Case Study: Nature has no single metric - so let’s start measuring what matters.
Why 30x30 UK gives food businesses a credible way to act without waiting for perfect data
The UK food system is deeply dependent on nature - yet nature is in crisis. Soil degradation, water stress, flooding and biodiversity loss are already disrupting supply chains, reducing yields and threatening long-term food security.
Enter the 30x30 goal: a national and international commitment to protect and restore 30% of land and sea for nature by 2030. Over 200 countries have signed up - including the UK.
But there’s a catch: there’s a £1 billion funding gap, and business has a critical role to play in closing it.
What is 30x30 UK?
30x30 UK is a not-for-profit working to bring the private sector - especially food businesses - into the 30x30 mission. They don’t just raise awareness; they build investable, collaborative models that deliver measurable returns. Whether you’re a brand, a manufacturer, a retailer or a supplier, backing nature through 30x30 is a smart strategic move.
Why Should Businesses Engage?
Because doing nothing is already costing you. Elliot Coad, co-founder of 30x30 UK, puts it simply in our members’ event: “This isn’t philanthropy. It’s risk mitigation, supply chain insurance and brand equity all rolled into one.”
Here’s what’s in it for your business:
Protect revenue: Businesses are already seeing fields flood. Retailers has stores closing due to extreme weather. Nature investment can reduce these risks through natural flood management, soil health improvements and more.
Build brand value: Consumers care about nature. 30x30-certified projects offer transparent, nationally aligned impact stories your brand can stand behind.
Improve resilience across the chain: Supply security and farmer relationships are increasingly threatened by biodiversity loss. Investing in shared landscape recovery protects your future sourcing.
Engage employees: 30x30 UK facilitates on-the-ground volunteering that helps teams connect with nature and feel part of something meaningful.
How Can Businesses Get Involved?
30x30 UK makes it easy to act - even if you don’t know where to start.
1. Invest in real UK nature projects
From kelp forest restoration to beaver reintroduction to hedgerow and wetland creation, 30x30 UK connects you with verified, DEFRA-aligned nature-based solutions. You can fund what aligns with your brand or impact goals.
2. Join a Buyer’s Club
If your business would benefit from restoring nature in a particular landscape (e.g. reducing flood risk or improving soil quality), 30x30 UK can help you co-fund it with other local beneficiaries—such as other food producers, retailers, or even local authorities. This shares the cost and increases the impact.
3. Certify your impact
30x30 UK is developing a UK-backed certification that proves your nature investment aligns with the 30x30 national goal. This means you can tell a credible, science-backed story about your role in nature recovery.
4. Engage your teams
30x30 UK runs rewilding volunteer programmes for corporate teams. Think tree planting, pond creation, meadow management -activities that boost morale, deepen purpose and drive internal buy-in.
Ready to Lead on Nature?
With only 1 in 10 food businesses embedding nature into strategy today, the field is wide open for first movers. Those who act now can shape standards, secure supply, and stand out. Visit 30x30.org.uk to learn more or contact Elliot and the team directly to explore how your business can take meaningful action.