Declining real farm income, increased development, and loss of government agricultural programs have created pressure for smaller-scale farms to enhance farm income, often through diversification into agritourism. This study examines farm shops as a farm diversification strategy by investigating farm shop managers as entrepreneurs and highlighting the strategies and skills required for success through interviews with farm shop owners in the UK. Results of the qualitative analysis show that agricultural entrepreneurs must create a unique identity or brand for their operation, build networks, develop knowledge and talent, and build business acumen in order to creatively overcome obstacles and manage diverse operations.