TGt Meets: Sandra Palmer-Snellin from Farmer Palmers - IWD

Wednesday 8th March is International Women’s Day, and we here at Total Guide are celebrating the occasion with a range of interviews. We put Sandra Palmer-Snellin, the Director at Farmer Palmers, under the spotlight...

Tell us a bit about yourself …

Hi, I’m Sandra, I’ll be 60 this year and my cup is always half full. As all women, we are complicated, curious creatures who love to be respected.

I am a woman of full curves, but my body keeps up with my zest for life! Bit of a workaholic driven by a strong work ethic but I love it. Shall we throw in always smiling, bubbly, conscientious, humble and driven. When I come into the office buzzing with 20 new ideas I recognise I can also hard to keep up with.

I love the people around me with a sense of loyal devotion and if I can, nothing is too much trouble. I am brave, not afraid of making bold decisions and having difficult conversations. On the flip side I love to coach and share my knowledge.

Having grown up on the family farm I have been horse riding for years, seen calves born, paddled in river and developed a great immune system from playing in the mud.

A chance conversation at the local garage turned into the opportunity of work at the age of 13. It taught me so much and we now offer employment to teenagers at the Farm to give them the same opportunities.

Tell us about your business

Farmer Palmers Farm Park was designed for children 8 years and under, 26 years ago this year. Our family farm has evolved into a beloved community landmark in Dorset, alongside my brother, transformed their agricultural home into a thriving family-friendly attraction that prioritizes safety, education, and fun for thousands.

Our farm park has so many ingredients to delight as a child develops and ticks off those milestones which are so important in growing up. Indoor and outdoor opportunities for children to play and learn. Cute animal encounters from guinea pigs to deer and cows. Tranquil walks and relaxation. Proper homecooked food to refuel families. It is all about your mini me or VIP who has their first ride behind a tractor, first visit to Father Christmas.

We try to think of everything you will need. From spare clothes to low sinks and toilet training toilet seats. And if we haven’t thought of it we are always listening and available to hear what you need. I am really, really proud of that.

What do you love most about your job?

Who wouldn’t want to come to work seeing green fields, breath fresh air, and be able to generate positivity. Every day is different, and we have the opportunity to enrich children’s lives and make a really positive contribution to the community. Making everlasting memories as they grow up here as their 2nd home.

I adore being creative and delivering excellent customer service. Marketing and finance rock my boat! One cannot exist without the other. Identifying new projects and working with our amazing team to deliver whilst sharing my years of experience ticks all the boxes.

My strong work ethic, commitment to excellence, and supporting team welfare encapsulates the core values of Farmer Palmers. We are trying to make a difference every day.

What Is your proudest achievement?

Where do I begin, sorry cannot choose one. I am grateful for all the diverse opportunities I have grabbed with both hands and run with during my life and believe those opportunities are there for all.

Personally: I spent 18 months travelling in Africa alone and rode the white-water rapids of the Zambezi. Raised money for MENCAP on a charity bike ride in Egypt.

Happily married to John for 23 years. Giving birth and guiding our children, James and Pippa, to see them grow up into two amazing, well-adjusted young people. And a huge thanks to James and Letitia who have now given me the title of Nannie!

Business: Creating the household name that is Farmer Palmer’s and cherishing the reputation for quality which is so important to me. Whenever we win awards, it is about the collective effort and support of the wonderful families that visit us.

This year’s IWD theme is ‘Inspire Inclusion’ – what does this mean to you?

Mmm – Self-belief that you are important. Confident that as a woman you are constantly developing as a person and can forge your own path in life.

We all have something to give and can develop ourselves to have the skills to do a great job and contribute with love and support within a team. Men and women may be made differently but our brains and emotions are the tools we can use to forge forward or let them hold us back.

In my experience, seeing mum stay at home to raise us and support a farming father that was always out working inspired me not to be that woman. I called work to say I would not be in on the day my contractions started with my first child. Back to work within weeks with both, a tribute to women’s ability to multitask on a supersonic level.

It all starts in the home then at school. Our world is changing in language and support to ensure the youth of today can be included in everything which is then up to the individual to

• Find out what they like,
• Who they are and
• What motivates them with energy to get up each day and face challenges life will set them.

That, in my experience, leads to empowerment from within. Not relying on others to tell you if you fit their version of you.

When I do talks to schools, especially girls schools, I finish the talk reminding them that they potentially have everything to take on the world, and never let anyone tell you any different.

What are the biggest challenges you have faced in your career?

We thought it was farming threats like Blue Tongue or Avian Bird Flu but that was nothing compared with COVID.

Telling the team we were furloughing everyone in March 20. Phoning unbelieving parents that we had to cancel their childrens birthday parties and closing for an undetermined time.I have to say, looking back, I enjoyed working out how redesign the Farm Park to welcome visitors in a socially distanced way – That developed my collaboration with other business leaders, skills, innovation, creativity to deliver. The result was an inner resilience that I had never flexed before, giving us growth and change out of a stressful and challenging situation.

How do you balance your business and personal life?

Well those who know me well will say “She doesn’t do that very well”: ) Like so many women I feel my place is to help others. I am passionate about my role in Farmer Palmers. I support my husband’s dog chew business Staglers. A couple of years ago I helped design, set up and support my son’s private cheffing business ChefJPS, in addition to his White Pepper Chef Academy teaching role.

Beekeeping give me the relaxation and buzz that I need to switch off. Looking into a hive of 50,000 workers with a hive mind resonates with me. It is complicated, learning new things, satisfying my desire to know and understand. Yes I have been stung when careless, a sharp reminder to get it right. If I get it right there may be some honey as my reward.

So I joined the East Dorset Beekeeping Committee and do their press and marketing taking the Facebook page from a few to worldwide. Yippee, there is that marketing again. “So why take on Chair as well” said my husband.

I work hard and love to be able to go on holiday. Swimming make me feel connected to the planet. Our two dogs and a cat and a pony to look after keeps me grounded. Reading helps me sleep well and delegating helps me have sustainable workload.

As the word retire is bandied around, imagining what that looks like will involve learning about a new level of work, life balance. Being 60 – 70 should be fun, active, and party while I still can. Watch this space!

Which women inspire you the most?

I am all about real women who focus on the people around them rather than what they look like in a mirror. That said, I adore Dolly Parton, the greatest female country singer of all time.

Growing up in extreme poverty in the Smoky Mountains she broke free and conquered the work with the words “you are only poor if you choose to be” in her ears from her wonderful mother.

She had her own mind when all in industry told her to do this or that.

She refused Colonel Tom Parker who demanded 50% of the rights to “I will always love you “for Elvis Presley. She holds onto the rights to all her songs, smart business move.

She dresses as she chooses and even today is not dressing as the stereotypical 78 yr old proving age is no boundary. Dollywood entertains and shares part of her life with everyone.

She has created a path to be able to give back generously.

• Donating to seek a cure for Covid,
• Dolly Parton’s company pays 100% tuition for employees to attend college.
• Set up Dollywood Foundation
• Set up Dolly Parton’s Imagination Library for book-gifting that distributes 1 million books a month worldwide.

She inspires children to follow their dreams and overcome obstacles.

What advice would you give to a woman starting her own business?

My advice will be learn all you can from organisations and others who have been there and done it. The highs and the lows. All are crucial to honing the business you have. Create a network around you who have your best interest at heart and can point you in the right direction. Dorset Growth Hub, Dorset Chamber, Federation of Small Business and Students are often keen to gain valuable volunteering experience which can be brilliant at events etc.

Don’t expect yourself to be able to do it all, it just leads to burn out. Learn to prioritise on the important and not the shiney.

The hardest part of balancing the plates that are spinning is to be able to step away from the coal face. Go for a walk and let your brain help you as this is when it brings the illuminating great ideas and answers to the surface. Good Luck.

https://www.farmerpalmers.co.uk/