15 Years On: How South West Water’s Upstream Thinking Is Transforming Rivers Across the South West

South West Water is celebrating 15 years of its pioneering catchment management programme, Upstream Thinking, which has worked with more than 2,000 farms across 144,120 hectares of land to reduce pollution in rivers and improve water quality.

Natural Solutions for a Cleaner Future

The scheme focuses on using natural methods to prevent pollution from farmland run-off, which can contain manure, fertilisers, herbicides and pesticides. When these reach water sources, the treatment needed to make drinking water safe becomes more intensive and costly.

Through Upstream Thinking, farm advisors are funded to help farmers and landowners near rivers and reservoirs adopt better land management practices that protect water quality and support biodiversity.

First launched in 2010, the programme has introduced a range of long-term measures such as soil testing, nutrient management, building manure sheds, improving farm tracks, increasing slurry storage, and constructing ponds.

It has also led to the planting of more than 390,000 trees, which help filter pollutants, reduce soil erosion and slow water flow.

Expanding Across the South West

The next phase of Upstream Thinking, running from 2025 to 2030, will expand its reach across the South West Water and Bournemouth areas and, for the first time, include Bristol Water.

Delivery partners for the next stage include Bristol Avon Rivers Trust, Farming and Wildlife Advisory Group South West, Catchment Sensitive Farming, Dorset Wildlife Trust, Cornwall Wildlife Trust, Devon Wildlife Trust, South West Peatland Partnership, Wessex Rivers Trust and Westcountry Rivers Trust.

“The Results Speak for Themselves”

Susan Davy, CEO of Pennon Group, said:

“I’m incredibly proud of what the Upstream Thinking programme has achieved over the past fifteen years. It shows what’s possible when we look beyond simply treating water, and focus instead on protecting and improving it at its source. When our raw water is cleaner, with less sediment, nutrients and pollutants means healthier rivers, thriving biodiversity and fewer environmental impacts.

“What makes this programme so special is the way it brings people together. Across more than 80% of our catchments, we’ve worked alongside brilliant partners – farmers, conservationists, scientists, universities and land managers, all with a shared goal of restoring nature and improving water quality.

“From simple, effective local measures like fencing to stop cattle entering rivers, to the large-scale restoration of thousands of hectares of moorland that helps prevent flooding and naturally purifies water, the results speak for themselves. It’s a pioneering blueprint for how water companies can work in true partnership with others and make a real, lasting difference for our environment.”

A Decade and a Half of Progress

David Smith, Natural Resources Manager at South West Water, said:

“We are so pleased to celebrate the hard work our partners have put in to make Upstream Thinking a success as we launch another five years of the programme this autumn.

“To put it into context, the 144,120 hectares of land we have already worked on is roughly the same size as London, so it’s a huge achievement.

“We also want to thank all the farmers and land managers who we have worked with to improve the water quality and wildlife but preventing pollution in the rivers of the South West.”

Long-Term Monitoring and Research

The programme is delivered by independent NGOs and catchment partners, with outcomes monitored by researchers at the Centre for Resilience, Environment, Water and Waste (CREWW) at the University of Exeter.

Annabel Martin, Land Management Officer at Westcountry Rivers Trust, said:

“Upstream Thinking has enabled us to effect significant positive change in the agricultural landscape, and we’re delighted to continue our involvement in this innovative project.

“Westcountry Rivers Trust has had the privilege of working alongside South West Water to deliver Upstream Thinking since the very start, and we’re proud to see the programme’s development and evolution.”

From 2015 to 2025, Upstream Thinking supported soil testing, nutrient management and farm advice across 144,120 hectares of land. As the programme moves into its next phase, South West Water and its partners are set to continue improving water quality and biodiversity across the region.