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.

Huxtable Farm 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.

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Delightful Devon: The green, green grass of home

The all-encompassing approach

The low-key approach