UK Lavender Farm Installs Wi-Fi Boosters to Accommodate Influencer Demand

Castle Farm in Shoreham, Kent, has installed Wi-Fi broadband signal boosters throughout its 100 acres of lavender fields to manage the influx of visitors, particularly social media influencers. The farm, which opens to the public annually in June and July, has seen guests travel from numerous countries to capture photographs against the vibrant purple landscape.

Lorna Roberts, who manages the farm with her family, noted that the farm now records visitors from up to 56 countries in a single day. "A lot of people were always complaining that they didn’t have good signal so we ended up putting up the guest Wi-Fi which is very much used at this time of year," Roberts stated. "We have Wi-Fi boosters out in the field now that people can sign on to which they ultimately end up using to upload their social posts or send photos to friends."

The family has operated the farm for generations, but began cultivating lavender approximately 25 years ago with the initial goal of producing essential oils for the wellness industry. Today, the farm boasts around 100 acres of lavender, with an estimated 80,000 plants in the picnic field alone, and offers guided tours and walks.

Visitors, some of whom fly in from countries like Australia, Argentina, and New Zealand, include gardening enthusiasts interested in learning about lavender cultivation, but Roberts identifies influencers as a primary customer base. She recalled that when the lavender was first planted, platforms like Instagram and the trend of selfies did not exist. The farm's strategy has evolved to accommodate these modern visitor demands.

The lavender season is expected to extend longer this year due to a late bloom caused by frost in mid-May, potentially lasting until the school holidays. Roberts highlighted the sensory experience of the fields, noting the distinct aromas of different lavender varieties, which are also used in oils, food, and drinks. She also mentioned that many visitors return annually, drawn by nostalgic connections to their grandmothers or a general appreciation for family-run farms.

Given the popularity, especially on weekends, and the frequent sell-outs, Roberts advises visitors to pre-book tickets. The farm's unique attraction lies in its ability to provide a tranquil, picturesque setting that appeals to a global audience seeking both natural beauty and digital connectivity.