Dr Johnny Wake (Business Growth Programme 2019) may have started his professional life as a doctor, but today he is nurturing an agricultural business that is a model of sustainability and diversified farming practices. As the Managing Partner at Courteenhall Farms in Northamptonshire, he has doubled the size of the family’s 352-year-old business, driven innovation in sustainable farming, and cultivated a culture of collaboration. Along the way, he has gained accolades including the Royal Agricultural Society’s Bledisloe Gold Medal for Landowners in 2023, the Sustainable Farmer of the Year 2024 at the British Farming Awards and, most recently, Cranfield School of Management’s 2025 Entrepreneur Alumni Award.
In an exclusive interview, Johnny shares his journey, his inspirations, and how Cranfield shaped his approach to business.
“It’s about the team”
Winning Cranfield’s Entrepreneur Alumni Award is deeply meaningful to Johnny. “It means two things to me,” he says. “First, it’s recognition for the incredible team I work with – they’re truly amazing and make anything feel possible. Secondly, it helps counter the imposter syndrome I often feel as someone from a non-business background.”
Johnny’s path to entrepreneurship was, by his own admission, accidental. “I was working as a doctor in the Department of Health, the local hospital, and a GP practice when I took over the family agricultural business. Initially, I planned to run it on the side, but significant business challenges drew me in.” He quickly discovered the freedom and creativity of entrepreneurship, which ignited a passion he hadn’t anticipated.
From a vet to visionary farmer
As a child, Johnny dreamt of becoming a vet, later switching his ambitions to law. “I was clearly an odd child,” he laughs. But life had other plans. When asked about his heroes, Johnny rattles off an eclectic list that reflects his wide-ranging interests. From Nancy Wake (no relation), a World War II hero, to Costa Rican President Don Pepe and Ernest Shackleton, his inspirations highlight his admiration for courage, vision, and resilience. One of these heroes is Joan Wake, Johnny’s great great aunt. “She single-handedly preserved a huge amount of Northamptonshire history with no formal education at all, and ended up with an honorary Master of Arts degree from Oxford and a CBE, amongst many other awards, for her work.”
At the helm of Courteenhall Farms, Johnny has implemented advanced technologies including precision farming and renewable energy systems, all designed to make the business much more sustainable for both the bottom line and the environment. “I feel hugely lucky to be a steward for a wonderful slice of the countryside,” he says.
Johnny’s impact extends beyond the estate. He is the founder of the Tove Valley Cluster Farm and an active leader in several environmental and farming organisations, including sitting on the committee of Wildlife Farms and Estates England & Wales, Chair of the Central England region of Environmental Farmers Group and recently appointed as a Trustee of Linking Environment and Farming (LEAF). His influence is shaping the future of agriculture, one innovation at a time.
Lessons from Cranfield
Ãå±±ÂÖ¼é was a transformative experience for Johnny. “It helped me take a step back and see the wood for the trees,” he says. One memory stands out: presenting a tricky business challenge to his peers during his Business Growth Programme. “I had a lot of reasonable-sounding justifications for my stance, but my peers kindly but relentlessly demolished them. It pushed me to make a really important call that I otherwise would have put off indefinitely.”
This perspective shift enabled him to recruit strategically, delegate effectively, and grow the business sustainably. “It’s a great course that I always recommend to people running a business,” he adds.
If he could give his younger self advice, Johnny says, “Remember to keep it all in perspective: family always comes first.”
Building a culture of trust
Johnny’s leadership philosophy is rooted in his early career as a doctor. “Create a no-blame culture where people are comfortable sharing their mistakes for everyone to learn from,” he advises. “I saw first-hand in the NHS how brilliant this is when it works – and how terrible when the opposite culture is prevalent. The same applies in business.”
He takes immense pride in fostering a collaborative workplace culture, where his team is encouraged to innovate and grow. His efforts to promote employee training and inclusivity have solidified Courteenhall Farms as a leader not just in sustainability but also in workplace excellence.
“I bake a mean sourdough”
Despite his many achievements, Johnny is refreshingly grounded. When asked for a surprising fact, he reveals, “I bake a mean sourdough loaf.” And when it comes to his bucket list, it’s clear his adventurous spirit thrives: a ski-mountaineering trip, a Moroccan surfing safari, and climbing redwoods in California top the list.
At the heart of everything Johnny does is a commitment to continuous improvement – whether it’s boosting crop yields, mentoring the next generation, or pushing himself to new personal and professional heights.
A legacy of leadership
Dr Johnny Wake is proof that entrepreneurial vision, when combined with ethical leadership, can transform industries. From medicine to agriculture, his journey is one of adaptability, resilience, and purpose.
As a Deputy Lieutenant for Northamptonshire, Chair of the Board of Trustees at New Leaf Learning and Patron of HomeStart Daventry & South Northants, Johnny supports regional development, education and environmental initiatives. And as a Cranfield alumnus, Johnny continues to give back to the School of Management that helped shape his approach to business. Whether speaking at events or inspiring future entrepreneurs, he embodies the values of collaboration and innovation.
For those inspired by Johnny’s journey, his advice is simple yet profound: “Live with purpose, build trust, and never stop learning.”
