What Greendale Group does

Greendale Group is a fifth-generation, family-owned diversified conglomerate headquartered at Greendale Business Park in Woodbury Salterton, Exeter, United Kingdom. The legal parent, F W S Carter & Sons Limited, reported group turnover of £73.1M and profit before tax of £7.2M for the fiscal year ending 31 March 2025, with group fixed assets of £126.5M and net assets of £78.9M. The group operates eight distinct lines of business: Greendale Farming (a 1,680-acre agricultural enterprise covering cattle, sheep, pigs, free-range eggs, honey, cider, and game); Greendale Farm Shop (an award-winning retail destination with butchers, wet fish counter, deli, bakery, café, plus a nationwide online delivery platform); Waterdance Fishing (a 21-vessel commercial fishing fleet managed by 15 shore staff and 100 crew, supplying Brixham and Newlyn fish markets); Greendale Business Park (over 1.8 million sq ft of industrial units and secure compounds hosting 100+ tenants including Royal Mail, FedEx, DHL, and Mercedes-Benz); Greendale Haulage (UK-wide HGV transport for recyclables, agricultural goods, fish, and livestock); Greendale Storage (24,000+ pallet capacity at the business park); Greendale Living (West Country housing development); and Greendale Leisure (Exmouth Marina and the Kings Arms pub in Otterton). An on-site anaerobic digestion plant operated by Willowglen Renewables converts cattle manure and arable crops into renewable electricity that powers the Farm Shop and Business Park, anchoring the group's sustainability narrative.

The group's commercial model is built on vertical integration: livestock, crops, and fish produced or caught by Greendale entities flow directly into Farm Shop retail, online commerce, hospitality venues, and wholesale fish markets, while in-house haulage and storage subsidiaries reduce external logistics costs across the portfolio. Revenue mechanics vary by line — recurring lease income from the Business Park, transaction-based retail at the Farm Shop and online store, contract haulage for enterprise clients like Viridor and EON, recurring berthing fees at Exmouth Marina, and one-off sale of housing units through Greendale Living. Customer segments span local Devon consumers and families, regional restaurants and hospitality operators, UK industrial and agricultural haulage clients, marina berth-holders, and national logistics tenants at the business park. Recent strategic activity includes two 2025 acquisitions (Westexe Pallet Storage in May 2025 and The Exmouth Docks Company in September 2025), formation of Waterdance Trading Limited as a wholesale fish trading subsidiary, and three new non-family board appointments in January 2026 as the group continues to professionalise governance alongside family ownership.

Name

Greendale Group

Legal name

F W S Carter & Sons Limited

Website

https://greendalegroup.com

Company type

Private

Founded year

1870

Operating status

Operating

Headcount range

1–10 employees

Short description

Greendale Group is a fifth-generation, family-owned UK conglomerate operating eight businesses across farming, commercial fishing, farm-shop retail, industrial real estate, haulage, storage, housing development, and hospitality, anchored by an on-site anaerobic digestion plant and vertical farm-to-fork integration serving Devon consumers, UK-wide online customers, and enterprise tenants.

Ownership category

akta.pro rank

Product category

Diversified Conglomerate

NAICS

Agriculture, Forestry, Fishing and Hunting (11), Animal Production and Aquaculture (112), Other Crop Farming (1119)

SIC

Agricultural Production-Crops (100), Agricultural Prod-Livestock & Animal Specialties (200), Water Transportation (4400)

akta.pro primary industry

Produce Markets & Greengrocers (CRAHAHAA)

Keywords

• Mixed farming
• Commercial fishing
• Commercial real estate
• Freight logistics
• Rural hospitality

Headquarters

HQ city

Exeter

HQ country

United Kingdom

HQ region

Europe

Offices6 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Supply Chain, Infrastructure, Marketing or Sales, Technology or R&D

Revenue model

1. Farm Shop Retail: Multi-channel retailer comprising butchers' counter (fresh meat from Greendale farm), wet fish counter (fish from own boats), delicatessen, fruit and veg, bakery, and café. Successful online business with nationwide delivery and local same-day/next-day delivery plus click-and-collect.
2. Waterdance Fishing: Fleet of 21 boats supplying Greendale Farm Shop and Brixham and Newlyn Fish Markets with freshly caught fish daily. Also sells fish and shellfish to other fishing companies via refrigerated transport.
3. Business Park Real Estate: Over 1,800,000 square feet of industrial units and secure open storage hosting 100+ businesses. Income from tenant leases across industrial, warehouse, and secure compound units.
4. Greendale Haulage: Operating 10 walking floor trailers, 2 refrigerated articulated lorries, 2 bulk-tippers, 2 curtain-siders, 1 eight-wheel grab lorry, 1 articulated cattle lorry, and 2 vans across the UK. Carries recyclables, wood chip, animal feed, grain, potatoes, stone, building materials and sand. Refrigerated lorries transport fish.
5. Renewable Energy Generation: AD plant operated by Willowglen Renewables Limited runs at full capacity generating and selling renewable energy, enhancing the Group's control over energy availability and productivity.
6. Exmouth Marina: Independent marina offering pontoon berths, casual and visitor berthing, and commercial craft berthing. Berth holders and visitors have access to first-class facilities including secure entry, fresh water, metered electricity, toilet and shower facilities, diesel fuel and boat gas. Boat storage in locked compound and launching/recovery services.
7. Greendale Leisure Hospitality: Hospitality venues including Kings Arms Otterton (15-room traditional Devon pub with food service), Caesar's Palace nightclub in Bideford, and Remedies bar and nightclub in Tiverton.
8. Greendale Living Housing Development: Housing development company specialising in building quality homes in the West Country through meticulous design and carefully chosen locations using local tradesmen and high-grade materials. Developments range from barn renovations to contemporary cottages.
9. Greendale Storage: Formerly Westexe Storage; located at Greendale Business Park with capacity to store over 24,000 pallets offering open-air and pallet storage, bulk storage for oversized pallets, plus container unloading, palletising, pick and pack, and fulfilment services.

Go-to-market motion3 records

Distribution channels8 records

Marketing channels8 records

Core offering

Greendale Group is a fifth-generation, family-owned diversified conglomerate operating across farming, commercial fishing, farm shop retail (physical and online), commercial property leasing, haulage, storage, marina, housing development, and hospitality in South West England. The group integrates its own farmland and 21-vessel fishing fleet into an award-winning farm shop and online retail platform, while also operating a 1,800,000+ sq ft business park, UK-wide haulage fleet, Exmouth Marina, Kings Arms pub, and a housing development arm.

Product overview

Greendale Group is a diversified family-owned business portfolio comprising eight distinct divisions operating across agriculture, fishing, retail, real estate, transport, hospitality, and renewable energy sectors. The portfolio includes Greendale Farming (1,680-acre agricultural operation), Greendale Farm Shop (award-winning retail with butchers, fishmongers, deli, and bakery plus online platform), Waterdance Fishing (21-boat commercial fishing fleet), Greendale Living (housing development), Greendale Business Park (1.8M+ sq ft commercial property estate), Greendale Haulage (UK-wide logistics), Greendale Storage (24,000+ pallet storage and fulfilment), Exmouth Marina (marine facilities), and Greendale Leisure (pubs and hospitality venues). An on-site anaerobic digestion plant provides renewable energy to multiple divisions. The group operates as an integrated ecosystem where farm produce, caught fish, and logistics support multiple retail and hospitality channels.

Differentiator

Problem solved

Functional benefit

Brands

• Greendale Farming: Agricultural enterprise comprising 1,680 acres of farmland with cattle herd, sheep flock, piggery, and free-range egg production
• Greendale Farm Shop
• Waterdance Fishing
• Greendale Business Park
• Greendale Storage
• Greendale Haulage
• Greendale Living
• Greendale Leisure
• Exmouth Marina
• Kings Arms Otterton
• Remedies bar and nightclub

Products and services

• Greendale Farming Agricultural enterprise comprising approximately 1,680 acres (about 2,000 acres per group overview) of farmland producing beef, lamb, pork, free-range eggs, honey, cider, and game, with twelve revenue-producing departments including a cattle herd of around 1,100 cattle, sheep flock, piggery, and 6,500 free-range laying hens.
• Greendale Farm Shop Award-winning farm shop with on-site butchers, wet fish counter, delicatessen, bakery, fruit and veg department, and café, located in countryside between Exeter and Sidmouth. Operates as both a physical retail destination and a successful online business with nationwide delivery, plus same-day/next-day local delivery and click-and-collect.
• Waterdance Fishing Commercial fishing company operating a fleet of 21 well-maintained boats (beam trawlers, netters, potters, scallopers) around the South-West coastline, managed by 15 shore staff and 100 skilled ocean-going crew members. Supplies Greendale Farm Shop, Brixham Fish Market, and Newlyn Fish Market with freshly caught fish daily; refrigerated lorries also transport fish from other fishing companies.
• Greendale Business Park Commercial property estate comprising over 1,800,000 square feet of industrial units and secure open storage hosting more than 100 businesses, from major national logistics companies (Royal Mail, FedEx, DHL, UK Mail, Mercedes-Benz/City West Commercials) to independent SMEs. Strategically located close to M5, A30, Exeter Airport, and Exeter city centre; existing units range from 1,000 sq ft to 50,000 sq ft with bespoke design-and-build units from 10,000 sq ft.
• Greendale Storage Bespoke storage and fulfilment solutions (formerly Westexe Storage) located at Greendale Business Park with capacity to store over 24,000 pallets. Offers open-air and pallet storage, bulk storage for oversized pallets, container unloading, palletising, pick and pack, and fulfilment services.
• Greendale Haulage UK-wide transport and logistics company with 25 staff. Fleet of 10 walking floor trailers, 2 refrigerated articulated lorries, 2 bulk-tippers, 2 curtain-siders, 1 eight-wheel grab lorry, 1 articulated cattle lorry, and 2 vans. Carries recyclables, wood chip, animal feed, grain, potatoes, stone, building materials, sand, fish, and livestock. Key customers include Viridor, EON, Brixham Trawler Agents, and Lockwood Farm Partnership.
• Greendale Living Housing development company specialising in building quality homes in the West Country through meticulous design and carefully chosen locations using local tradesmen and high-grade materials. Developments range from barn renovations to contemporary cottages, combining contemporary design with traditional values.
• Exmouth Marina Independent marina in a sheltered position in the north-west corner of Lyme Bay near the River Exe mouth, offering pontoon berths, casual and visitor berthing, and commercial craft berthing for vessels up to 15 metres. Facilities include secure entry, fresh water, metered electricity, toilet and shower facilities, diesel fuel, boat gas, locked boat storage compound, and launching/recovery services.
• Greendale Leisure Hospitality and leisure division operating multiple venues including the Kings Arms pub in Otterton, Caesar's Palace nightclub in Bideford, and Remedies bar and nightclub in Tiverton.
• Kings Arms Otterton Traditional Devon pub in the heart of Otterton village offering food served daily at lunchtimes and evenings, plus 15 well-appointed en-suite rooms including two four-poster rooms. Dog-friendly and close to Jurassic Coast walks.
• Anaerobic Digestion (AD) Plant On-site anaerobic digestion plant operated by Willowglen Renewables Limited, generating clean renewable energy from a mix of organic waste materials including manure from the cattle herd and arable crops grown specifically for the purpose. Runs at full capacity and powers Greendale Farm Shop and Business Park; new feeder system installed to improve plant efficiency.

Quantifiable outcome

• Group turnover growth of £3.8 million year-over-year (from £69.2M to £73.1M) despite global uncertainties including war in Ukraine and cost of living crisis
• +3 more outcomes

Named customers11 records

Segments6 records

Ideal customer profiles6 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

20 partnerships are on record, tiered core and minor.

• Westexe Pallet Storage Holdings LimitedcoreStrategic or Co-development Partner · 28 May 2025On 28 May 2025, Greendale Group acquired 100% of the share capital of Westexe Pallet Storage Holdings Limited and its wholly owned subsidiary Westexe Pallet Storage Limited, subsequently rebranded as Greendale Storage.
• SeafishminorStrategic or Co-development Partner · 16 May 2019Seafish worked with Waterdance and WFPO on the Sumwing hydrofoil fishing gear design trial to cut fuel use and reduce seabed impact. Waterdance's Barentszee vessel was involved in sustainability trials with Seafish and Cefas government scientists.
• Exeter CollegeminorStrategic or Co-development Partner · 18 January 2019Greendale Business Park announced a partnership with Exeter College to promote Apprenticeship programmes on the business park. Exeter College is passionate about training new apprentices and investing in current staff.
• Luyt Shipyard (Den Oever, Holland)minorImplementation/ SI/ Consulting Partner · 5 July 2018Waterdance placed orders with the Luyt yard at Den Oever in Holland for new fishing vessels. The yard has built vessels including Nichola of Ladram (crabber), Georgina of Ladram (beam trawler), and completed refits including the Sam of Ladram.
• Royal MailminorOthers · 30 March 2018Royal Mail is established on site at Greendale Business Park.
• FedExminorOthers · 30 March 2018FedEx is established on site at Greendale Business Park.
• DHLminorOthers · 30 March 2018DHL is established on site at Greendale Business Park.
• City West Commercials Ltd (Mercedes-Benz)minorOthers · 22 March 2018City West Commercials, the South-West regional truck sales and aftersales partner for Mercedes-Benz, occupies a purpose-built depot at Greendale Business Park with a new 1,027m2 warehouse building. The company considers it a great accolade to have a prestigious brand such as Mercedes-Benz associated with the park.
• Parkol Marine Engineering (Whitby)minorImplementation/ SI/ Consulting Partner · 22 March 2018Waterdance contracted Whitby-based Parkol Marine Engineering to build the Amanda of Ladram, a new 20-metre Netter scheduled for completion April 2021. Described as the first new offshore Netter to be built for the UK flag in almost twenty years.
• UK MailminorOthers · 1 July 2011UK Mail relocated its two smaller operations from Plymouth and Exeter to a purpose-built depot (35,000 sq ft) at Greendale West in July 2011. Greendale worked closely with UK Mail to deliver a turn-key facility.
• ViridorminorOthersViridor is a key customer of Greendale Haulage, using their UK-wide haulage services for recycling waste transport. Greendale Haulage operates 10 walking floor trailers and other vehicles for this purpose.
• EONminorOthersEON is a key customer of Greendale Haulage. The nature of the partnership is a client relationship for haulage services.
• Brixham Trawler AgentsminorOthersBrixham Trawler Agents is a key customer of Greendale Haulage for transporting fish and shellfish.
• Lockwood Farm PartnershipminorOthersLockwood Farm Partnership is a key customer of Greendale Haulage.
• Willowglen Renewables LimitedcoreStrategic or Co-development PartnerWillowglen Renewables Limited operates the Greendale anaerobic digestion (AD) plant which is now running at full capacity, enhancing the Group's control over the availability and productivity of renewable energy. Investments were made in a new feeder system improving plant efficiency.
• Clinton Devon EstatesminorStrategic or Co-development PartnerGreendale Farming is participating in an environmental land-management trial with Clinton Devon Estates. Greendale is also committed under the government's Countryside Stewardship Scheme to conserving natural farmland habitats.
• Western Fish Producers' Organisation (WFPO)minorStrategic or Co-development PartnerWFPO is a cooperative representing vessels across England including 16 vessels from the Waterdance fleet. One key aim is supporting innovative sustainability projects including the Sumwing low-emission gear trial. Waterdance directors and WFPO manager visited Parliament together.
• Marine Stewardship Council (MSC)minorStrategic or Co-development PartnerWaterdance vessels are fully committed to the Seafood Responsible Fishing Scheme. Greendale Farm Shop displays the MSC 'Blue Fish' badge awarded to retailers selling fish fully traceable to a sustainable source.
• Seafood Responsible Fishing SchememinorStrategic or Co-development PartnerThe only global standard that audits compliance on-board fishing vessels, including ethical and welfare criteria. Waterdance vessels are fully committed to its guidelines.
• South Devon CollegeminorStrategic or Co-development PartnerWaterdance is collaborating with South Devon College on a new Sea Fisher apprenticeship. Greendale is recruiting an apprentice to gain experience and training on a Waterdance vessel with a view to becoming crew. Collaboration supports attracting and retaining talent.

Scale indicators15 records

Recent moves9 records

Expansion highlights6 records

Direct peers

• Macknade Fine Foods: Kent-based farm shop and food hall combining butchers, deli, and cafe with locally sourced produce. Comparable to Greendale Farm Shop in retail format and target customer (local food enthusiasts seeking provenance).
• Daylesford Organic: Lady Bamford-owned organic farm with award-winning farm shop, cafe, and online delivery offering full traceability of meat, dairy, and produce. Closest direct peer to Greendale Farm Shop's vertical farm-to-fork model with comparable provenance-led positioning.
• Leckford Estate: John Lewis Partnership-owned 4,000-acre estate in Hampshire with own farm, farm shop, food hall, and produce supplied into Waitrose. Highly comparable vertically integrated farming-to-retail model within a single owner-operator group.
• Falfish: Cornwall-based commercial fishing and seafood wholesaler supplying fish to retailers and restaurants across the UK. Directly comparable to Waterdance Fishing's catching, landing, and wholesale operations from the SW coastline.
• Noble Foods: UK's largest egg producer and family-owned (Peter Hill) integrated food group spanning farming, packing, and branded consumer goods. Comparable to Greendale Farming in primary agricultural production and to the group in family-owned, diversified agribusiness structure.
• Maritime Transport: UK-wide bulk haulage operator with walking floor trailers, tippers, and warehousing serving recycling, agricultural, and industrial customers. Directly comparable to Greendale Haulage in fleet composition, customer base (Viridor, EON-style clients), and UK operating footprint.

Broad incumbents

• SEGRO: FTSE-listed UK and European industrial/logistics REIT focused on big-box warehouses near transport nodes. Comparable to Greendale Business Park in industrial real estate model and tenant mix (logistics, e-commerce, manufacturing), though operating at much larger scale as a listed vehicle.
• NWF Group: AIM-listed UK family-controlled agricultural group spanning animal feed, food distribution, and fuel. Comparable to Greendale's diversified agribusiness model and long-term ownership heritage, though with different vertical mix (feed rather than retail/marina).
• Boparan Holdings (2 Sisters Food Group): Family-owned (Ranjit Singh Boparan) UK food conglomerate encompassing poultry, bakery, and ready meals. Relevant peer to Greendale Group as a UK family-controlled diversified food operator, though significantly larger in scale and more food-manufacturing focused.

Regional players

• Cornish Sea Salt Company: Cornish regional food producer with premium provenance brand marketed through UK retailers and foodservice. Comparable to Greendale Farm Shop's regional-food provenance positioning in the SW England market, though operating in a single product category.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/exmouthmarina
• LinkedInlinkedin.com/company/greendale-group

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Subsidiaries15 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Greendale Group