Martin & Rachel Soble set up their organic farm, Carey Organic, in 2004 with top fruit, soft fruit and vegetables on 70 acres of good quality sloping land on the banks of the River Wye. Over the last ten years the business has developed and now mainly supplies the key regional wholesalers and national box schemes. The 18 acres of top fruit including apples, pears, plums and cherries,was planted from 2005 and has provided a number of challenges, successes and disappointments especially with changing weather patterns and market demands. The soft fruit plantations have proven productive but demanding of labour and logistic resources. Choosing to grow only outdoors without the protection of polytunnels adds to the challenges but reduces the pest and disease problem and significantly lowers fixed costs.