It would seem that diversification is a no-brainer, since it is a term used to describe the process by which a farm adopts one or more new income-generating activities or businesses and manages them alongside existing agricultural activities. These businesses may include buildings rented for storage, rented accommodation, or an on-farm store. This may seem simple, until one compares the results of different studies on the subject, which then reveals that different academics and researchers have interpreted the term in different ways, generating a multitude of meanings, sometimes contradictory (such as observes Ilbery (1991) and DEFRA (2008) DEFRA has broadly defined diversification as “the entrepreneurial use of agricultural resources for non-agricultural purposes for commercial gain” (statistics.defra.gov.uk). 2014), but in the publication they then state that this definition is used for statistical purposes only. DEFRA also includes activities such as tourism, sport, leisure and processing as those which fall under the definition. diversification Although the production of organic or novel crops is still classified as agricultural activities, they reveal a change in focus and could be classified as an entrepreneurial activity. Activities that do not use agricultural resources, such as those that provide off-farm employment or investment, are also discarded as diversification. In 2002/2003, it was estimated that 56.% of 'full-time' farms in England were diversified according to the Farm Business Survey (FBS) (statistics.defra.gov.uk, 2014), although this figure excludes all contractual, agricultural and non-agricultural work. A different figure was released by the June census, which estimated that 1...... middle of paper ....... 2013: p38). This gave the Farm Shop a market of consumers concerned about where their food comes from and how it is produced, leading to the increase in the number of farm shops in the UK over the 30 recent years, as evidenced by the meat market. daily business news versus Haines and Davies. Consumer desire for healthy, farm-fresh food instead gave impetus to farm stores, which were not operating in many parts of the country in the 1980s. (Haines, Davies. 1987: p226 ) Consumers perceive that SFSCs provide farmers with increased yields. This is illustrated by the work of Feagan and Morris (2009), who examined consumers' motivations for shopping at a farmers' market in Ontario, Canada, using a survey of 149 customers. They found that a total of 83% of respondents strongly agreed on supporting local farmers. (Kneafsey, M. et al.. 2013)