Meet the Farmers

Intensive Poultry and Regenerative Arable – with former FW arable farmer of the year Will Oliver

Will Oliver, a fourth-generation arable and poultry farmer, discusses his farm in Leicestershire and the challenges and diversifications he has undertaken. The farm grows wheat, maize, and winter beans, and also has a poultry enterprise with 175,000 chickens. Will emphasizes the importance of efficiency, risk-taking, and diversification in running a successful farm. He talks about the benefits of integrating arable and poultry farming, including utilizing manure and growing feed crops. Will also discusses the challenges of growing affordable food, navigating through bird flu pandemics, and managing costs and margins in the poultry industry. He highlights the importance of biosecurity and the welfare of the birds. Will shares his passion for arable farming and the regenerative practices they are implementing. He also touches on the history of the farm, the impact of climate change, and the challenges of labour and rising interest rates. Will Oliver, an arable farmer and owner of Dandelion Hideaway, discusses his involvement in agricultural boards and the importance of influencing policy. He also talks about his glamping enterprise and the value of getting people on the farm. Will shares his approach to diversification and the need for sustainability in farming. He emphasizes the importance of cost of production and profitability, as well as the challenges and opportunities facing the industry. Will’s message to the public is to buy local and support farm shops, while his message to fellow farmers is to share their stories.


  • Efficiency, risk-taking, and diversification are key to running a successful farm.
  • Integrating arable and poultry farming can have benefits such as utilizing manure and growing feed crops.
  • Growing affordable food while maintaining high welfare standards is a challenge in the poultry industry.
  • Biosecurity is of utmost importance in poultry farming to prevent disease outbreaks.
  • Regenerative farming practices can help improve soil health and sustainability.
  • The history of the farm and the impact of climate change are factors to consider in farming.
  • Labor and rising interest rates are challenges faced by farmers. Involvement in agricultural boards allows farmers to influence policy and have an impact on the sector.
  • Diversification, such as glamping, can provide additional income and opportunities to engage with the public.
  • Sustainability in farming involves protecting the land for future generations and making the best use of resources.
  • Cost of production and profitability are crucial considerations for a sustainable farm business.
  • Buying local and supporting farm shops is important for the survival of these businesses.
  • Farmers should share their stories to increase understanding and appreciation of agriculture.

Image credit: Will Oliver

Meet the Farmers is produced by RuralPod Media, the only specialist rural podcast production agency. 

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About Ben and  RuralPod Media

Ben Eagle is the founder and Head of Podcasts at RuralPod Media, a specialist rural podcast production agency. He is also a freelance rural affairs and agricultural journalist. You can find out more at or 

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