To celebrate World Earth Day 2026, we are showcasing our members who are leading the way in sustainability and responsible tourism. Discover how these businesses are making a positive environmental impact and setting new standards for eco-friendly travel.
Strawberry Field have received the Gold certification from Green Tourism. They also have a Green Team that meets monthly to discuss new ideas and ways to drive change across the various areas of Strawberry Field.
1. What does sustainability mean to your company, and why does it matter now more than ever?
Sustainability at Strawberry Field means creating long‑term value while respecting environmental limits and supporting the well-being of our community. It is about responsible decision‑making that balances commercial success with social and environmental impact. Sustainability matters more now than ever because the travel industry is working with evolving customer expectations.
Guests want to have an impact on their travel itineraries. We demonstrate this through profits generated by our visitor activities that support our Steps to Work programme. Acting sustainably is essential to maintaining trust, reducing risk, and ensuring our business remains resilient and relevant. We see sustainability not as a trend, but as a core principle that guides how we operate today and in the future.
2. How does your organisation measure the impact of your sustainability initiatives?
We measure the impact of our sustainability initiatives through a structured approach that combines data, insight, and accountability. This includes tracking key performance indicators through The Salvation Army’s sustainability team, such as carbon emissions, energy and water usage, waste reduction, and responsible sourcing across our supply chain.
At Strawberry Field level, we assess social impact through employee engagement and our contribution to the local economy. Progress is reviewed regularly, allowing us to identify gaps, adapt our approach, and set goals with our teams. Measuring impact ensures our sustainability efforts are credible, transparent, and focused on delivering meaningful, long‑term outcomes.
3. How can the industry encourage and promote sustainable travel?
The industry can promote sustainable travel by making responsible choices accessible, appealing, and easy for customers. This includes embedding sustainability into products and services, collaborating with suppliers to improve standards, and communicating openly about environmental and social impacts. Education plays a vital role, helping travellers understand how their choices can support local communities and protect destinations. We are proud to work collectively in the Liverpool City Region to manage visitor impact and invest in destination stewardship. When sustainability enhances the quality of the travel experience, it becomes a natural and desirable choice, rather than a compromise.
4. What practical advice would you offer to organisations to improve their sustainability offering while supporting local communities?
Organisations can start by building genuine partnerships with local communities and understanding their priorities. Practical steps include sourcing goods and services locally, creating fair employment opportunities, and supporting skills development. Sustainability initiatives should be co‑created with local stakeholders to ensure long‑term relevance and impact. It’s also important to respect local culture, heritage, and environmental limits when operating in a destination. Measuring social impact, not just environmental performance, helps ensure initiatives deliver real value. Consistent actions taken in collaboration with communities have a great impact and help build trust, resilience, and long‑term value for both organisations and local stakeholders.
5. What does success in sustainability look like for your company in the next 10 years?
In the next 10 years, success in sustainability means that sustainability remains fully embedded in our business strategy and day‑to‑day operations at Strawberry Field. We aim to operate within clear environmental boundaries and continue to engage our team with new projects and goals. Success also means being recognised as a responsible partner alongside a reputation for ethical practices and positive local impact. Ultimately, sustainability success is achieved when our business growth actively contributes to environmental protection, social well-being, and economic resilience.
6. By 2030, what measurable sustainability goals is your organisation committed to achieving?
By 2030, we remain committed to delivering measurable progress across our environmental and social priorities. The Strawberry Field goals align with those of The Salvation Army and include significantly reducing our carbon footprint and increasing our use of renewable or low‑carbon energy. We continue to ensure our supply chain meets clear environmental and ethical standards, while actively supporting local communities through our Steps to Work programme.
We will also continue to adapt and enhance our visitor experience to ensure Strawberry Field remains a fully accessible space, removing barriers, responding to diverse needs, and continuously improving inclusion for all visitors. These commitments are supported by the Strawberry Field team, ensuring transparency and accountability as we work towards long‑term sustainability.
For more information on Strawberry Field, click here.
