Grown in Britain: Building a national voice for British timber
When Grown in Britain first launched, few people understood the importance of using homegrown timber.
Imported timber dominated the market, while public perception around British forestry was often misunderstood. Many people saw tree felling as harmful, rather than recognising the role good woodland management plays in supporting healthier forests, biodiversity and low-carbon supply chains.
The challenge was to raise awareness of the environmental and economic value of British-grown wood, while helping Grown in Britain become a trusted national voice for sustainable forestry.
Taking the story beyond the forestry sector
Working closely with the team, we developed and delivered a communications strategy that made British timber part of the public conversation.
We secured national media coverage, including a feature on BBC Breakfast, that helped reframe the narrative around UK forestry, showing that buying British supports woodland health, biodiversity, and low-carbon supply chains.
Alongside this, we created a partnership with Heals, launching the first furniture range made entirely from Grown in Britain-certified timber, championed by then-Secretary of State Liz Truss. The campaign connected policy, industry, and consumers, demonstrating how sustainable timber could be both desirable and responsible.
Ten years later, we were invited back to shape Grown in Britain’s next decade aligning their business goals with a refreshed communications strategy focused on relevance, accessibility, and reaching a younger audience.
A decade of stronger awareness and advocacy
Our work helped Grown in Britain grow from a little-known initiative into a recognised national voice for sustainable forestry.
National media coverage helped raise public awareness of British timber and the role it can play in better woodland management.
The Heal’s collaboration gave the campaign a tangible consumer-facing story, showing how certified British timber could be used in beautiful, desirable products.
The 10-year strategy gave Grown in Britain a clearer direction for the future, helping the organisation communicate in a way that felt more inclusive, forward-looking and relevant to new audiences.
Grown in Britain has never just been about wood. It is about changing how the country values its forests.
