15 Years On: How ‘Upstream Thinking’ is Transforming the South West’s Rivers

Fifteen years after it began, South West Water’s landmark environmental programme Upstream Thinking has become a regional success story, marking its anniversary with a major conference that brought together more than 100 delegates.

A Bold Idea Turned Long-Term Success

Launched in 2010, Upstream Thinking was built on a simple but powerful concept: protecting water at its source benefits everyone — from rivers and wildlife to the communities that depend on them.

The programme uses nature-based solutions and partnerships to tackle agricultural runoff, protect drinking water supplies and strengthen the region’s resilience to climate change.

In her speech to the conference, Pennon CEO Susan Davy reflected on how the journey began:

“Fifteen years ago, when we first set out with Upstream Thinking, I don’t think any of us quite realised the journey we were about to begin… At the time, it was a fairly radical idea that rather than just treating water when it reached our works, we could start right at the beginning of its journey at the source. It sounded simple enough, but it was bold. What makes Upstream Thinking truly special isn’t just the concept, it’s the people. Here’s to fifteen years of Upstream Thinking, to innovation that helps maintain beautiful rivers, healthier habitats, and a legacy we can all be proud of.”

📷UST Conference

Achievements Over 15 Years

Key results from the programme include:

• Engagement with more than 2,000 farms across over 144,000 hectares of land

• The planting of more than 300,000 trees

• Restoration of peatland, creation of ponds and wetlands

• Farm improvements to trap sediment and nutrients, reducing pollution in water sources

These outcomes have been achieved in partnership with local conservation groups, academics and farm advisers — making water protection a key part of land management across the region.

Dr David Smith, South West Water’s Natural Resources Manager, who has led the programme’s development, said:

“It was amazing to catch up with so many people who’ve been involved with Upstream Thinking over the years and to celebrate with them, especially how the partnership has grown and the range of the work it now covers. The day was a positive touch point for reflecting on all the successes and moving forwards into the next 5 years and beyond.”

📷Cake cutting

Partnership at the Heart

The programme is delivered in collaboration with a consortium of regional partners, including Cornwall Wildlife Trust, Devon Wildlife Trust, Westcountry Rivers Trust, South West Lakes Trust and the University of Exeter.

During the conference, project leads from Cornwall and Devon showcased examples of how collaboration with farmers, tree planting, herbal-ley conversions and wetland restoration have improved both the environment and water quality.

Carolyn Cadman, Chief Sustainability and Natural Resources Officer at South West Water, said:

“Upstream Thinking has shown what’s possible when we work with nature rather than against it. The challenges of climate change and nature recovery are complex, but this partnership has proven that lasting change happens when we work together. The next chapter is about going further – accelerating nature recovery, supporting sustainable catchment management and ensuring that clean resilient water sources remain at the heart of our future.”

Tony Juniper, Chair of Natural England, added:

“Whereas the focus has for decades been on conservation, the agenda now is more about nature recovery. This requires a different mindset – to encourage good things to happen, and to not only stop bad things. And to be effective we have to work at the level of catchments, building partnerships, make better use of public money and focus on outcomes rather than processes.

“Upstream Thinking is a remarkable example of how we might work differently now and in the future. The partnerships here are fantastic – people working in catchments, finding effective nature-based solutions. It’s hugely inspirational, to see it now, 15 years on. It’s been made possible because of the trust that’s built between everyone involved in the partnership from wildlife trusts to farmers, Westcountry Rivers Trust, South West Water and Exeter University. This is a glimpse of the future and it will bring about important change.”

Annabel Martin from Westcountry Rivers Trust said:

“It’s been a real privilege to work with the Upstream Thinking team over the last 15 years. It’s enabled us to visit hundreds of farmers to discuss farm run-off and the positive actions that they can take to reduce the problem. We’ve also been able to trial innovations and new ways of engaging farmers, and aim to work with the most intensive, impactful farmers. We’re looking forward to getting started in a new round of the project.”

Tom Shelley from Cornwall Wildlife Trust added:

“Upstream Thinking is an important strategic project for Cornwall Wildlife Trust. It has allowed us to work with farmers over 15 years to build positive relationships to help and support their businesses alongside delivering positive environmental changes. We have seen win-wins for the farmers and the environment across entire catchments. The experience gained has allowed us to grow and apply for complementary projects to deliver an even larger impact for the environment. Cornwall Wildlife Trust are pleased to continue the good work of Upstream Thinking.”

Looking Ahead

As the programme moves into its next phase, discussions focused on scaling up what works, improving monitoring and evaluation, attracting additional funding and increasing community involvement.

Susan Davy closed the conference by looking to the future:

“As we look ahead to the challenges of climate change, population growth, and everything else that lies ahead, I have real confidence knowing that this mindset, this way of working is now part of who we are, it’s in our DNA. We know what’s possible when we come together, across sectors, across landscapes, across muddy fields and we know that it delivers lasting results.”

📷Susan Davy at UST