Devon has made a big push towards encouraging eco-conscious tourism. We visited and found an impressive variety of approaches, from the pragmatic to the all-encompassing

Hardly a day passes when you don't hear about another exotic resort selling 'eco-conscious' holidays which require flights that leave a carbon footprint bigger than Richard Branson's ego. But having a full-on, environmentally-friendly getaway has become greener, and a lot more convenient, with Devon's approach to sustainable tourism. The county released a green paper promoting its earth-friendly destinations, highlighting the various steps that the local tourism industry is taking.

The all-encompassing approach

Michael Smith's Venus Company is an example of how seriously certain businesses are taking their self-imposed remit. Along with partner Louisa Smith, his mission is to be the greenest beach cafe and shop operator. The company has already won a glut of awards for its green initiatives, which include recycling cooking oil, monitoring CO2 emissions and creating a fund to protect native flora and fauna.

It's a philosophy completely in tune with the beautiful seaside surroundings, where you can rent boards and wetsuits, hire beach huts, take surf lessons and, of course, eat tasty, natural food that's a world away from the usual beachside fare of chicken nuggets and microwaved additives.

The low-key approach

Food is the reason to feel self-righteous at Huxtable Farm bed and breakfast near Barnstaple. Even if you don't give a damn that everything possible is locally sourced - from the cream and cheeses to fruits and vegetables and even elderflowers and hazelnuts that grow on the farm - you'll congratulate yourself on discovering a B&B where you can eat so well.

Upon our arrival, owner Jackie Payne immediately plied us with scones that crumbled perfectly, held together with fresh cream and sweet yet tangy jam. We didn't get to dine on the four-course homemade dinner that all the guests were raving about the next morning, but if breakfast is anything to go by (fresh eggs, more jam, toasted homemade bread) we really missed out.

A typical menu might include cream of nettle soup or homemade herb and liver pate to start, Huxtable Farm pork chops or Huxtable Farm mushrooms stroganoff, ending with elderflower, gooseberry and almond bake or port & redcurrant cream fudge. Damn!

Jackie and Antony are a different example of a serious approach to the 'Green Devon mission'. Farm stays in general are an unadorned approach to travel. The steps the couple are taking on their land are the kind of committed approach anyone could adopt.

Naturally, they use eco-friendly products, recycle everything possible and use low-energy light bulbs. The 80-acre farm also includes a 2¾-mile wildlife trail, nesting boxes and a pond as well as more urbanite appeals like the on-site tennis courts and a sauna. We stayed in a large room done up in a jumble of styles - think of your grandmother's sitting room - and after breakfast Jackie took us to the lamb pen, where the babies ate from our hands.

The day-trip approach

Understanding the farming way of life is the backbone of Occombe Farm, an educational organic farm opened in 2006 by Torbay Coast and Countryside Trust. We visited for an afternoon to look at its herd of Ruby Red cattle, Dorset Down Sheep, bees and more. It encourages organic farming methods, and houses one of the best organic stores I've ever seen.

With luscious cheeses, a gleaming meat counter, and tempting fruits and vegetables piled high, it was so well-stocked I could have spent twice the time there as we spent visiting the cows and sheep. Stock up before you leave or at the least hit the cafe, where quiches, pizzas, soups and pastas make for hearty lunches.

Then drive on in to Paignton to Paignton Zoo, which is dedicated to conservation. It uses solar energy, harnesses rainwater to clean enclosures and uses energy efficient lights and heat pumps. You can even pick up re-purposed animal poo in the form of rich fertiliser in the gift shop.

It's nice to spend the better part of the day at the zoo - riding the visitor train, seeing the monkeys and gorillas, birds and big cats, eating ice cream - in a way that benefits wildlife beyond simply putting it on display.

The economic approach

Kitley House, a country house hotel set in 600 acres near Plymouth, demonstrates the other end of Devon's push toward green tourism. The owner of the 500-year-old grand hotel, has pursued green innovations because they make good business sense (it won a Silver Award in February 2006 in the South Hams green tourism scheme).

He has made it more energy efficient as well as restored the grounds to encourage wildlife ranging from otters and brown trout to swans and doves. The fact is, people care about the impact they're making on the environment, even as they sip cocktails on a balcony overlooking the serene green field abutting a river, or take part in events like murder mystery dinners (during our stay the hotel was full of friendly high-spirited guests trying to guess whodunnit).

The Discover Devon website suggests several itineraries that fit its eco-friendly initiative, all of which highlight choices when touring the area. What appealed to us was the many family-friendly and, indeed, family-owned places and attractions listed, as diverse as cycling programmes to the self-catering holiday park Oakdown Touring and Holiday Home Park. And we didn't have to fly thousands of miles to enjoy them. Now that's green.

The Venus Company
With locations in Blackpool Sands, East Portlemouth, Bigbury on Sea, Newquay
www.venuscompany.co.uk

Huxtable Farm
Near Barnstaple
West Buckland
North Devon
EX32 0SR
01598 760254
www.huxtablefarm.co.uk

Kitley House Hotel
nr Plymouth, Devon
PL8 2NW
01752 881555
www.kitleyhousehotel.com

Occombe Farm
Preston Down Road
Paignton
TQ3 1RN
01803 52002
www.countryside-trust.org.uk

Oakdown Touring Holiday Home Park
Weston
Sidmouth
EX10 OPH
01395 513731
www.oakdown.co.uk

Paignton Zoo
www.paigntonzoo.org.uk

Discover Devon Green Holidays
www.discoverdevon.com