Farm adaptive business strategies in crisis management: COVID-19

The global COVID-19 pandemic significantly impacted businesses worldwide, with rural businesses being no exception. This study examines the effects of the global crisis on upland farmers in England. It builds on the under-researched area of constrained rural entrepreneurship. Institutional theory is applied as a theoretical lens to understand how crisis events shape the constrained institutional contexts in which farm businesses strategically navigate. Using a qualitative, multiple case study approach, we explore how different farmers, traditionalist and entrepreneurial, have strategically responded to the aftermath of crisis-influenced constraints. Our findings highlight the importance of business strategy—particularly farm diversification—in helping farmers navigate these challenges. We provide a conceptual framework, the Farm Crisis Adaptation Framework, (FCAF) that theorizes farmer adaptation strategies in response to crisis situations. Our findings indicate a greater needed for rural policymakers to help develop the strategic entrepreneurship skillsets of farmers—helping farmers to future-proof their businesses against uncertainties. Moreover, investment is needed in the local and regional economy, establishing a conducive environment supportive of farm development strategies. •Constrained entrepreneurship in UK agriculture.•UK farmers are facing increasing exogenous constraints.•Uncertainty in UK farming sector.•Farmers use a variety of adaptive business strategies to respond to external business threats.•Heterogeneity of farmer responses to on-going shifting contexts.