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A little over a year ago, Holkham set out its visions and ambitions for the coming years, giving the estate’s future work direction and purpose. Sustainability and a pioneering spirit sit at the centre of that vision – “To be the UK’s most pioneering and sustainable rural estate”. In turn, this has given way to the creation and launch of WONDER, the estate’s new sustainability action plan. As a core part of Holkham, and as a business located in an Area of Outstanding Natural Beauty, Pinewoods shares in the visions and ambitions outlined in WONDER.

Why WONDER? We took inspiration from the definition of the word: ‘a feeling of amazement and admiration caused by something beautiful, remarkable, or unfamiliar.’ We all believe Holkham is remarkable, somewhere more than a million people visit each year to admire and enjoy. At Pinewoods we welcome thousands of guests, with many more visiting Wells Beach. We wish to cherish, nurture, and improve this wonderful place for generations to come, and hope you will wish to join us in our journey.

This special area, Pinewoods in particular, is also a place vulnerable to the effects of climate change, associated sea level rises and risk of flooding. This is a very real risk to Pinewoods and helps to drive our ambition to become even more sustainable. We have been welcoming families and holiday makers for over 60 years, and to ensure we can continue for the next 60 years and beyond, we need to work towards improving our practices and cherishing our environment.

WONDER focusses on three core objectives and the investment in real, live projects – from carbon auditing and biodiversity projects to the reduction of plastics and waste to landfill.

1. To pioneer environmental gain with a goal to increase natural capital every year, with every decision made.

2. To champion low carbon living with a goal of becoming a carbon negative estate by 2040.

3. To tread lightly, and stamp out waste with a goal to reducing the amount of non-recycled waste we generate by 10% each year for the next 10 years.

Every member of our team is essential to the success of this strategy, and we believe you are too. It is by sustainability becoming an instinctive and natural behaviour that we will succeed.

At Pinewoods, one of the very first challenges we must overcome is to reduce the amount of general waste generated by our guests. With the substantial introduction of more recycling bins and a campaign to encourage everyone to separate their waste and do their bit whilst on holiday, we are confident we can make big changes quickly. Keep an eye on our blog for regular updates.

More information on WONDER in general and each objective, along with the story so far, can be found on the Holkham website. Click here to take you there.

Join us on our journey and we hope we will inform, inspire and influence you along the way too.