Understanding the drivers and motivations of farm diversification: evidence from Northern Ireland using a mixed methods approach

Farmers are increasingly required to become more productive and innovative to ensure effective management of farm resources and to improve their livelihoods. Farm diversification has been identified as a viable strategy that can be adopted by farm businesses to achieve these objectives in order to reduce their reliance on agricultural production as the main source of household income. In this study, we employ a mixed methods approach to analyse the factors influencing farm diversification and diversification strategies in Northern Ireland. The challenges of setting up a farm diversification enterprise were also explored. Data collection and analysis were undertaken by combining both quantitative and qualitative approaches in a two-stage process using primary data obtained from a survey of farm businesses and interviews with key stakeholders involved in the Northern Ireland agricultural sector. The study results show that the primary motivating factor in pursuing farm-level diversification is the need to generate additional income. The analysis has shown that farm level diversification has the capacity to contribute to both the sustainability of family farms and the wider rural economy. The study results support the need for governments to explore the development of policy measures to support diversification at farm level.