About Natural Shoots
Waste reimagined,
new habitats created
100% Traceable.
95+% Seed Purity.
Ultra Low Carbon Footprint.
An agronomist-led quality control process assures higher than average germination rates, and our sourcing model guarantees an ultra-low carbon footprint because the seeds are not mixed with others from different locations. This removes the transport costs, “transport miles” and carbon emissions that would otherwise occur.
Detailed records are kept of each harvest to guarantee 100% traceability of each flower species we sell, and throughout the selection and grading process, we aim to achieve 98% purity by the removal of waste stalks and dust, which would otherwise make up the 3 grams of weight of the seeds in our cases.
Saved. Upcycled. Repurposed.
Shotgun cases have traditionally been seen as single-use items that quickly become somebody else's job to dispose of after use.
Thanks to a unique methodology developed by us, we intervene at the point of use to divert many thousands of paper and plastic shotgun cartridges from landfills or incineration every year.
We collect the cases from over 150 UK locations, clean them, and manufacture them using a design-protected process that ensures nothing goes to waste.
Meet the Founder
Founded and led by Edward Donald, Natural Shoots reimagines waste for habitat recovery and the expansion of biodiversity. Edward has spent a lifetime immersed in nature. He is both a qualified ski instructor and a qualified fly-fishing guide, giving him a unique perspective on the way habitats at altitude and at river level have changed so dramatically in the last 30 years. He has worked internationally in the Outdoors industry, including with certified B-Corporation companies. Through this experience, he formed the view that B-Corporation certification often serves more for market differentiation rather than for the delivery of meaningful environmental change. Too often, sustainability claims fail to extend into company culture or translate into tangible commitments with genuine legacy.
Motivated by the question of how human activity could repair and enhance ecosystems as productively as possible, Edward collaborated with bumblebee experts and soil specialists to develop a range of premium, fully traceable wildflower seed mixes with extended flowering periods, high nectar-bearing characteristics, and without so-called “thug” species. The result is seed mixes that not only look beautiful but improve ecological outcomes.
Building on Edward’s work with Bureo - the mission-driven company that combats ocean plastic pollution by extracting discarded commercial fishing nets from the ocean to turn them into NetPlus® for the apparel industry, Natural Shoots is designed from the ground up to operate differently. The company diverts waste before it enters the natural environment and repurposes it to deliver positive results.
Natural Shoots is a disruptor at the forefront of the next generation of mission-led companies. Our products are designed to be fun, colourful, simple to use, - making it easier to play a meaningful role in restoring biodiversity, one meadow metre at a time.
Our circular operating model actively encourages reuse.
The Natural Shoots circular operating model actively encourages customers to return three or more cases to receive a free case of Annuals with their next purchase. Returned cases can be sent or delivered back to us at the many events we attend or collected by our partner retailers.
By encouraging partner retailers to hold stock locally, we reduce the carbon cost of shipping small parcels and help embed a culture of meadow flower cultivation in urban, semi-urban, and rural environments.
Every square metre of new or enhanced habitat is a shared win: our customers enjoy vibrant floral displays, and nature benefits from the creation or restoration of important habitats.
