Inside the farm diversification success story hosting Land Use Reimagined 2026

Barnsgrove: The venue for Land Use Reimagined 2026

Land Use Reimagined is now in its second year, bringing together farmers, landowners and rural business operators for a day of practical, real-world case studies in heritage, hospitality and land diversification. Barnsgrove illustrates what’s on the agenda: a working example of rural diversification that adds income without diluting the core farm business.

Delegates will have the chance to walk the site itself, network with peers facing the same land-use decisions, and meet rural diversification experts, all over locally sourced food.

Barnsgrove is run by Frank Butler Farms, a 500-hectare arable operation in Greywell, near Basingstoke, and stands as one of the most striking examples of farm diversification in the region: a former dairy site transformed into a private members’ club, purpose-built and agricultural in character externally, while offering an entirely different world within.

Just minutes from Basingstoke and the M3, Barnsgrove serves the North Hampshire commuter belt, offering the standard of private members’ club previously found only in London, for those working flexibly and within easy reach of west London.

The clubhouse combines a café, bar, gym and exercise studio with two indoor padel courts, open to both members and non-members. Its co-working offer includes ten private offices, 20 resident desks and hot-desking, alongside meeting and event spaces and three wellness treatment rooms.

Part of a wider estate strategy

Barnsgrove sits alongside the farm’s existing diversification, including residential and commercial lets, a carpentry business and a storage firm. The building includes roof-mounted solar panels and a biomass boiler. The core farm remains in full operation. Barnsgrove was built to add income, not replace it, as part of a broader strategy to safeguard the business for future generations.

Secure your place at Land Use Reimagined 2026

Barnsgrove shows what farm diversification can look like at its most ambitious: a redundant dairy site reimagined as a destination that draws in a new audience while leaving the core farm untouched. For farmers, landowners and professional advisers attending Land Use Reimagined, it’s both the venue for the day and a working case study in what’s possible.

21 October 2026, 10:00am to 3:00pm, Barnsgrove, White Ln, Basingstoke RG29 1GF. Tickets and further details are available now.