Case study: Woodfire
Case Study: Woodfire
“We’re starting from scratch, we don’t have to change anything. So if we go in with the best sustainability practices, we’ll be able to maintain that.”
–Mark “Griff” Griffiths, co-founder
The challenge
Rather than letting the lack of a mains water connection stop the venture, site owners Griff and Stella saw an opportunity to use this to shape every element of Woodfire, their food-led campsite on the South Downs in Sussex.
Let water limits shape the design
Every element of the site was shaped by how little water could realistically be used. Careful research and design of composting toilets, outdoor showers and carefully managed kitchen wastewater mean Woodfire uses approximately 21% of the water consumed by a conventional hospitality business of comparable size.
The discipline of designing within water limits gave the team confidence to apply the same thinking elsewhere. “We realised that you can make a bit of a difference yourself”, says Griff. “You can define how you want to work. You’re not totally governed by what everyone’s done before.”
Apply the same thinking to food and supply
The same principles carry directly into each evening menu, which has just two dishes: one meat, one plant-based. Guests pre-order so the kitchen buys only what it needs, with the menu shaped by local farms’ availability. Mealtimes are relaxed and communal, with shared dining modelled on continental family meals.
The business and its suppliers have grown together – Woodfire works directly with producers to offer better rates than traditional supply chains.
Build guest confidence through good design
Around 25,000 guests have now stayed at Woodfire and the response to the sustainability-driven operations has been very positive. From the pre-ordering and communal meals to outdoor showers and composting toilets, these systems have been designed in ways that help guests adapt quickly without needing rules or persuasion.
The impact
Woodfire operates within environmental limits while creating additional income for working farms. Through the Our South Downs programme and Green Tourism, Woodfire has developed a detailed Net Zero plan.
The ethos has attracted interest beyond campers, with Woodfire attracting corporate clients for away days because of its focus on sustainability. Internationally renowned chef and culinary author Ottolenghi chose Woodfire for a collaboration specifically because of its work with regenerative farms. Corporate income helps fund a schools programme that Woodfire developed and runs itself, bringing children from south London to the site for cookery courses that reconnect them with where their food comes from.
Taking the next steps: work with your constraints
- Treat constraints as design opportunities: Limited water, energy or space can be the starting point for better design. A system built within real limits can lead to solutions that are simpler, cheaper and more effective.
- Understand where resources actually go: Knowing where and how water or energy is consumed is the first step to reducing them.
- Design systems guests can use intuitively: If something needs a long explanation, it needs redesigning.
- Join existing local networks: National parks, destination organisations and sustainability networks provide structure, support and shared learning - the challenges you face have almost certainly been met by someone nearby.
- Source locally and seasonally, building menus and services around what’s available.
- Use one success to build momentum: Start where you can make the biggest difference and let that carry into other areas.
Explore further
Inspired by what you’ve seen?
Check out the other case studies showing sustainability in action or explore the Regenerative Tourism Guide to learn more ways to stand out from the crowd, inspire staff, enhance visitor loyalty and make your business a force for good.