What is “Pitch-Up!”?
Pitch-Up! is a collaborative project that aims to match regenerative enterprises with farmers who want to bring more diversity to their land.
Regenerative enterprises could include sustainable food, farming or business ideas, and the benefits of partnering with like-minded estates include access to land, raw materials, equipment, expertise, use of by-products and retail and production space
In return, farmers can expand their own local community, diversify their businesses, increase their visibility, improve their soil and have front-line access to material innovations, enabling them to tap into opportunities on their land that they don’t currently have the time or mental capacity to explore.
According to founder Tim May and the Pitch Up! Team, the project “is all about abundance, enabling farmers to discover and try new ideas.”
In addition, Pitch Up! connects farmers with other estate managers who have similar visions and provides access to a team of marketing and PR experts.
Where it’s worked
Successful farm partnerships have included bakers, beekeepers, brewers and cheesemongers.
One example is Monch, a sustainable pet food brand that received mentoring from Tim May and the Pitch Up! Team. Co-founders Daisy and Dan forage ingredients from Kingsclere’s organic land (eg chicory, dandelion, willow), air dry them on site and send them off all over the UK. Careful picking of leaves from the hedgerows and herbal leys (planted as part of a long-term soil regeneration on the farm) encourages more growth, supports biodiversity and eliminates waste.
What level of control do farms have in the partnership process?
“Partner farms have a great deal of autonomy in the matching process. They sign up for one season at a time, and during the month of November they receive applications from businesses looking to make the most of the opportunities and raw materials on their land.”
“There is then a shortlisting process where farms and businesses meet to work out the best way for collaborating.”
Getting Involved
This year the land available under Pitch-Up! farms has risen to 12,000 acres and spans from Scotland to Cornwall.
Existing farm partners include Rosuick Organic Farm in south Cornwall, the family-owned Weston Estate in Hertfordshire, Planton Farm in Shropshire and Balcaskie Estate in the heart of East Neuk of Fife.
To find out more about becoming a Pitch-Up! farm partner or business applicant click here.
Business applications open annually in November for a 4-week window.
Follow Pitch Up! On Instagram or Substack to be the first to hear about new opportunities.
By Kate Balding