THE FARMERS CLUB PINNACLE AWARDS 2025
HARPER ADAMS UNIVERSITY student Jessica Dook has scooped the 2025 Farmers Club Pinnacle Award for farm business management. Sponsored by the Cave Foundation and run with consultancy firm ADAS this prestigious competition drew entries from colleges and universities across the United Kingdom.
The overall winner was Jessica Dook from Harper Adams University, with Ben James from Aberystwyth University second, and Maisie Rodgers also from Harper Adams third.
Celebrating its 28th year the competition seeks to identify young people destined to lead rural businesses in the future, an ambition first realised by awards instigator and 1997 Club Chairman, Roy Walker, nephew of the late Wilfrid Cave.
The 2025 Judges were keen to see detailed plans that would help farms diversify for the future. A firm grasp of the key principles of business planning, finance, cashflow and sensitivity analysis was essential.
Professor Nigel Scollan, Chair of the judging panel, commended the finalists for their dedication and commitment. Their efforts were scrutinised by a judging panel of ADAS Technical Director Business Management James Dunn, Farmers Club Chairman, Karen Mercer, and ADAS Agri Business Consultant James Drysdale.
The interviews, presentations, awards ceremony and celebration dinner were all held in the Club’s Farmers Suite overlooking the River Thames in the heart of London.
The keenly contested competition saw ADAS sift a long list of entrants to generate a shortlist of eight for interview in the Club. Key criteria for judging day was the ability to write a report concisely, a determination to defend it, clear presentation style, strong communication skills, a good degree of common sense, an understanding of the realities of the agricultural environment, and self-confidence.
The finalists were energised by Claire Taylor, founder of Agvocacy Consulting, who provided an outstanding speech on the challenges and opportunities of making a career in the agricultural sector.
After the formalities the finalists, judges, family, friends and tutors enjoyed a fine celebration dinner.
A summary of the three Awards is as follows:-
Pinnacle Gold & Presentation of the Nickerson Cup, £2000
Jessica Dook, Harper Adams University – Gold Award Winner
A comprehensive and detailed business appraisal, for a farm based on the Staffordshire border, proposing the retention of the arable enterprise, an expansion of the sheep flock, and introduction of a beef finishing system following the dispersal of the existing dairy herd. The appraisal clearly followed the client’s instruction and targeted their objectives for the business. An intention to maximise profitability and sustainability of the business was evident.
The proposed enterprises utilise existing farm infrastructure and relevant environmental schemes such as the Sustainable Farming Incentive, which was still open at the time the appraisal was completed.
Detailed financial analysis and use of key business management tools demonstrated the viability and potential profitability of the business with an expected position of cash surplus being shown.
Pinnacle Silver, £1000
Ben James, Aberystwyth University – Silver Award Winner
A detailed business appraisal for a farm in Cornwall assessing the viability for a potential tenant to take on the tenancy and establish a dairy farming business.
A spring block calving herd of 180 Kiwi-cross cows, yielding 5,000 litres annually, was proposed. Although livestock acquisition was stagger and machinery requirements were kept to a minimum, the proposed business required significant capital invested and working capital totalling over £600,000.
The report sought to balance financial viability, environmental compliance, and efficient resource use. Critical thinking was demonstrated within the report, reaching a final recommendation that the proposed business plan was not financially viable in the scenario given. This was supported with detailed financial analysis demonstrating a clear understanding of the subject matter and key business management techniques.
Pinnacle Bronze, £600
Maisie Rodgers, Harper Adams University – Bronze Award Winner
A detailed appraisal for a diversification at a farm near Doncaster that investigated the viability of plans to converting an unused semi-detached property into a holiday rental property. Positioned between Doncaster and Sheffield, the property targets families, older guests, and those with mobility challenges. Renovation costs were estimated at circa £130,000 and proposed to be financed through a 10-year loan.
The report demonstrated extensive and detailed market research. Occupancy rates were modest but well justified and in line with the market research. The project’s financial analysis and forecasting was detailed, accurate and realistic. Critical and evidence-based thinking was demonstrated throughout, concluding that the overall risk made the diversification un-feasible in its current form.
The runners up were:
George King, University of Nottingham
Henry Dunn, Royal Agricultural University
Gweno Jarman, Aberystwyth University
Alice Joyner, University Centre Somerset
Liam Arscott, University Centre Somerset
All finalists receive one-year free Club membership