Three Generations of Dairy Innovation

On a cold Cheshire morning, after the first snowfall of the year, the Browns’ farmhouse hums with activity. Three generations gather around the table, chatting with their Cogent Genetics Consultant, James Wilson. Patriarch Ray and his eldest son, Adam, are en route to London to join the farmers’ protest at Parliament, while Jill, Ray’s wife, ensures the group is well-fed with hot drinks and homemade cake. Youngest son Ryan and his wife Becky juggle the conversation with caring for their lively toddler, Maisie.

This is the heart of Bidlea Dairy: a family that blends tradition with innovation, deeply connected to their land, their animals, and their community.

From Orchard to Dairy Enterprise

The Browns' story begins in 1961 when Ryan’s grandfather purchased what was then an orchard. For ten years, the family cultivated fruit before gradually transitioning to dairy farming. Today, only the name Orchard Farm hints at these humble beginnings. The farm is now home to 300 milking cows and 370 youngstock, grazing for nine months of the year and producing around 9000 kilograms of milk daily. Ray has always been interested in pedigrees and the Bidlea Holstein-Fresian cows have won both national and European awards.

Ryan oversees farming operations alongside his wife Becky, while Adam and his wife—also named Becky—manage processing and sales. Their sister Mel pitches in wherever needed, embodying the family’s collaborative spirit. Reflecting on their working relationship, Ryan says, "Adam and myself get on really well as brothers. But it’s so much better now. To work together, we used to…” He trails off, hinting at past challenges now overcome.

The Browns' extended family also plays a role, with aunts, uncles, and cousins contributing to various aspects of the business. This shared effort reflects the all-hands-on-deck approach that has defined Bidlea for three generations.

Community and family remain central to Bidlea Dairy’s ethos. Their slogan, "From our family to yours," captures their commitment to supporting others. Ray has always championed the local village, a value that proved vital when the farm diversified, and the community rallied around them.

Innovation Born of Challenge

In 2017, plummeting milk prices pushed the Browns to think differently. Adam, known for his entrepreneurial spirit, explored numerous ideas, from anaerobic digestion (AD) plants to wedding venues. Eventually, they settled on bottling their milk, starting with a vending machine and expanding into a thriving dairy enterprise.

The journey, however, wasn’t without sacrifices. As Ryan recalls, “We ended up having to sell the tractors to pay for it. We had to sell some land... It was definitely a bigger project than we thought it was going to be. Luckily, we had a lot of support behind us with family. Everyone was helping... We just had to stick together and push on through, really. When you get to that stage, you almost feel like saying, ‘I told you this was a bad idea,’ but you’ve got to be stronger than ever.”

When the pandemic struck, the Browns faced new challenges. “Because we couldn’t sell the cream, we had to think of something else to do with it,” Becky recalls. Their leap into ice cream production proved transformative, with demand soaring as locals embraced their farm shop, honesty box, and delivery service.

Today, Bidlea Dairy processes 75% of its milk for products sold locally, with the remainder going to County Milk Products. The cows are milked twice a day, and the milk is processed three times a week. The early morning rhythm of processing milk at 6am and bottling by 8am ensures that customers receive the freshest possible products.

Their café and shop serve local produce, from eggs and cheese to coffee and ice cream. Their delivery service operates three times weekly, with four rounds making 15-20 drops each. Working with approximately 100 suppliers for their milk and ice cream offerings, Bidlea has become deeply woven into the fabric of the local community.

Modern Farming Meets Timeless Values

The Brown’s partnership with Cogent has been transformative, but not in a clinical, corporate sense. It's been about modernising their operations while improving the health and productivity of their herd in a way that matters to a family deeply connected to their animals. PrecisionCOW technology, powered by the Nedap system, has improved their herd management, particularly in detecting heats and monitoring cow health.

“The main reason we looked at doing the collars was to improve the preg rate and heat detection,” Ryan says. “But the rumination and inactivity monitoring have, hands down, paid for themselves. I wouldn’t be without it now.”

The numbers tell a compelling story:

• Calving intervals have dropped from 417 to 393 days
• Days to next pregnancy have decreased from 153 to 109
• Average days to first service have improved from 97 to 76, even reaching as low as 66
• Average days to first heat have fallen from 97 to 73

With 4M Ultraplus sexed semen’s high conception rates, the Browns have been able to be more selective in their breeding programme and maintaining high fertility rates. PrecisionCOW’s accuracy in heat detection has been crucial to this success, ensuring optimal timing for insemination and higher conception rates.

Ryan particularly values the system's ability to flag potential health issues before they become visible, allowing for earlier intervention and better outcomes. “I found two E. coli cows in the first month” James remembers him telling him enthusiastically after the installation of the collars. “They work throughout the whole lactation” Becky adds, “We've had the odd dry cow that's gone down with mastitis, and you'd never have known unless you looked at the rumination completely gone on her.”

The technology has also provided an invaluable training tool for the young team working on the farm. “They’re picking up on things because they see what we're pulling in and can visually connect it to what’s happening,” Becky notes. The real-time data helps newer staff members understand cow behaviour and develop their stockmanship skills more quickly.

Starting each day with a review of the PrecisionCOW dashboard, highlights any cows needing attention and helps prioritise the day's tasks. This systematic approach has not only improved herd health but has also made the farm's daily operations more efficient and focused.

More Than Just Business

The kitchen table scene on this snowy morning tells you everything you need to know about the Browns' relationship with Cogent. As Denis Carey, Cogent Precision Product Manager, and James join the family discussion, it’s clear this is more than a routine business meeting. The easy conversation flows from dairy genetics to family news, punctuated by little Maisie showing off her drawings.

“I remember when James turned up, and he just had a really nice way and about him.” Jill reminisces “We’ve known Denis for a long time, when we went to his wedding, so I guess he is a nice fellow as well.” She teases.

The relationship spans multiple aspects of the farm's operations, from breeding decisions to technological implementation. When the Browns were considering the PrecisionCOW system, it wasn't just about the technology - it was about having a team they could trust to support them through the transition.

A Vision for the Future

Each generation of Browns has added their own chapter to Bidlea’s story, blending innovation with tradition. Plans are underway to expand their ice cream production and put up a new purpose-built shed for their youngstock. “With the higher conception rates of sexed semen and cows getting in calf quicker thanks to the Nedap system, it’s a bit bedlam with calves right now,” Becky laughs. “Having them all under one roof will make things much easier.”

Looking further ahead, Ray dreams of a milking robot near the café, where visitors can watch their milk being produced first-hand. “We’ve already started picking robot-friendly bulls,” James adds, as Ryan explains how this innovation could deepen the farm’s connection with the community.

As for the next generation, there’s no pressure to follow in their parents’ footsteps. “They’re not going to be forced into this,” Becky says, watching Maisie pet a calf. “But our two are massive animal lovers. I’d be very surprised if they don’t do something animal related.”

From Our Family to Yours

Bidlea Dairy’s journey from orchard beginnings to a thriving dairy enterprise reflects the resilience and determination of three generations. Through challenges and change, the Browns have stayed true to their roots: innovation, family, and community. Their story continues, one generation—and one dream—at a time.