Norfolk FWAG

What Norfolk FWAG does

Norfolk FWAG (the Norfolk Farming and Wildlife Advisory Group) is a registered charity (Charity Number 1148844) and not-for-profit advisory organization headquartered at the Norfolk Showground in Norwich, UK. It supports Norfolk farmers and landowners in integrating wildlife conservation and sustainable land management into their farming operations. The organization is run by farmers and conservation specialists, with a small team (1–10 employees) delivering hands-on advisory services across environmental land management schemes, woodland creation, pond restoration, deer management, regenerative agriculture, hedgerow management, and habitat surveys.

The organization monetizes its work through a tiered membership programme (Farmer £120+VAT, Corporate £250+VAT, Supporter £25+VAT, Youth £5+VAT per year), chargeable advisory services, grants and donations from public-sector bodies (Norfolk County Council, Environment Agency, Natural England, Royal Countryside Fund, DEFRA), and ticket and exhibitor fees from the annual Norfolk Landscapes Conference & Exhibition. Norfolk FWAG is a designated delivery body for Natural England's District Level Licensing scheme for Great Crested Newts, enabling 100% funded pond restoration, and operates the Norfolk Deer Strategy across more than 77,000 hectares. Revenue, customer counts, and headcount trends are not publicly disclosed.

Name

Norfolk FWAG

Legal name

Norfolk FWAG

Website

https://norfolkfwag.co.uk

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

Norfolk FWAG is a Norwich-based not-for-profit advisory charity that helps Norfolk farmers and landowners manage their land for wildlife conservation and sustainable farming through scheme applications, woodland and pond advisory work, deer strategy coordination, and tiered memberships.

Ownership category

akta.pro rank

Product category

Agricultural and Environmental Advisory Services

NAICS

Support Activities for Forestry (115310), Farm Management Services (115116), Support Activities for Forestry (11531)

SIC

Agricultural Services (700), Forestry (800)

akta.pro primary industry

Sustainability & ESG / Carbon & Conservation Program Advisory (AFACAJAF)

akta.pro secondary industries

Natural Resource Inventory & Forest/Woodland Assessments (Timber, Vegetation, Invasives) (EUAHAHAG), Timberland Operations Planning & Contractor Management (AFAMAKAE)

Keywords

• Agricultural advisory services
• Wildlife conservation advisory
• Farmland environmental management
• Countryside stewardship applications
• Habitat restoration services

Headquarters

HQ city

Norwich

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure, Others

Revenue model

1. Membership Fees: Annual membership fees provide revenue and include preferential rates on advisory services. Farmer membership at £120+VAT, corporate at £250+VAT, supporter at £25+VAT, and youth at £5+VAT per year.
2. Advisory Services: Chargeable advisory services for Countryside Stewardship, Sustainable Farming Incentive, woodland management, pond restoration, habitat surveys, and other environmental management services.
3. Donations and Grants: The organization receives donations from supporters and grants from funding bodies including Natural England, Environment Agency, and Norfolk County Council to support conservation projects.
4. Conference and Events: Revenue from ticket sales for the annual Norfolk Landscapes Conference (£15 per person) and exhibitor fees (£250+VAT).

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels9 records

Core offering

Norfolk FWAG is a not-for-profit, farmer-led advisory organisation that helps Norfolk farmers and landowners manage land for wildlife enrichment. Its core offering is hands-on, scheme-specific advisory work covering Countryside Stewardship, the Sustainable Farming Incentive, woodland management, pond restoration (as a delivery body for Natural England's District Level Licensing), habitat and species surveys, regenerative agriculture, hedgerow management, management packs, and coordination of the Norfolk Deer Strategy. The organisation supplements this advisory work with tiered memberships, donations, grants, and the annual Norfolk Landscapes Conference & Exhibition.

Product overview

Norfolk FWAG (Farming and Wildlife Advisory Group) is a not-for-profit organisation offering advisory services for Norfolk farmers and landowners managing land for wildlife enrichment. The company provides a portfolio of environmental advisory services including Countryside Stewardship Scheme and Sustainable Farming Incentive application support, Woodland Management, Pond Restoration (as a delivery body for Natural England's District Level Licensing), Habitat and Species Surveys, Regenerative Agriculture guidance, Hedgerow Management, Management Packs, and the Norfolk Deer Strategy. The company also operates membership tiers (Farmer, Corporate, Supporter, Youth) providing preferential rates on advisory work and hosts the annual Norfolk Landscapes Conference & Exhibition.

Differentiator

Problem solved

Functional benefit

Brands

• Ian MacNicol Farm Conservation Award: Annual award recognising outstanding commitment to conservation and environmental stewardship on Norfolk farms.
• Richard Waddingham Pond Award
• Norfolk Deer Strategy
• Norfolk Landscapes Conference & Exhibition

Products and services

• Countryside Stewardship Scheme Advisory Expert advice and application assistance for farmers seeking annual revenue payments under the UK government's Countryside Stewardship scheme in return for environmental improvements, including the first live CS Higher Tier for woodland in Norfolk (10-year agreement) and first SW18 Raise Water Levels agreement on Permanent Grassland on Lowland Peat soils.
• Sustainable Farming Incentive Advisory Professional guidance and application support for farmers adopting regenerative and sustainable farming practices under the UK government's Sustainable Farming Incentive (SFI) scheme.
• Woodland Management Advisory Hands-on guidance and expert advisory services for managing and improving woodland on farmland, helping woodland to survive and thrive, including support for woodland planting grant applications under partnerships such as the Woodland Trust's MoreTrees scheme.
• Pond Restoration Advisory Restoration of overgrown and neglected ponds and creation of new ponds on Norfolk farmland, delivered under Natural England's District Level Licensing Scheme with up to 100% funding available, plus ghost-pond resurrection projects such as Green Lane Field and Artichoke Field.
• Habitat and Species Surveys Specialist ecological surveys carried out by Norfolk FWAG ecologists to determine a farm's baseline habitat and species condition, followed by habitat enhancement plans and species management plans to support on-farm biodiversity.
• Regenerative Agriculture Advisory Consultation on a holistic approach to farming that restores soil health, boosts biodiversity, and builds climate resilience by working with nature, supporting farmers in reducing inputs and producing nutrient-dense food.
• Hedgerow Management Advisory Advisory support working with landowners, farmers, and conservationists to protect, restore, and plant hedgerows, with grants available to help fund planting and management for soil erosion reduction, carbon storage, and wildlife corridor creation.
• Management Packs Tailored management documentation that helps farmers stay compliant and confident with their SFI or Countryside Stewardship agreements throughout the year, making agreements easier to plan and deliver.
• Norfolk Deer Strategy County-wide initiative bringing together farmers, deer managers, and stakeholders to support more effective, coordinated deer management for agricultural, woodland, and environmental benefit, including the Norfolk Deer Strategy mapping system.
• Farmer Membership Annual membership for Norfolk farmers and landowners wishing to farm with nature, providing free telephone advice, preferential rates on chargeable advisory work, discounted access to farm walks and the Norfolk Landscapes Conference, and preferential access to funded projects.
• Corporate Membership Annual membership for organisations seeking to demonstrate environmental credentials and support Norfolk wildlife conservation, with benefits including discounted access to events and the conference, and bespoke volunteering opportunities such as tree planting on Norfolk farms.
• Supporter Membership Annual membership for individuals wishing to support Norfolk FWAG's work, including discounted access to events and the conference and a monthly e-newsletter and quarterly paper newsletter.
• Youth Membership Annual membership aimed at young people learning about the farmed environment, including discounted access to events and the conference and a monthly e-newsletter and quarterly paper newsletter.
• Norfolk Landscapes Conference & Exhibition Annual Norfolk Landscapes Conference & Exhibition at the Royal Norfolk Showground, bringing together farmers, researchers, policy makers, investors, and industry leaders to discuss natural capital and land management, with silent seminars, exhibitor stands, and conference access.
• NFWAG Farm Signs Farm signage product for participating farms to communicate their conservation efforts and environmental stewardship to visitors and the wider community.

Quantifiable outcome

• 100% success rate for woodland planting grant applications submitted (30 land managers, 56 hectares, 81,000 trees)
• +2 more outcomes

Named customers9 records

Segments1 record

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

13 partnerships are on record, tiered core and minor.

• Woodland TrustcoreStrategic or Co-development PartnerNorfolk FWAG works with the Woodland Trust on woodland creation projects, including the MoreTrees scheme. Their partnership supports farmers in accessing woodland planting grants and provides expertise in planting plans and species mixes.
• Natural EnglandcoreStrategic or Co-development PartnerNorfolk FWAG is a delivery body for Natural England's District Level Licensing (DLL) Scheme for Great Crested Newts, providing 100% funding for pond restoration and creation. They also support applications for Countryside Stewardship schemes.
• Norfolk Wildlife TrustcoreStrategic or Co-development PartnerCo-organizers of the annual Norfolk Landscapes Conference & Exhibition. Partnership on conservation projects including the Green Hay Project for grassland restoration.
• Water Resources EastcoreStrategic or Co-development PartnerCollaboration on water management and nature-based solutions in Norfolk. Water Resources East presented at FWAG workshops on improving water quality and increasing water availability through capture and storage of winter rainfall.
• Norfolk Rivers TrustcoreStrategic or Co-development PartnerCollaboration on nature-based solutions delivery. Norfolk Rivers Trust supports farmers to design and deliver NbS measures including leaky dams, sediment traps, and runoff attenuation features.
• University of East AngliaminorStrategic or Co-development PartnerProfessor Kevin Hiscock from UEA presented research on nature-based solutions at Norfolk FWAG workshops, including five key NbS with greatest potential benefits for Norfolk landowners.
• Norfolk Ponds ProjectcoreStrategic or Co-development PartnerPartnership on pond restoration and ghost pond resurrection projects. Norfolk Ponds Project provides expertise in 'resurrection' of historic ponds and co-coordinates the Richard Waddingham Pond Award.
• Broadland Catchment PartnershipminorStrategic or Co-development PartnerPartner organization working on catchment-scale environmental improvements in the Broadland area of Norfolk.
• Norfolk Coast PartnershipminorStrategic or Co-development PartnerPartnership working on coastal and landscape conservation initiatives in Norfolk.
• Broads AuthorityminorStrategic or Co-development PartnerCollaboration on peatland restoration projects. Broads Authority partnered with UKCEH on monitoring greenhouse gas emissions and water levels at Chestnut Farm as part of the Lowland Agricultural Peat Water Discovery Pilot.
• UK Centre for Ecology and Hydrology (UKCEH)minorStrategic or Co-development PartnerResearch partnership on peatland restoration monitoring. UKCEH installed peat level cameras and gas flux towers at Chestnut Farm to measure changes in water levels and greenhouse gas emissions.
• Royal Norfolk Agricultural AssociationcoreStrategic or Co-development PartnerPartner in organizing the annual Norfolk Landscapes Conference & Exhibition, held at the Royal Norfolk Showground.
• Harper Adams UniversityminorStrategic or Co-development PartnerUniversity partnership providing placement students for Norfolk FWAG as part of Environmental Land Management degree programs.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• FWAG (Farming & Wildlife Advisory Group) National Association: The national umbrella for county-level FWAGs. Norfolk FWAG is a regional member and delivers analogous farm conservation advisory services, making the national association a direct upstream peer and brand parent.
• The Wildlife Trusts (Royal Society of Wildlife Trusts): National federation of 46 local wildlife trusts. Norfolk Wildlife Trust is Norfolk FWAG's local affiliate; the federation is comparable as a broader conservation-advisory and habitat-management peer.
• ADAS: Large UK agricultural and environmental consultancy offering scheme application support, environmental land management, and ecology services — overlapping directly with Norfolk FWAG's advisory offering but at much greater scale.
• Woodland Trust: UK woodland conservation charity partnering with Norfolk FWAG on MoreTrees and woodland creation. Comparable in woodland advisory and tree-planting scheme delivery, but operates nationally and with larger funding base.

Direct peers

• Norfolk Wildlife Trust: A Norfolk-based conservation charity co-organizing the Norfolk Landscapes Conference and partnering on habitat restoration. Overlaps with Norfolk FWAG in farmer engagement, conservation delivery, and Norfolk geographic focus.
• Game & Wildlife Conservation Trust (GWCT): UK-wide conservation charity providing farmland wildlife advice, research, and demonstration projects. Highly comparable in farmer-facing advisory and farmland biodiversity focus, though with stronger research orientation.
• Norfolk Rivers Trust: Local catchment-focused charity partnering with Norfolk FWAG on nature-based solutions (leaky dams, runoff attenuation). Overlaps directly on water and farmland conservation advisory within Norfolk.
• Soil Association: UK charity promoting organic and regenerative farming. Comparable farmer advisory and certification function, though with a stronger organic-production focus versus Norfolk FWAG's broader wildlife-and-scheme orientation.
• LEAF (Linking Environment And Farming): Charitable organization promoting sustainable farming through Integrated Farm Management. Comparable in farmer-facing sustainability advisory and demonstration farm network.

Emerging players

• Pond Conservation: UK charity specializing in pond and freshwater habitat conservation — partners with Norfolk FWAG via the Norfolk Ponds Project and Richard Waddingham Pond Award. Directly comparable in pond-restoration advisory delivery.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

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• Instagraminstagram.com/norfolkfwag

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Norfolk FWAG