WHO ARE BIDLEA DAIRY FARM?
Bidlea Dairy Farm began with Ray and Jill Brown in 2020. Back then, it was a family-run dairy farm. When lockdown hit in 2020, they began producing ice cream as a treat for locals from the milk produced by their Holstein cows. When they were encouraged to enter the International Dairy Awards, Bidlea Farm came away a decorated business with four golds and two silvers.
Since then, Ray took the initiative to expand on the dairy farm he and his wife, Jill, had cultivated. They began making Bidlea Dairy Farm a destination where people could buy milk, ice cream, butter, cream and cheese. It is now run entirely by the Brown family.
6 years later, they are now partnering with Kellogg’s for their launch of ‘Hot Honey Crunchy Nut‘ alongside Pete Wicks.
LESSONS IN PRODUCT EXPERIENCE
Originally intended as a small farm shop to sell their dairy products, Bidlea Farm has evolved into a destination where families come for treats and friends meet, blending commerce with experience.
1. Product Diversification
Bidlea Farm’s core product is milk, but following their success at The International Dairy Awards, they expanded into ice cream, butter, cheese, and cream. Now they have even expanded into Gin, and have launched a clean, contemporary Cheshire Dry Gin.
These product launches have successfully increased the farm’s brand presence and the family leant into the opportunity this gave them to turn Bidlea Farm into more than a shop, but a destination experience for visitors.
2. Experiential Marketing
Throughout the year, Bidlea invites visitors to join in with the farm in seasonal events, including a very popular pumpkin picking event in their patch in October. This spring they are inviting people to step into farming by holding day sessions throughout April where visitors can practise animal handling, feeding and hands-on role play activities! There are milk vending machines as you walk into the farm where you can collect your daily pint of milk, or even personalise it by creating your own milkshake.
3. Social Media & Content Creation
Bidlea’s marketing is handled entirely in-house by the family who run the business. Social Media has played a central role in expanding the brand. Facebook remains their main marketing channel, but TikTok is slowly becoming more important to their business. User-generated content from visitors adds authenticity, while celebrity visits have further boosted attention to their brand.
Through their clever storytelling and UGC, the farm has created ‘brand lore’ with their celebrity cow Judith.
PSA: Brand lore is 2026’s evolution from storytelling, in 2026 brands are encouraged to build brand lore with their audiences. Think Taylor Swift, the Duolingo owl, or Aldi’s Cuthbert.
4. Celebrity & Local Attention
High-profile visits, such as Olympians Laura and Jason Kenny stopping by, create buzz and attract new visitors. These events, combined with consistent content, have helped the farm to reach a wider audience than traditional advertising alone could achieve.
5. Growth & Ambition
The farm has ambitious plans for growth, due to the consistent feedback from customers. Ray ensures that every expansion he makes is based on customer experiences, and how he can improve a families day out at Bidlea Farm. With several projects lined up over the next two years, Ray, along with his team, continues to innovate while maintaining a personal and approachable feel to resonate with customers.
WHY IT WORKS
Bidlea Farm succeeds because it turns a simple product into an experience, combining high-quality products with engagement, community, storytelling (and Brand Lore!)
Strengths
- Diversified product offerings that add value and attract attention
- Strong social media presence leveraging both in-house and user-generated content
- Creating an experience rather than just a retail point
- Ability to generate buzz through awards and celebrity visits
- Clear vision for growth and innovation
What Businesses Can Learn From This
Bidlea Farm shows that even a small, traditional business can thrive when they think beyond the product itself. By creating an experience around their core product, they attract repeat customers, generate word-of-mouth business, and build a brand that people can connect with emotionally.
Investing in content, leveraging social media, and being open to experimentation (like product diversification), can create unexpected growth opportunities. It’s a lesson in turning a product into a story, a destination and a community hub.
KEY TAKEAWAYS
There are several lessons that can be learnt from the way Bidlea has leveraged their product offerings, and expanded into an experience driven business:
- Turning core products into experiences drives loyalty and engagement
- Diversify offerings in ways that complement the original product
- Use social media strategically to tell your story and involve your audience
- Small, creative pivots can result in award-winning outcomes
- Growth comes from combining quality, experience, and marketing
