Farm Installs Wi-Fi Boosters Amid Influx of Social Media Influencers

Castle Farm, a picturesque estate in Shoreham, Kent, has installed Wi-Fi broadband signal boosters throughout its lavender fields to manage the high volume of visitors, particularly social media influencers, seeking to upload photos. The 100-acre farm opens annually in June and July for public visits, offering walks, picnics, and photography opportunities.

Lorna Roberts, who manages the farm with her family, explained that the scenic purple landscape has become a sought-after backdrop for social media content. "It is quite breathtaking. The backdrop and the colour is just so impressive. It is like a corduroy of purple across the valley. It is the perfect backdrop for people's photos," Roberts said. She added that some visitors had complained about the lack of mobile signal, prompting the farm to improve its Wi-Fi coverage.

The farm, which has been in the Roberts family for generations, began planting lavender 25 years ago with the aim of producing essential oils for the wellness industry. Today, the farm cultivates approximately 100 acres of lavender, with 80,000 plants in the main picnic field alone, and offers guided tours.

The lavender fields attract visitors from around the world, with a chalkboard at the entrance tracking visitors from 56 countries in a single day. While many visitors are gardening enthusiasts interested in lavender cultivation, Roberts noted that influencers represent their primary customer base. "When we planted it back then it was purely to get into the wellness industry. There wasn't Instagram, there wasn't selfies, there was none of that around," she recalled, reflecting on the unexpected popularity of the fields for social media sharing.

Roberts highlighted the farm's historical roots, noting that her great-great grandfather brought cattle from Scotland. The family transitioned to planting lavender with the intention of entering the wellness market, a move that has since evolved with the rise of social media. "My parents definitely didn't expect this, but with the new generation coming through we were able to guide them with what we thought would be best for the fields," Roberts stated.

The farm utilizes its lavender for essential oils, as well as in food and drink products. Roberts described the scent of the lavender as a significant draw, evoking memories and feelings for visitors. "They smell amazing this time of year. It brings back a lot of memories and feelings for people. A lot of people will visit year on year because it reminds them of their grandmother," she said.

Due to a late bloom caused by a frost in mid-May, the current lavender season is expected to extend longer than usual, potentially lasting until the school holidays. The farm experiences peak visitor numbers on weekends, and pre-booking tickets is recommended due to frequent sell-outs. "It is very much a family business, it is nice to be a part of it. I think a lot of people like visiting family farms that have come down through the generations," Roberts added.

Roberts described the scene as "a corduroy of purple across the valley" and noted its appeal as a perfect photo backdrop. The farm's commitment to family legacy is evident, with the business continuing through generations.