Frankly Farm Tours

What Frankly Farm Tours does

Frankly Farm Tours is a privately held, founder-operated farm visitor attraction located at Caughley Farm on the Willey Estate near Broseley, Shropshire, England. Legally registered as Frankly Alpacas Ltd., the business was established by John and Natalie Franklin-Hackett, opened for trading on 1 April 2022, and operates as a unified Open Farm attraction combining walk-in animal viewing with ticketed VIP animal experiences and event hire. The company is 100% founder-owned, bootstrapped from personal savings, and has no external investment or parent entity.

The core offering is access to over 50 farm animals including alpacas, llamas, Dexter cattle (Mini Moos — described as Europe's smallest cows), Highland cows, rare breed sheep such as Ouessant sheep (described as the world's smallest breed), pygmy goats, rabbits, guinea pigs, and poultry. Revenue is generated across multiple small-ticket streams: Open Farm admission (£5 off-peak / £8 peak, with Under 13s admitted free), six VIP Animal Experiences priced £11.50-£35 per person (Highland Cow Cuddles, Alpaca Meet & Greet, Meet the Mini Moos, Pygmy Goat Playtime, Sheep Trekking, plus Shetland Pony Petting), alpaca and animal hire for weddings and corporate events (£250-£450 per booking), animal adoption packages, an Annual Pass (£19.95 for four visits in twelve months), monthly/annual farm memberships with unlimited visits and 10% discounts, E-gift cards, and The Farmyard Cafe (opened Easter 2025 in a converted barn) supplied by Iron & Fire coffee and Winsbury Ice Cream. A weekly Cars in the Courtyard classic car meet every Sunday 9:30-11:30am drives off-peak footfall.

The technology stack is intentionally minimal: a Wix-hosted marketing website integrated with the third-party FareHarbor booking engine for ticketing, gift certificates, and experience reservations, supplemented by organic social media presence on Facebook, Instagram, YouTube, and TikTok. There is no proprietary software, algorithm, or platform disclosed. The business holds a Shropshire Council Animal Activities License (22/03685/AIAL), CEVAS educational visits accreditation, and back-to-back TripAdvisor Travelers' Choice awards in 2023 and 2024. Customers are exclusively long-tail individual consumers and small private-hire clients across Shropshire and the wider West Midlands; there are no disclosed B2B contracts or enterprise accounts.

Name

Frankly Farm Tours

Legal name

Frankly Alpacas Ltd.

Website

https://franklyfarmtours.co.uk

Company type

Private

Founded year

2022

Operating status

Operating

Headcount range

1–10 employees

Short description

Frankly Farm Tours is a founder-operated Open Farm attraction in Broseley, Shropshire, offering walk-in access to over 50 animals and ticketed VIP experiences such as Highland Cow Cuddles and Sheep Trekking, plus a cafe, event hire, and memberships to families, adults, and private-hire clients across the West Midlands.

Ownership category

akta.pro rank

Product category

Visitor Attractions / Farm Animal Experiences

NAICS

Sheep and Goat Farming (1124)

SIC

Agricultural Prod-Livestock & Animal Specialties (200)

akta.pro primary industry

Camelid Farming (Alpaca & Llama) (AFAEAIAC)

Keywords

• Farm visitor attraction
• Animal experiences
• Alpaca trekking
• Open farm admission
• Event animal hire

Headquarters

HQ city

Broseley

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Supply Chain, Marketing or Sales, Infrastructure

Revenue model

1. Open Farm Admission Tickets: Visitors pay an entrance fee to access the farmyard. Off-peak pricing: Adults £5; Peak pricing: Adults £8. Children under 13 are admitted free. An Annual Pass is available at £19.95 for one adult, valid for up to 4 visits in 12 months.
2. VIP Animal Experiences: Chargeable hands-on animal experiences including Highland Cow Cuddles (£35/person), Alpaca Meet & Greet (Adults £18, Under 13s £11.50), Shetland Pony Petting, Meet the Mini Moos, Sheep Trekking (£25/person), and Pygmy Goat Playtime (£25/person). All include free parking and open farm access.
3. Food Add-ons and Catering: Add-on Afternoon Tea (£25/person) and Picnic Box (£18/box) bundled with VIP experiences, served at The Farmyard Café or in The Old Barn. The café also sells barista-quality coffee (Iron & Fire), ice cream (Winsbury Ice Cream), cakes, savouries, and snacks directly to walk-in visitors.
4. Alpaca and Animal Hire: Male alpacas are hired for events including weddings, corporate occasions, birthdays, stag/hen dos, and fetes. Two packages: Package 1 at £450 for 4 hours within 20 miles (theme matching included); Package 2 at £250 for 2 hours within 10 miles.
5. Animal Adoption Packages: Digital adoption packages for Highland Cows, Alpacas, and Mini Moos. Standard adoption includes a 12-month farm membership (4 visits), certificate, A4 photo, and info sheet. VIP adoption additionally includes a VIP Animal Experience with the adopted animal group. Adoption is a one-off fee valid for 12 months.
6. Farm Memberships and Annual Passes: Annual subscriptions (12 months) and monthly rolling subscriptions provide unlimited open farm visits during opening hours, 10% off café purchases, and 10% off VIP experience bookings. Annual Pass at £19.95 for one adult (4 visits in 12 months, excluding special events).
7. E-Gift Cards and Online Product Sales: E-gift cards sold via online gift shop (valid 12 months), redeemable against farm purchases. Physical products sold online with payment required before dispatch. Goods remain property of the farm until paid in full.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core offering

Frankly Farm Tours operates an Open Farm attraction and a portfolio of ticketed VIP Animal Experiences at Caughley Farm on the Willey Estate in Broseley, Shropshire. Visitors access a compact farmyard to view and interact with over 50 animals including Alpacas, Llamas, Highland Cows, Dexter Cattle, rare-breed Sheep, Pygmy Goats, Rabbits, and poultry, with add-on experiences such as Highland Cow Cuddles, Alpaca Meet & Greet, Sheep Trekking, and alpaca hire for weddings and events. The site also houses The Farmyard Cafe (opened Easter 2025) and runs the weekly Cars in the Courtyard car meet.

Product overview

Frankly Farm Tours is a family-run farm attraction and experience business based in Broseley, Shropshire. The company operates as a unified visitor attraction combining an Open Farm (walk-in animal viewing) with a portfolio of VIP Animal Experiences (ticketed animal interactions) and event hire services. The core Open Farm product offers access to over 50 animals including Alpacas, Llamas, Dexter Cattle (Mini Moos), Highland Cows, rare breed Sheep, Pygmy Goats, and small animals. VIP Experiences include Highland Cow Cuddles, Alpaca Meet & Greet, Meet the Mini Moos, Pygmy Goat Playtime, and Sheep Trekking. The business also offers Alpaca Hire for events and weddings, Animal Adoption packages, Farm Memberships, and The Farmyard Cafe (opened Easter 2025) serving food and beverages. Cars in the Courtyard is a weekly car meet sub-brand. Annual Passes and E-Gift Cards provide supplementary revenue streams. Booking is handled through Fareharbor integration.

Differentiator

Problem solved

Functional benefit

Products and services

• Open Farm Visits Ticketed walk-in farmyard access to view and interact with over 50 animals including Alpacas, Llamas, Dexter Cattle (Mini Moos), Highland Cows, rare-breed Sheep, Rabbits, Guinea Pigs, Pygmy Goats, Ducks, and Chickens. Off-peak adults £5, peak adults £8, children under 13 free.
• Highland Cow Cuddles 30-minute VIP Animal Experience priced at £35 per person (ages 18+) for up to 16 people, providing hands-on feeding, grooming, and petting of Highland Cows from a fenced corral. Includes free parking and open farm access.
• Alpaca Meet & Greet 1-hour guided experience in an open field meeting the alpaca herd and llamas, with feeding, petting, and education. Adults £18, Under 13s £11.50. Includes free parking and up to 4 hours open farm access. May be suitable for wheelchair/walker users.
• Meet the Mini Moos 1-hour VIP experience in the historic Walled Garden with Dexter Cattle (Europe's smallest cows) including feeding, petting, and grooming. For ages 13+, maximum 12 people. Includes free parking and open farm access.
• Pygmy Goat Playtime VIP experience in the paddock with male Pygmy Goats for feeding, petting, and play, including hands-on interaction with Ouessant Sheep. Priced at £25 per person, ages 13+, maximum 6 people.
• Sheep Trekking Guided walking experience with Ouessant Sheep (the world's smallest sheep breed) down country lanes near the farm, including a health and safety briefing and sheep introduction. Priced at £25 per person, ages 13+ only. Includes free parking and open farm access.
• Alpaca Events Hire Hire of male alpacas for fetes, corporate occasions, birthday parties, stag/hen dos, and club functions. Package 1: £450 for 4 hours within 20 miles with event theme matching included. Package 2: £250 for 2 hours within 10 miles with no theme matching. Two handlers provided.
• Alpaca Wedding Hire Hire of male alpacas as wedding guests, with customisable lead reins and bowties to match the wedding colour scheme. Herd of 3 male alpacas available, with involvement ranging from background feature to focal point. Booked via the Events Hire packages.
• Animal Adoption Packages Sponsorship packages available for Highland Cows, Alpacas, and Mini Moos. Standard package includes a 12-month farm membership (4 visits), adoption certificate, A4 photograph, and information sheet. VIP package additionally includes a VIP Animal Experience with the adopted animal group. Adoption is a one-off fee valid for 12 months.
• Farm Membership Annual or monthly rolling subscription providing unlimited open farm visits during opening hours, 10% off Farmyard Cafe purchases, and 10% off VIP Animal Experience bookings.
• Annual Pass Annual entry ticket allowing up to 4 visits to the farm in 12 months. Priced at £19.95 for ages 13+. Valid for use anytime except for special events.
• E-Gift Cards Digital gift cards redeemable for purchases directly using a unique code. Valid for 12 months from purchase date. Cannot be used against alpaca experiences purchased via the main site or in third-party outlets.
• Cars in the Courtyard Weekly classic car meet held every Sunday 9:30am to 11:30am. Free entry to vehicle owners; £8 charge for ages 13+ to access the farmyard. Includes access to The Farmyard Cafe and farm animals.
• Afternoon Tea Food add-on served in The Farmyard Cafe at £25 per head, including sandwiches (Chicken Mayo, Cucumber Cream Cheese, Cheese Red Onion), savouries (Pork Pie, Sausage Roll, Quiche), sweets (Scones, Jam, Clotted Cream, Strawberries, Alpaca Shortbread, Cake Selection), and Tea & Coffee. Vegetarian options available; Vegan and Gluten Free at additional cost.
• Picnic Box Food add-on option including mixed sandwiches and fruit selection, priced at £18 per box, presented in a box for enjoyment during experiences.
• The Farmyard Cafe On-site cafe in a converted barn serving barista-quality coffee from Iron & Fire, luxury ice cream and sorbets from Winsbury Ice Cream, tea, soft drinks, cakes, biscuits, crisps, donuts, tray bakes, and savoury treats. Open to walk-in visitors during farm opening hours and to attendees of Cars in the Courtyard.

Named customers1 record

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Partnerships

Five partnerships are on record, tiered core and minor.

• Willey EstatecoreOthersFrankly Farm Tours is located on the Willey Estate near Broseley, Shropshire. The farm occupies Caughley Farm, which was offered to owners John & Natalie Franklin-Hackett in Autumn 2021 when the previous occupant was moving on. Willey Estate provides the rural, heritage setting that underpins the attraction's distinctive character.
• Iron & FireminorOthersIron & Fire is a Shropshire-based premium coffee supplier whose coffee beans are used exclusively in The Farmyard Café. Their barista-quality coffee is featured as a key offering in the café.
• Winsbury Ice CreamminorOthersWinsbury Ice Cream supplies luxury ice cream and sorbets to The Farmyard Café. Their ice cream is made from milk obtained from their own herd of dairy cattle.
• Toft AlpacasminorStrategic or Co-development PartnerToft Alpacas near Rugby is where founders John & Natalie purchased their first alpaca (Stala, a white female huacaya) in 2021. Under the guidance of owners Rob and Shirley Bettinson, they learned alpaca husbandry and husbandry practices. This was the foundational relationship that enabled the founders to enter the alpaca farming business.
• Local delicatessenminorOthersA local delicatessen supplies handmade food items for The Farmyard Café's Afternoon Tea and Picnic Box add-on options served with VIP animal experiences.

Scale indicators4 records

Recent moves10 records

Expansion highlights5 records

Direct peers

• Adam Henson Cotswold Farm Park: Long-established rare-breeds farm park in Gloucestershire founded by the TV presenter. Comparable product mix: walk-in farm, animal encounters, rare breeds, educational visits, and on-site food. Directly competes for West Midlands/Cotswolds family day-trip demand.
• Odds Farm Park: Family-run farm attraction in Buckinghamshire offering animal encounters, seasonal events, and on-site catering. Comparable operating model: ticket-based admission, hands-on animal experiences, café, and birthday/event hire.
• Pennywell Farm: Devon-based farm attraction focused on small animal handling, pig racing, and family experiences. Comparable as a ticket-based farm park with VIP-style animal encounters and event programming.
• White Post Farm: Nottinghamshire family farm attraction with animal handling, small animal barn, and seasonal events. Directly comparable in scale, family-day-out positioning, and ticketed animal experiences.
• Toft Alpacas: Warwickshire alpaca breeder that trained Frankly Farm Tours' founders and sells alpaca experiences and products. Closest direct peer on the camelid-focused subset of the offering, including alpaca trekking, sales, and workshops.
• Farmer Palmer's Farm Park: Dorset family farm park featuring animal encounters, indoor play, and a deer safari. Comparable founder-led farm park with hands-on animal experiences and school-visit accreditation.
• Cattle Country: Gloucestershire farm park with animal handling, indoor and outdoor play, and event hire. Closely comparable in size and product mix to Frankly Farm Tours, serving a similar West-of-England family catchment.

Emerging players

• Dumble Farm: Newer Yorkshire farm park combining rare-breed livestock with visitor experiences, glamping, and a farm shop. Comparable emerging visitor-attraction model with rare-breed livestock emphasis.
• Charnwood Forest Alpacas: Leicestershire alpaca experiences business offering alpaca trekking, meet-and-greet, and event hire. Directly comparable to Frankly Farm Tours' core alpaca experiences with a smaller-scale, experience-only model.

Broad incumbents

• Folly Farm: Large multi-attraction park in Pembrokeshire combining farmyard, zoo, vintage funfair and play. Broader portfolio than Frankly Farm Tours but directly competes for the family farm-experience visitor segment with substantially greater scale and capex.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks7 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCdcPs9E2pnVFJDt2_C1L0pg
• Facebookfacebook.com/franklyalpacas
• Instagraminstagram.com/frankly_alpacas
• TikToktiktok.com/@franklyalpacas
• Xx.com/FranklyAlpacas
• LinkedInlinkedin.com/company/frankly-farm-tours

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Frankly Farm Tours