Rural Resilience - reflections from William Fry

There is much to unpack, but this is welcome news, and these reforms present significant opportunities for those seeking to bring forward high-quality development in the countr

yside. I would encourage you to read James Ellis’ appraisal of the proposals and consider the opportunities they may unlock.

Following an Autumn Budget that introduced further challenges for estates, farms, rural enterprises, and family businesses, these changes are particularly welcome and could prove game-changing for the rural economy. That optimism has been hard won after a demanding year grappling with tax changes, reductions in farm payments, and higher operating costs. For many, attention has been focused on tax planning, succession and legal matters, with development projects paused while families and businesses navigate a changing landscape, as Sally Ormiston highlighted in her article for Land & Business earlier this year.

The area we have seen the most activity in is housing. With the Government reaffirming its ambition to deliver 1.5 million homes, and local authorities actively seeking land to meet new targets, we have been supporting landowners and developers across the country to bring forward rural housing schemes. This has included navigating policy changes, re-examining dormant sites, and identifying new opportunities. Many responded to our call for proactivity, with hundreds joining our webinar series outlining the opportunities.

In response, we have expanded our strategic land promotion offering, working on schemes ranging from 50-unit developments to major placemaking projects of more than 1,000 homes across Derbyshire, Cornwall, Yorkshire, and Northumberland. We secured our first successful Grey Belt application, achieved appeal wins, and received strong feedback on promoted strategic sites.

This breadth of work allowed us to deploy our full range of planning and design expertise during a period of rapid change. We welcomed new planners, launched a dedicated Landscape service line, and appointed Alexander McDow, a new Director of Architecture, extending our presence in the South.

Confidence began to return in the second half of the year. Clients have become re-energised around diversification, exploring income streams from natural capital and renewable energy, alongside leisure, hospitality, sports, and commercial development. Our ability to mobilise expertise quickly and apply insight for successful rural enterprises has been in high demand.

We continue to work with estates on long-term strategies and whole-estate plans. As external pressures increase, this strategic approach is more important than ever, helping estates balance heritage and environmental stewardship with progress and value creation. Supporting clients to articulate future ambitions – across farming, commercial, community, and environmental objectives, remains a core specialism.

Creating new exceptional country homes is a fascinating area of our work and we are delighted to be considered among the top practices in the country for the planning and design of the next generation of country houses. From award shortlists to planning consents, our country homes portfolio continues to grow with sustainable and contemporary homes alongside remodelling heritage and historic homes for modern living.

A major milestone for Rural Solutions this year was joining the Celnor Group. This is an exciting step in our journey. Rob Hindle and I will continue to lead the business into its next chapter, we retain our entrepreneurial culture, team and autonomy, while gaining access to additional resources to support sustained growth.

Looking ahead to 2026

Further liberalisation of the planning system and growing demand for housing, renewables, natural capital, and countryside experiences will shape the sector. As farming’s role in income generation remains under pressure, diversification will require sharper commercial thinking. We expect to see increased international interest in the UK market, creating opportunities for innovative partnerships and experiences rooted in wellness and nature.

After 25 years in the rural sector, I am continually struck by its resilience. Our focus remains simple – employing great people, blending technical expertise with strategic and creative thinking, and bringing deep understanding to an industry too often viewed through an urban lens. This approach enables us to secure consents and deliver projects others consider impossible, and I am immensely proud of our team and the results we help our clients to achieve.

Wishing you all a Happy Christmas and a positive, forward-looking start to 2026!

William Fry

Managing Director