Ben’s Yard: the diversified business connecting rural communities

A unique diversification development not only helps to connect communities with the landscape and provide a social and commercial hub, but is also safeguarding a multigenerational rural business.

Within Stuntney Estate, just outside of Ely, Cambridgeshire is Ben’s Yard – an artisan rural retail village with independent shops, beauty and wellness outlets, a restaurant and a café.

Opening in the summer of 2023, Ben’s Yard is the vision of Victoria and Alastair Morbey, the 2,500-acre estate’s fifth-generation custodians. Taking over management of the estate from Alastair’s father Anthony in 2012, the couple wanted to develop somewhere unique and inclusive for people to meet, shop, explore and reconnect with nature.

“Ben’s Yard represents everything we wanted and were looking to do as a family in the area, as well as celebrating what the region has to offer,” says Victoria.

Located on the Fens, the farm, known locally as Cole Ambrose after Alastair’s ancestor who bought it in 1857, was once partially underwater. Generations of Morbeys have nurtured the land’s quality and diversity, including devising an innovative drainage system, building up England’s largest breeding herd of shire horses, and growing potatoes and onions. Alastair’s parents also transformed an abandoned Jacobean manor house into a successful wedding venue with a restaurant and luxury bed and breakfast.

“The farm has a focus on the environment and nature,” says Alastair, “We are in Higher Level Stewardship, and are moving into the Sustainable Farming Incentive. We have taken the opportunity to do more for the environment and for the overall lifecycle of the farm to increase the range of habitats and biodiversity we have here.”

Ben’s Yard, named after the farm foreman, continues the family’s innovative tradition. Victoria and Alastair started the process of turning their vision into a reality in 2017 after identifying a gap in the market.

Victoria explains: “It was based on our experience of being a young family of four in the area and needing a place to meet friends or family in a place that is nurturing and inclusive. Our research found that a lot of people visit Ely for a day trip and that there was an opportunity to sandwich ourselves between Newmarket Racecourse and Ely Cathedral.”

Engagement with the local community and major stakeholders was crucial throughout the planning process. Victoria and Alastair hosted numerous consultations and engagement forums to present the concept, take on board ideas and ensure buy-in early on.

“We were keen to demonstrate that we wanted to support and celebrate the area and complement what Ely already has,” says Victoria, “We needed to reassure people that we are not a threat.”

While the planning process took time, there was no objection from the local authority to full planning permission, which was granted in 2020.

As well as 1,943 square metres of village, a dedicated 2km public walk was introduced, designed by the RSPB and including new reed beds. This permissive public access route allows visitors to explore marked seasonal trails traversing fenland, woodland and around the reservoir, with views of Ely Cathedral.

The ethos behind Ben’s Yard is to champion small family businesses that are unique to the area. “We want to celebrate family business, as a family-owned and multi-generational rural family business ourselves,” says Victoria.

“Ben’s Yard is a celebration of independent retailers offering different but complementary services; it brings together things that are good about East Anglia to the area. We want to bring people together in one place and provide different experiences and offerings for the customers that we want to attract.”

Designed to evoke feelings of an old-fashioned, community-focused village, Ben’s Yard boasts a café and bake shop, restaurant, and shops offering health, beauty, fitness and wellbeing services, vintage clothing, lifestyle gifts and fresh flowers – and an adventure playground.

Communication and collaboration are crucial; the businesses have established a tenant’s association through which they talk about business and marketing strategies, generate ideas and discuss new concepts for maximising the village’s potential. Separately, Alastair and Victoria host meetings to talk about publicity and further support.

Ben’s Yard’s events calendar continues to evolve with new ideas, boasting a diverse range of events, monthly craft markets and festivals, as well as seasonal offerings.

“It is a collaborative approach between everyone at Ben’s Yard; they all offer something different but complementary,” says Victoria. “That is the key – having clear communication and a place with a community feel.

“We have always been transparent about our vision and what we want to achieve. This place is something that is built with and by the community, and that approach has strengthened our relationship with the area and with the community that we are building here.”