Our Team

Antony Pearce – Partner

From arable farming to farm abattoir, beef farming to biogas, cereals to building conversions, Antony Pearce has experienced the ABCs of farm diversification. Qualifying as an accountant before returning to the family farm, Antony has built on his training, fusing farming and finance to reposition his family business. Supported by a strong finance team, Antony is passionate about helping farming families make the leap into a diversified enterprise.

Antony has the expertise and experience to guide you through the process of farm diversification. From idea generation and evaluation to establishing the enterprise, Antony works with clients to identify what ideas best suit them as individuals and families, co-ordinating the client’s skill sets and preferences with the assets and natural capital of their farms.

Diversification opportunity can be the brainchild of the excited and youthful generation. This can lead to friction between generations if the need for capital or access to land is restricted by painful experience or aversion to risk. Having experienced a protracted but successful succession process in his own family business, Antony is sensitive to these issues and well placed to mentor and mediate.

Alexander Moss – Partner

Alex began his professional career as a farming consultant and agronomist advising mainly on arable farms, after graduating from Harper Adams University with a BSc (Hons) degree in Farm Business Management. With his practical and advisory farming experience, Alex is well placed to understand the pressures of modern day farming and the constraints it can place on even the most driven and innovative rural business owner.

Alex has strong expertise in rural and agricultural business. An innovative problem solver and a highly empathetic individual, he heads up project management at Dudley Peverill, delivering diversification projects on the ground and managing highly professional project teams.

Alex is motivated by helping others who share his passion for the agriculture and rural Britain. In his spare time Alex can be found working on the home farm, shooting, skiing, socialising, in the gym or enjoying the countryside.

James Davies – Strategic Board Adviser

James brings nearly two decades of senior leadership across property, land, and investment to his role at Dudley Peverill Associates. His executive career was built within a regional property and investment group, where he progressed from operational management to Chief Executive, overseeing substantial portfolio growth, major development and construction projects, and the creation of several new businesses. He co-founded Newton LDP Ltd in 2021, a specialist land and development agency, before establishing Frago & Co in 2025; a strategic development and commercial property advisory practice through which his engagement with Dudley Peverill is structured.

James joined the Dudley Peverill board as a Strategic Board Adviser in 2025, bringing a commercially disciplined perspective to governance, business planning, and operational leadership. His role has since evolved to encompass a Fractional Board Advisory function, working alongside the founding team to drive the firm’s growth strategy and operational infrastructure.

Grounded by a BSc (Hons) in Agriculture from the University of Reading, James brings both the analytical rigour of a career spent delivering complex property transactions and an instinctive understanding of rural land, its owners, and the long-term decisions that define generational businesses. He holds a Post-Graduate Diploma in Real Estate Management (RICS accredited) and has held a number of governance roles including Chair of The Old Princethorpians Alumni and Course Director at Warwick Racecourse.

Dawn Woollam – Senior Consultant

Dawn brings over 15 years of strategic leadership in leisure, hospitality and rural diversification to Dudley Peverill Associates, working at board level with landowners and businesses to unlock the commercial potential of their assets through carefully considered masterplanning and concept development.

With extensive experience in feasibility analysis, financial appraisal and business planning, Dawn has built her career helping operators, rural estates and farms to identify and deliver viable leisure, tourism and hospitality diversification opportunities. Her expertise in strategic masterplanning, concept creation and commercial strategy enables her to guide clients from initial vision through to successful implementation, delivering sustainable long-term value.

Dawn’s empathetic, people-first approach enables her to quickly understand what truly matters to each client – their values, goals, and unique challenges. This human-centred philosophy means clients receive not just expert guidance, but support that genuinely reflects their circumstances and helps them make confident, informed decisions as they embark on the journey of diversification.

In her spare time, Dawn enjoys spending time in the great outdoors – trail running, skiing and padel boarding, with her two children, and labrador, Arlo.

Callum Horne – Associate

Callum is a rural diversification specialist who advises landowners on maximising the value of their assets through strategic diversification. He supports projects from initial concept through feasibility, funding, planning, and implementation, ensuring schemes align with both commercial objectives and capital requirements. With over 10 years of experience, Callum focuses on developing long-term asset strategies, evaluating development opportunities, delivering financially sound and sustainable projects, and identifying opportunities that might otherwise remain underutilised.

Ravinder Chana – Management Accountant

Rav progressed his accountancy career within private equity focusing on property development and investment, asset classes include residential, offices, industrial and retail.

Branching out with his brokerage specialising in development finance he enjoys helping clients secure finance and watch developments proceed to completion.

He has a personal interest in managing development projects especially when value is extracted from underperforming assets.

At Dudley Peverill he is tasked with assessing and monitoring the financial viability of farm diversification opportunities.

In his spare time Rav enjoys spending family time, cooking, in the gym and travelling.

We are farmers at heart, so we get it!

We have an in depth understanding of the pressures of running a farm business. That’s why we’re well placed to help. We’d be delighted to have an informal, no-obligation initial consultation with you to determine how we can help you get the best out of your assets.

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