourism, where unique animal experiences can revitalise rural enterprises. With the broader UK economy navigating fluctuating consumer spending and high interest rates, innovative approaches like this demonstrate how businesses can attract visitors and generate income, supporting local employment and contributing to the rural economy.