Corporate

The Jolly Farmer:

Rewilding with Purpose: How environmental stewardship can align beautifully with commercial success.

In a heartening blend of community spirit, sustainability, and smart business thinking, The Jolly Farmer—a cherished village-owned pub in Cookham Dean, Berkshire—has sown the seeds of change. Partnering with local job-seekers group Careers Springboard and habitat recovery specialists Natural Shoots, the pub has established a new 110 square metre native wildflower meadow in its garden. And while the meadow promises visual beauty and a boost to biodiversity, it's also poised to bring tangible benefits to the pub and the wider community.

More Than Just Flowers: A Blooming Business Strategy

This initiative isn't just about planting wildflower seeds —it's about planting opportunity. Rewilding even a modest portion of the pub’s outdoor space has the potential to:

Attract more visitors: The striking visual appeal of a meadow flowers in bloom is a draw in itself, turning the heads of locals and ramblers alike. The meadow acts as a natural magnet, encouraging footfall from passers-by and nature enthusiasts.

Boost spend per visitor: A more beautiful, tranquil, and wildlife-rich environment encourages guests to stay longer—perhaps for that extra pint, dessert, or coffee. The meadow turns a routine pub visit into something more memorable and Instagram-worthy!

Elevate the pub’s profile: As a village-owned enterprise, The Jolly Farmer already has deep roots in the community. But initiatives like this show leadership in sustainability and innovation, setting an example of how local businesses can be part of the solution to global environmental challenges.

Collaboration with Purpose

The seed mix of wildflower seeds—carefully chosen by Natural Shoots to suit the chalk-based soil in The Cookhams —includes 16 native annual wildflower seeds and perennial seeds that will support pollinators, rare invertebrates, and local wildlife. The mix is supplemented by Yellow Rattle, a key species in wildflower meadow regeneration. The Yellow Rattle seed will germinate with next year's frosts. It’s more than just pretty—it’s purposeful.

“This initiative reflects our commitment to enhancing the natural environment while engaging with the local community and local businesses,” says Jenny, from The Jolly Farmer. “It’s a positive and lasting feature that our customers will enjoy—and we hope it inspires our visitors to consider similar projects.”

Holland & Holland:

Leading the Way in Circularity and Sustainability

At Holland & Holland, sustainability isn’t just a commitment—it’s a guiding principle. From the honour of receiving a Royal Warrant from King Charles III to every aspect of their operations, they prioritise reducing their environmental footprint and fostering biodiversity.

Innovative Circularity in Action

Our collaboration with Holland & Holland focuses on reimagining waste as a valuable resource. Together, we’re transforming two key waste streams— plastic shotgun cases from the shooting school and corks from hospitality services—into elegant place-setting gifts. These gifts include a wildflower seeds consisting of meadow flowers, allowing guests to create their own vibrant habitats at home.

This isn’t simply recycling; it’s circularity in action. By upcycling by-products into meaningful, sustainable items, we’re showcasing the potential of innovative design to make a positive environmental impact and differentiate the brand at the same time.

A Royal Commitment to Sustainability

Holland & Holland’s dedication to sustainability earned them a Royal Warrant in August 2024, granted in the name of King Charles III. This prestigious recognition underscores the importance of circularity, biodiversity, and habitat recovery—values that resonate deeply with both our organisations.

Empowering Guests to Make a Difference

One of the most rewarding aspects of this initiative is its ability to directly engage Holland & Holland’s guests in sustainability. The British wildflower seeds, sourced entirely within the UK from a single growing location, ensure quality and traceability. Guests can plant these wildflower seeds in their own gardens, fostering habitats filled with meadow flowers that contribute to biodiversity, habitat recovery, and carbon sequestration.

Looking to the future, we’re thrilled to support Holland & Holland’s plans to establish a guest-planted wildflower meadow at their Northwood Shooting School and distribute these gifts of British wildflower seeds as part of their School and Community initiatives. Imagine a thriving ecosystem, with each square metre linked to a named guest or a named school—a lasting testament to shared commitment and action.

Driving Positive Change

For 2025, our collaboration aims to create 2,000 square metres of new wildflower meadow plants. This could result in 900,000 meadow flowers and offset 5,500kg of CO2. But these are just the first steps. Together, we’re laying the groundwork for scaling this initiative and achieving even greater impact over time.

As sustainability becomes increasingly central to consumer preferences and legislation, brands like Holland & Holland have a unique opportunity to lead and empower their guests and communities to contribute meaningfully to habitat restoration and biodiversity.

Join Us on This Journey

This spring and summer Holland & Holland’s guests will receive more than just wildflower seeds as gifts. They’ll take home an opportunity to make a difference. With a bit of luck, one of these gifts could even find its way to Highgrove. That would certainly be a stylish touch.

“When Edward proposed this innovative and differentiated idea, I could immediately see the ease with which we could scale outcomes and deliver on our commitments as a Royal Warrant Holder,” said Paul Shanahan, General Manager of the Holland & Holland Shooting Ground. “Highly differentiated and ‘on brand’, we look forward to implementing the idea this spring and encouraging our guests to take the British wildflower seeds home for their own projects.”

At Natural Shoots, we are proud to collaborate with a business that shares our passion for turning sustainability into action. It is very satisfying to be a business that does good by growing. “Empowering our guests to play a role in habitat recovery and biodiversity improvement is a practical and proactive approach,” Paul Shanahan continued. “With this initiative, we are reaffirming our dedication to sustainability, even as economic pressures challenge many businesses in this area.”

Purdey:

A Second Life : how J. Purdey & Sons and Natural Shoots are Upcycling Paper Cartridges for Meadow Flowers.

Every year, thousands of spent shotgun cartridges—both paper and plastic—find their way into landfills. While plastic cartridges have slowly been redesigned with recycling in mind, thanks to modern commercial waste systems, paper-cased cartridges have often been left behind. Being a smaller category in the market and lacking a clear commercial value for recycling, these paper cases have long been overlooked.

But change is coming.

In a groundbreaking collaboration, James Purdey & Sons has partnered with Natural Shoots, a unique mission-led British company, to breathe new life into Purdey’s iconic red paper cartridges. For the first time, customers are being invited to upcycle their used paper cartridges instead of discarding them—turning them into something that truly gives back to the countryside: premium-grade, fully traceable wildflower seed gifts.

What was once a single-use product now has a second, beautiful purpose: to help encourage meadow flowers, restore native habitats, and expand biodiversity across the UK.

Measurable Impact

This initiative doesn’t just feel good—it delivers tangible results. Natural Shoots will report back with data on the number of cartridges collected, the wildflower seeds sold, and the number of square metres of wildflower meadow enabled as a result.

This detailed tracking enables James Purdey & Sons to share their positive environmental impact with organisations such as The Royal Warrant Holders Association, further demonstrating their leadership and innovation within the shooting and outdoor community.

A Simple and Elegant Solution

The process is designed to be effortless. By communicating with customers before they use their cartridges, Purdey and Natural Shoots aim to intercept the cases before they head towards skips and general waste streams. Customers can simply arrange for the collection of their spent cartridges either from their home address or another convenient location.

From there, the paper cartridges begin their upcycling journey. Natural Shoots carefully remanufactures them into stylish wildflower seed gifting products—ideal for anyone who appreciates nature, tradition, and thoughtful craftsmanship.

If you would like to know more about how you can get involved and encourage the distribution of British wildflower seeds, please contact info@naturalshoots.co.uk.

💻 www.naturalshoots.co.uk
📸 Instagram: @naturalshootsuk

Get Golfing:

A Swing Towards Sustainability: Natural Shoots Joins Forces to Create Wildflower Meadow at Winter Hill Golf Club

At Natural Shoots, we believe in transforming landscapes for the better—bringing together people, nature, and purpose. That’s why we’re proud to announce our latest large-scale conservation project: a 1,200-square-metre meadow planted with wildflower seeds at Winter Hill Golf Club in Cookham, Berkshire.

This exciting initiative is the result of a new partnership with Get Golfing Group, Careers Springboard, and a host of dedicated community volunteers drawn from local businesses, residents and charities. Together, a bold step forward in supporting biodiversity, soil health, and sustainable landscape design at one of Berkshire’s most scenic golf courses.

From Fairway to Flourishing Meadow

Earlier this spring, essential groundwork was completed at Winter Hill Golf Club—part of the Get Golfing Group—to prepare the site for transformation and the sowing of meadow flowers. In mid to late April, we began sowing a carefully selected mix of 16 species of wildflower seeds: a diverse blend of annual seeds and perennial seeds designed to thrive in the chalky, well-drained soils typical of The Cookhams. Yellow Rattle was also planted and once next year's frosts arrive the Yellow Rattle plants will begin to appear.

The annual wildflower seeds, perennial seeds and Yellow Rattle seeds were all taken from our 2024 harvest, are high in purity, demonstrate excellent germination rates, and come with full supply chain traceability—helping ensure a resilient, long-lasting habitat for pollinators and invertebrates.

Looking Ahead: A Two-Stage Recovery Approach

This meadow is just the first chapter. In the autumn, the project will expand with the restoration and re-laying of a 1,000+metre boundary hedge using native species—bringing layered biodiversity benefits and restoring ecological corridors around the golf course. The area for Yellow Rattle will also be expanded and Yellow Rattle seeds will be sown adjacent to the new hedge line.

Together, these efforts will create a living, breathing landscape that supports wildlife, enhances the views for golfers and walkers on The Moor (adjacent to the 13th fairway), and contributes to wider rewilding goals across The Chilterns region.

What truly sets this project apart is the breadth and depth of community involvement. Over four phases of work, more than 35 volunteers have contributed their time, energy, and care to bring the meadow to life. Volunteers have included individuals from Careers Springboard, local business Avanade, students completing their Duke of Edinburgh Award, members of the Cookham Explorers (Beavers, Cubs, and Scouts), local residents, and members of Wild Cookham. This dynamic team worked together to sow and compact the wildflower seeds, sink partially rotten timber in to specially dug pits to rot down for stag beetles, helping establish the foundation for this biodiverse habitat.

This initiative goes far beyond environmental action. It’s about confidence building, teamwork, and the proven wellbeing benefits of spending time in green spaces and expanding personal networks. Meanwhile, the Winter Hill grounds team will continue the vital work of watering and aftercare, working alongside our team to ensure successful establishment and long-term impact.

Why It Matters

Edward Donald, Managing Director, Natural Shoots
“Creating sustainable habitats is at the core of what we do. The new wildflower meadow at Winter Hill Golf Club is a fantastic example of how we work with the community and local businesses to boost biodiversity, improve soil health, and create stunning landscapes for people and nature to enjoy. The wildflower seeds selected consisting of annual wildflower seeds, perennial seeds and Yellow Rattle will thrive in the chalky soil, fed by subsurface aquifers, offering colour and life this summer and into the next year.”

Our mission has always been about thoughtful, locally attuned land recovery informed by our knowledge and wildlife observations —and this project embodies that vision. It’s a celebration of biodiversity, sustainability, and community working hand in hand.

What Our Partners Say

Get Golfing Group
“We are thrilled to collaborate with Careers Springboard, and Natural Shoots on this transformative project at Winter Hill Golf Club. This initiative reflects our commitment to enhancing the natural environment while engaging with the local community and local businesses to create a positive and lasting impact.”

Raj Patel, Chair, Careers Springboard
“Our volunteers are delighted to contribute to this meaningful initiative. Not only will it create a beautiful and wildlife-friendly space, but it also aligns with our mission of supporting individuals in their journey toward employment by fostering confidence and teamwork whilst harnessing the beneficial effects of being in nature.”

Whether you’re a golfer, a nature lover, or simply a passerby on The Moor, keep an eye out for a new burst of colour and life at Winter Hill across the summer and you are warmly invited to join the hedge-laying works in early autumn.

To learn more about our meadow creation services or to explore how we can support your land recovery goals, get in touch with Natural Shoots using email info@naturalshoots.co.uk.