As we close the book on 2024, we’re not just reflecting on a year; we’re celebrating an expedition. It’s been a year of audacious ambitions, groundbreaking progress, and so many learnings that only come with challenging the status quo. At Oxygen Conservation, we didn’t just set goals; we sprinted toward a vision of Scaling Conservation into a force of nature, with positive ripples felt across ecosystems, communities, and boardrooms alike.
We’ve faced the messy, magical reality of conservation as a journey full of twists, turns, triumphs, and trials. But through it all, one thing hasn’t wavered: our uncompromising drive to create seismic, positive change for people, wildlife, and the environments that hold our incredible team together.
And now, it’s time to look back at how well we performed against these audacious goals. Our brilliant Engagement Lead, Abbey Dudas, has taken the reins to analyse how our dreams, goals, and actions measured up.
Spoiler alert: the ride was anything but ordinary.
Scaling Conservation: Expanding Protected Land
One of our most ambitious goals for 2024 was to acquire an additional 50,000 acres of land, creating large, connected spaces for nature and supporting up to 100,000 acres of contiguous conservation. This target was a cornerstone of our mission to enable meaningful landscape-scale recovery for wildlife while enhancing natural carbon sequestration.
Early in the year, we made a pivotal decision to turn down an offer of £250 million in investment. Taking this offer would have limited our ability to remain agile, creative, and different in our approach to conservation. Instead, we focused on adding two exceptional new estates, bringing another 16,000 acres under management this year. These additions brought us closer to our 50,000-acre milestone and also means that we have connected a total of 588,654 acres of space for nature across the UK.
Planting Tomorrow’s Woodland
In pursuit of our goal to plant 250,000 trees, we focused on enhancing biodiversity, soil health, flood management, and air quality across our estates. Adapting to each landscape’s unique needs, we selected sites, species and planting patterns designed for the greatest long-term impact.
By year’s end, we will have successfully planted 195,729 trees across our estates at Leighon, Esgair Arth, Wood Advent, and Swineley. Each of these trees plays a crucial role in building a thriving ecosystem and healthier landscapes that will continue to benefit the environment for years to come. This year’s efforts have reaffirmed that conservation’s greatest successes are often found in flexibility and responsiveness to the land itself, creating a legacy of lasting ecological resilience.
Welcoming Back the Wild: Species Reintroduction
Species reintroduction was a key focus for 2024, with ambitious plans to reintroduce five unique species across our landscapes as part of our commitment to restoring ecological balance and enhancing biodiversity.
While we didn’t introduce any keystone species directly this year due to legislation requiring full enclosure of release sites, we were proud to support Devon Wildlife Trust in their successful reintroduction of pine martens to Dartmoor. We also took a creative approach to species “reintroduction” at Swineley, a landscape historically devoid of trees. By planting native species such as black alder, common aspen, downy birch, and common hawthorn, we’ve begun transforming Swineley into a thriving, biodiverse ecosystem. These trees are the start of a thriving, biodiverse forest, proving that reintroduction comes in many forms.
Restoring Our Rivers
This year, river restoration emerged as one of our most innovative and impactful work, with a focus on the River Thet at Shropham in Norfolk. By restoring the river’s natural flow and reconnecting its floodplain, we aim to enhance water quality, reduce flood risks, and support native species.
We began by implementing advanced telemetry-based water quality monitoring systems to track parameters like pH, dissolved oxygen, and turbidity. This data-driven approach ensures interventions are targeted and effective, improving biodiversity and fostering climate resilience.
In partnership with a specialist consultant and the Environment Agency, we developed a restoration plan for 2,000 meters of the river. Techniques such as re-meandering, installing woody debris, and creating floodplain scrapes will reduce downstream flooding and create vital habitats for aquatic species.
Another major highlight was our partnership with NatureMetrics, using environmental DNA (eDNA) to establish a biodiversity baseline. This data serves as a foundation for tracking recovery and guiding future actions, ensuring measurable, long-term impacts. By combining science, technology, and collaboration, we are breathing new life into the River Thet and creating a model for holistic river restoration that benefits ecosystems and communities alike.
Doubling the Connection: Increasing Ecotourism Visitors
Ecotourism has the unique power to connect people to nature in transformative ways, and in 2024, our goal was to welcome 1,000 visitors to experience conservation firsthand. Through immersive stays and unforgettable encounters, we hoped to spark sustainable behaviours and create passionate advocates for the natural world. With the launch of Oxygen Escapes, we reimagined ecotourism under the Oxygen Conservation banner, uniting the much-loved Wild With Nature in Norfolk and Mornacott Cottages in Devon.
In 2024, 933 visitors joined us to witness conservation in action, soaking in the beauty of restored landscapes while gaining a deeper appreciation for the delicate balance of ecosystems. While we came tantalisingly close to our target of 1,000 visitors, we embraced an exciting shift in priorities. Renovating the historic farmhouse at Mornacott became a labour of love, as we refused to compromise on delivering a space that truly embodied the quality and ethos of Oxygen Escapes.
Though the work took longer than expected, the result exceeded all expectations, earning a prestigious Gold Star rating and securing bookings for 2025 before the paint even dried. This year became about laying the foundation for something lasting. With every guest, every story, and every experience, we are bringing people closer to conservation and equipping them to be its strongest advocates.
Reducing Negative Impacts: Decreasing Grazing Pressure
To support natural ecosystem regeneration, we set a goal to reduce grazing pressure by removing 2,000 sheep from sensitive areas across our estates. By year’s end, we exceeded our target, removing all 3,694 sheep from Invergeldie, Blackburn & Hartsgarth, and Mornacott.
This approach has already encouraged the growth of native vegetation, allowing insect, bird, and mammal populations to thrive. The positive changes we’ve observed are a testament to the impact that thoughtful grazing management can have on biodiversity and ecological health, reinforcing our commitment to land stewardship.
Managing Deer Populations
Our goal was to reduce deer populations by culling 500 deer across our portfolio, aiming to alleviate the pressures of overpopulation on woodland regeneration and biodiversity.
As the hunting season is still underway (at the time of writing), we are well on track to meet this goal, with 284 deer culled so far. This year, we also brought an in-house drone surveyor onto our team, who has played a vital role in refining our management strategy. Equipped with heat-sensing technology, our team can now accurately assess deer populations and their locations before entering the landscape, allowing for a targeted, informed approach to more sustainable deer management.
Advancing Regenerative Agriculture
In 2024, we continued our commitment to regenerative agriculture, working with partners across our estates to implement practices that enhance soil health, increase biodiversity, and strengthen local food systems. While we didn’t set specific numerical targets, our focus was on fostering innovative approaches that align farming with the rhythms of nature.
At Wood Advent, we took an exciting step forward by integrating nut trees into fields, blending sustainable farming with agroforestry. This initiative has already shown promising results, improving biodiversity and supporting soil health while adding a productive layer to the landscape. Building on this success, the Brewer family plans to expand nut tree planting, strategically integrating them as lines through arable fields. This approach not only enhances ecological balance but also creates a sustainable synergy between trees and crops, demonstrating the potential of agroforestry to transform traditional farming.
At Swineley, we’ve partnered with Martin Coates of Redshaw, who loans us his pedigree Hereford cows for conservation grazing. These cows play a vital role in managing habitats for curlew, woodcock, snipe, skylark, and black grouse—helping maintain the delicate balance of species-rich hay meadows, wet pastures, and limestone pavement. This collaboration also benefits Martin, as it provides additional grazing areas that allow him to rest his pastures, keep his cattle out longer before winter housing, and spread costs to remain competitive.
These initiatives are just two examples of how we’re prioritizing regenerative agriculture across our portfolio. By embracing practices that blend ecological stewardship with sustainable farming, we’re not only future-proofing food systems but also ensuring that our landscapes remain vibrant, resilient, and full of life.
Targeting Invasive Species
Tackling invasive species was a major focus, with plans to remove rhododendron, Himalayan balsam, Japanese knotweed, monkeyflower, and Wels catfish across our estates. However, removing invasive species is a long-term commitment and requires thoughtful and effective strategies. This year, we have begun some innovative trials and worked to survey land so that we are as effective as possible without having to rely on chemical treatment.
At Leighon, the battle against rhododendron began with a focused effort along the estate’s driveway and within the temperate rainforest. To find the most effective method of removal, we launched three innovative trials. Collaborating with CABI, we applied naturally occurring mycelium fungi to stumps to test a biological approach.
Meanwhile, eco-plugs—a precise and highly targeted herbicide application—are being trailed in another area, in alignment with our organic practices approved by the Soil Association. Finally, mechanical removal using diggers is underway, with shrubs left to dehydrate naturally on the soil. These trials reflect our determination to find sustainable solutions that work in harmony with the environment.
At Esgair Arth, we pioneered an ambitious approach to managing Himalayan balsam and Japanese knotweed along the Afon Arth. Partnering with local community members, we meticulously mapped invasive species across the river’s length. This comprehensive groundwork prepares us for a large-scale eradication campaign next year, setting the stage for the river’s restoration and the return of native flora and fauna.
On the River Thet, we removed two invasive adult Wels catfish—a vital step in protecting native species such as brown trout and eels. These predatory fish threatened the delicate balance of the aquatic ecosystem, and their removal has already bolstered the recovery of this critical waterway.
These efforts reflect our commitment to sustainable strategies that restore balance and empower native species to thrive.
Implementing Natural Flood Management
Our goal to implement ten Natural Flood Management (NFM) interventions took shape this year with the creation of four features—two on Dartmoor and two in the Yorkshire Dales.
By capturing and slowing overland water flow, these interventions reduce peak flood risks and naturally filter sediments and nutrients, improving downstream water quality and supporting ecosystems. These structures exemplify how working with natural processes can deliver both environmental and community benefits.
A Year of Learning, Development and Real Impact
As we close the book on 2024, it’s impossible not to feel a sense of awe at the strides we’ve made, lessons we’ve learned and the impact we’ve had. This year wasn’t just a chapter—it was a turning point for the natural capital economy. From planting tomorrow’s woodlands to begin the process of revitalizing our rivers and welcoming the wild back into our landscapes, every effort has been a step toward a bigger, bolder, better connected vision of what conservation can achieve.
But this isn’t the end of the journey; it’s the beginning of something even greater.
With every acre, every tree, every species reintroduced, and every visitor inspired, we’re proving that conservation is not just about safeguarding the past—it’s about building a vibrant, resilient future.
As we look ahead, we carry the momentum of 2024 into a new year brimming with possibilities. The work to Scale Conservation isn’t just about adding numbers; it’s about multiplying hope, innovation, and impact. Together—with our communities, partners, and incredible team—we’ll continue to push boundaries, challenge norms, and redefine what’s possible for people and the planet.
Here’s to the next wild adventure. 2025, we’re ready for you.