Simon farms the 130 hectares at Shipbrook Hill Farm in partnership with his parents. They produce traditional breed beef and lamb, and about 40 hectares of cereals, which is fed to the livestock in winter. There is an organic farm shop and café, which sells a wide range of organic food, much of which is produced on the farm.

• What do you do? How would you describe your business?
  As well as the beef and lamb, we are growing 3 acres of vegetables, but we plan to expand this enterprise to probably 15 acres next year, to supply our own veg boxes, and to supply a number of other outlets that have been making enquiries. We are currently proposing to join the Higher Level Stewardship Scheme, which should enable us to restore some of the wetland meadows we farm along the River Dane.
  
  It will also give the option of offering free visits for parties from the local schools and colleges which we have developed a relationship with over the last couple of years. This is an area which my wife (Marianne) and I are passionate. Marianne is a science teacher, and we are looking to make best use of her abilities, by integrating farm visits with curriculum-based activities so as to achieve stronger educational substance.

• Can you give a short history of how you got to where you are now, including why and when you 'went organic'?
  My father Roger, has always farmed extensively rather than in intensively so an organic system was never completely alien to us. The decision to convert to organic was taken after I returned home from university with the notion that we, as farmers in Britain (and it's brilliant climate for growing), should be producing food of the highest quality - not churning out commodities in direct competition with Eastern Europe. I personally have always been uncomfortable with the use of chemicals on crops, and so converting to organic looked an exciting way forward for the business.
  
  About two years ago I had the idea of setting up a small shop - to retail our beef. We decided it should be a really good shop, where people can buy loads of different organic products, not just the beef and lamb we had at the time. 3 weeks later I had converted one of the outbuildings into a little shop. Advertising was done by printing postcards and handing them out in town. Then, as more and more people came, word of mouth became very important. The shop has got busier and busier, and we now stock nearly 1,000 organic products. We have recently opened an organic café which sells a wide range of healthy, organic meals.

• Can you describe a typical day in your life?
  Hectic! Usually starts with reading my emails, then I feed the cattle, pigs, goats, guinea pigs, and rabbit. I sort out the shop, making sure it's fully stocked, then turn on the boiler in the café. I print out what orders are going out the next day, and start putting them together. Then it's serving in the shop and café, and talking to customers which is important. The cattle need to be checked on before I cash up in the shop. Next, the veg boxes are finished for the morning. Finally I put the children to bed, eat my dinner, and go to bed myself.

• Who are your customers and where are they?
  Everyone! But they mainly fall into about five categories. Firstly, people who are passionate about organic food and would not eat anything else. Secondly, people who understand the benefits of organic food and try to do the best they can. Thirdly, people who don't really care about organic food but just want to buy quality, local produce. Also, people with young children who want to buy the best for them. Finally, older people who may or may not have health issues and are trying to eat healthily.

• Organic principles – why do they matter?
  Without strong principles, public confidence in organic food can be undermined.

• What does the Soil Association mean to you?
  The most principled and recognised as the best.

• What is your greatest achievement?
  Having a vision and making it happen.

• How do you plan to progress in the future? What is your vision?
  I want to open the farm to open access, to help reconnect people with agriculture and where food comes from. I hope to have an education room where we can run visits from 2 year olds upwards. Also, I eventually would like to run farm holidays, where you get fairly minimal facilities in the middle of a beautiful organic farm.

• If you were starting all over again, what would you do differently?
  Better signs from the beginning.

• What is the most important lesson life has taught you?
  Don't give up, keep your head down, make it happen and enjoy it!

• Who or what's your biggest inspiration?
  My wife.

• What is the key to your success?
  I don't consider myself successful yet, as I haven't got to where I want to be!

• What do you love most about what you do?
  Talking to customers.

• What keeps you awake at night?
  Money (lack of).

• What do you find most frustrating about what you do?
  Not having enough capital to carry out the ideas I have, and not being able to duplicate myself!

• How can the organic market be improved?
  Information. So many people have no idea what 'organic' means, or they think it is fancy! If they knew how food was produced most people would choose organic.

• What's the main benefit of being organic for you?
  I believe in it. It is easy to sell a product you truly are passionate about.

• What other organic ventures do you admire and why?
  I admire the Duchy Brand as it champions quality.

• Supermarkets – good or bad?
  Bad Bad Bad!!! The single biggest cause of the lowering of the quality of food in this country. They also destroyed the agricultural sector because they have too much power.

• What is the biggest threat to what you do?
  Red tape, money, GM crops: I feel very strongly about the integrating of GM crops in the UK. Does anyone have any idea of the impact this could have?

• What's the best thing about organic farms?
  They produce organic food. Not trying to be funny but it's true! Closely followed by the fact they are more in harmony with nature, not against it.

• What's the best thing about organic food?
  Tastes better, smells better, and is better for you.

• What is your favourite meal?
  Beef Wellington, with roast potatoes, sprouts, broccoli, leeks in a cheese sauce, and purple carrots.

• If I was Prime Minister I would...
  Switch all the bloody lights off at night along the roads. Junctions can be lit but not straight bits of road.

• The world would be a better place if...
  We were all honest and true to our word.

• When were you happiest?
  When I got married.

• What is your greatest fear?
  Not being able to carry on farming.

• What is your favourite word?
  Possibly.

• What would be your 'Desert Island' luxury?
  Beer or my wife, I am not sure!

• Is the customer always right?
  Outwardly 'Yes', inwardly 'No'.