AN ICONIC Lake District farm has become the latest to sell its wares direct to the public to secure a future on the fells, reports Jennie Dennett.

Backed by the National Trust as well as regeneration programmes Leader + and Distinctly Cumbrian, Coniston's Yew Tree Farm launched its Heritage Meats box scheme this week.

Discerning diners can order hampers of Herdwick lamb and Belted Galloway beef in fleece-insulated boxes from the picturesque farm that is one of the most photographed in the Lakes.

National Trust tenant farmers Jon and Caroline Watson are behind the initiative which adds to their existing teashop and B&B operation that already brings visitors into the oak-panelled farmhouse.

In the vein of been there, done that, bought the T-shirt' they hope their visitors will stop by, drink in the views with their tea then help to protect the landscape they admire by snapping-up a hamper.

"With the changes to the Common Agricultural Policy we felt we couldn't make enough from the farm alone, we needed to add value to our animals," said Mrs Watson.

Many farmers are flocking down the direct selling route as a means to get a better farmgate price and survive shrinking subsidies. The trust already backs a similar mail order scheme called Lakeland Herdwick Direct with the Herdwick Sheep Breeders' Association.

But Trust Herdwick Project Officer David Townsend who has helped the Watson's set-up their scheme believes there is still scope for more, as long as the farms are not too remote and can generate a high profile.

The 500-acre Yew Tree Farm certainly ticks all those boxes: it is firmly on the beaten track, brings in visitors through its B&B and boasts Beatrix Potter connections. The children's author established the farm's tea shop which still has her original furniture in it.

A similar scheme called Borrowdale Herdwick is doing a roaring trade. Some 565 lambs were sold between 2003 and 2004 the farm's entire crop plus another 200 from the farm's neighbours.

Mrs Watson said: "I think there's room for us. There's a limited supply of Herdwicks and they can only come from the Lakes. We believe it's the best sheep meat in Britain it has a fantastic flavour and is high in beneficial omega fats."

Their initiative also boasts an extremely short farmgate-to-plate chain. Thanks to grant support, the couple have managed to hide a refrigerated white room in one of their listed barns.

After slaughter at Airey's Abattoir at High Newton, their animals can come back for hanging for 21 days on the farm and then be cut by the Watsons who have just completed a butchery course. The hampers costing from £60 to £90 can also include Hawkshead relishes and the farm's chocolate fudge slices.

In addition, the scheme boasts environmental merit with the addition of Belted Galloway cattle. The lighter breed does not rip up the ground and is being used as part of an Environmentally Sensitive Area agreement at the Tarn Hows beauty spot. The Watson's 12 Belties should keep the bracken down with their grazing and encourage the return of heathers.

Tiffany Hunt, the National Trust's regional director, applauded the Watsons' initiative and was quick to refute suggestions that the scheme was backed to detract from bad publicity over the trust's unpopular decision to split-up neighbouring High Yewdale farm.

"This has been long-planned, it's very much the initiative of Jon and Caroline Watson and it's also very much part of how Beatrix Potter herself would have seen the diversification of the farm, she created the tearooms herself, she recognised all those years ago that a farm like this one needed some form of diversification to get that income. "