It means:
Devon’s red soil still grows grass for cattle, but the next generation of farmers is rewilding marginal land, running heritage-breed meat boxes alongside solar grazing, and turning barns into low-impact food halls. The new Devon farmer is part ecologist, part entrepreneur, and fiercely local.
Of course, change is never clean. Rising property prices still push locals out. The A38 still clogs with summer traffic. Some villages fear becoming “hipster ghost towns.” devon - redefining devon
Not by erasing the old, but by refusing to be fossilised by it. This is the story of a county that has stopped trying to be England’s memory card and started being its laboratory.
The turning point came amidst the industry-wide realization that "growth at all costs" was no longer rewarded by the market. Investors began demanding returns, discipline, and a clear path toward sustainability. In response, Devon initiated a radical consolidation strategy, most notably marked by its merger with WPX Energy in 2021. It means: Devon’s red soil still grows grass
The redefinition of Devon rests on three strategic pillars that distinguish the "New Devon" from its predecessors:
The culinary world has been a major catalyst in this redefinition. Devon has moved far beyond the "cream tea" stereotype. A new generation of chefs and producers is leveraging the county’s incredible natural larder to create a destination for sustainable gastronomy. From the fishing boats of Brixham to the regenerative farms on the edges of Dartmoor, there is a fierce focus on hyper-locality. Michelin-starred establishments are now found nestled in rural villages, proving that Devon can compete on a global stage while maintaining a radical commitment to farm-to-table ethics. Rising property prices still push locals out
What emerged is something rarer:
: They offer custom-made design consultancy, specifically noted at their major showrooms like the one in Notting Hill, London .
To provide a useful write-up, it is important to note that "Redefining Devon" most often refers to a significant governance and devolution proposal for the county of Devon, England, which seeks to modernize local authority and service delivery [5]. Redefining Devon: Governance and Devolution This proposal, often titled