E105 Claire Whitfield

What does it mean to really care for a piece of land—and the people who depend on it?

Claire Whitfield has spent over two decades answering that question. As a Partner in Knight Frank’s Rural team, she’s at the heart of a changing industry—helping landowners navigate everything from carbon markets to community impact, all while keeping one eye firmly on the long game.

But this isn’t a standard chat about estate management.

In this episode, Claire joins Rich in the Shoot Room to talk about the roots of her career, growing up on a rural estate in Northumberland, and the moment her life took a dramatic turn in her early twenties. What followed was a journey of purpose, resilience, and a quiet promise to do something meaningful—with land, with people, and with legacy.

From the overlooked power of a favourite tree stump to the surprising culture inside one of the UK’s biggest property firms—this conversation moves between deeply personal and fiercely practical. It’s about leadership. It’s about land. And it’s about remembering what actually lights your fire when the paperwork, pressure, and politics get loud.