Nominee Summary
Aberdeenshire Highland Beef, led by Grace Noble, offers a unique agritourism experience in the heart of Royal Deeside. Visitors meet iconic Highland cattle, enjoy farm-to-fork Highland beef burger lunches, and hear captivating stories of farming life and royal connections. With over 12,000 visitors annually, including international farmers and cruise guests, Grace’s tours blend education, sustainability, and hospitality. Her immersive experiences, featured on BBC’s Countryfile, have helped grow Deeside’s tourism offering while supporting local food and craft producers. Grace’s innovation and authenticity make Aberdeenshire Highland Beef a standout example of rural tourism done right.
What makes your nominee stand out?
Aberdeenshire Highland Beef offers a tourism experience like no other — blending authentic Scottish farming with storytelling, heritage, and hospitality. Visitors don’t just see Highland cattle; they meet them, learn their names, hear their stories, and understand their role in sustainable agriculture. Grace Noble, the founder, is the heart of the experience — sharing tales of morning coffee with King Charles, sourcing cattle from Balmoral, and building a business from scratch. The tours are intimate, educational, and deeply personal. Guests leave with a deeper appreciation for farming, food provenance, and rural life. The cattle themselves are stars — featured in media, weddings, and even the 2026 “We Love Kilts” calendar — adding a touch of celebrity to every visit. Grace’s approach is immersive and inclusive. She welcomes over 12,000 visitors annually, from cruise tourists to school groups, and offers tailored experiences like lambing days and women-only shearing events. Her collaboration with VisitScotland, Aberdeen Harbour Board, and the National Trust for Scotland has helped spotlight the region as a must-visit destination. The tours have become a draw for farmers from across the globe who visit to learn from Grace’s approach to sustainable farming and rural tourism. Her appearance on BBC’s Countryfile brought national attention, and the business continues to receive informal media recognition through social media and tourism platforms, where visitors frequently share their experiences and praise the authenticity of the tours.
Changes that have been implemented
Grace's business has evolved significantly in response to growing visitor demand, changing tourism trends, and a deepening commitment to sustainability. Grace has expanded the tour season and introduced new formats — including supper clubs in collaboration with Meldrum House Hotel — offering guests a farm-to-fork dining experience in a unique rural setting. She has also diversified the retail offering to include local crafts and wool products made by other Scottish farmers, enhancing the visitor experience while supporting fellow rural enterprises. Infrastructure improvements have made the farm more accessible to larger, more diverse groups, while preserving the intimate, personal feel that defines the tours. Digital booking systems and enhanced social media engagement have streamlined visitor management and broadened the business’s reach. The educational content of the tours has also been enriched, with a stronger focus on sustainability, food security, and ethical farming — topics increasingly important to today’s travellers. A major development has been the farm’s participation in the Agri-Environment Climate Scheme, which introduced new conservation-focused practices. These include habitat creation for vulnerable species such as lapwing and curlew, hedgerow planting, and water margin protection. These visible environmental enhancements are now part of the visitor experience, helping guests understand the farm’s role in biodiversity and climate resilience. What began as a niche offering has grown into a major tourism enterprise — attracting thousands annually and contributing to the local economy. Grace’s ability to innovate while staying true to her values makes Aberdeenshire Highland Beef a model for rural tourism in Scotland.
Overcoming challenges
Aberdeenshire Highland Beef has faced and overcome a range of challenges with remarkable resilience. The COVID-19 pandemic brought tourism to a halt, but Grace Noble adapted quickly — maintaining customer engagement through online storytelling, direct beef sales, and virtual outreach. As restrictions lifted, she reimagined the visitor experience to meet new safety standards while preserving its charm and authenticity. More recently, the business has navigated rising operational costs due to the war in Ukraine, Brexit-related trade uncertainties, and the ongoing cost-of-living crisis. Grace responded by diversifying income streams — launching farm supper clubs in partnership with Meldrum House Hotel, selling local crafts, and expanding her direct-to-consumer beef sales. These innovations not only sustained the business but enriched the visitor offering and deepened community ties. Climate change has also posed challenges, from unpredictable weather patterns to shifting visitor expectations. Grace has responded by promoting low-impact tourism, encouraging local travel, and educating guests on sustainable farming practices. Her participation in Agri-Environment Climate Schemes has further reinforced the farm’s environmental credentials. Grace has also expanded Deeside’s tourism offering by creating a unique farm-based experience that appeals to both local and international visitors. Her tours now include Highland beef burger lunches, offering a true taste of the farm’s produce and reinforcing the farm-to-fork ethos. The business has become a model of rural resilience — not only surviving but thriving through innovation, adaptability, and a deep commitment to people, place, and planet.
