BBC Countryfile presenter and farmer Adam Henson will officially open Cornwall Farmers’ new look store at Ludgvan next week.
Adam, who runs a rare breeds farm in the Cotswolds and is a familiar face to Countryfile’s 6m viewers, will be in store from 11 am to meet customers.
The store – which sells everything from tea towels to tractors – will operate under the new name Patch & Acre Country Store from next Thursday.
Patch & Acre Country Stores is the new retail brand of Cornwall Farmers, developed by a design and branding agency as part of a £2.3 million investment by the farmer-owned co-operative to grow the business.
Adam said: “It's an inspired response to the changing needs of the rural economy - providing farming professionals with an improved offer and making authentic products and expert services available to everyone who loves country living.”
Following the opening, Adam will be talking with children from Ludgvan Community Primary School about farming and there will be a number of rare breed animals on show, including piglets, cows and a prize bull.
Adam will also be on hand to meet with customers and sign copies of his book, which will be available to buy from the store.
The new name is intended to attract customers from outside the purely farming community.
Cornwall Farmers’ has a 93-year heritage of serving rural communities and wants to be seen as more than just a farming store.
The new-look store has been divided into zones for The Farm, The Stable, Country Life, Farmhouse, Pet Life and Garden.
Simon Birch, chief executive of Cornwall Farmers, said: “Patch & Acre has been developed to provide everything that anyone with a passion for the countryside needs – whether they own a patch of garden or acres of farmland.
“Adam is a champion of the countryside and we are delighted that he will be opening our new Patch & Acre store. We are introducing an exciting range of new products and services, carefully selected by our team of experts to be fit for country living, and we are sourcing as many products as possible from local suppliers.”
As well as the new Patch & Acre concept, which will be rolled out across selected Cornwall Farmers’ stores in the coming months, the co-operative will be investing in new IT systems and staff training.
The investment is being supported with £920,000 from the Cornwall and Isles of Scilly Local Enterprise Partnership’s Business Catalyst Fund, which exists to help eligible businesses improve productivity and create jobs and is funded by the Government’s Regional Growth Fund.
Cornwall Farmers employs around 200 staff and has the biggest network of country stores in Cornwall and Devon with outlets in Penzance, Helston, Truro, Wadebridge, Liskeard, Otterham, Launceston, Tavistock, Hatherleigh, Bideford, Kingsbridge and Dartington.
The Lugvan store will be running a series of Christmas themed weekends throughout December, including a visit from Santa and real reindeer.