20 years ago, the main associations made with Cornwall were poverty and pasties, and not
much else. Nowadays, however, it’s a very different story. There’s even a term, ‘brand
Cornwall’, denoting the county’s new-found clout as an effective marketing tool; and it’s as
strong as ever. I spoke to Amanda Winwood, managing director of Made for Life Organics,
about her businesses’ success and how having roots in Cornwall has helped grow her brand.

She attributed Cornwall’s rise in popularity to its abundant natural beauty and the unique
landscape with its proximity to hundreds of miles of superb coastline. In a world where
there is an increasing amount of ‘dis-ease’ due to modern day stresses; you name it, social
media, politics, demanding workplaces, people are increasingly turning to nature and
holistic wellbeing as a means of coping. When you surrender to the fact that the only thing
you ever really control is your lifestyle choices, then these become sacred and worth paying
for. On a macro-level, you’ve got destructive political leaders, wars and famine taking place,
which you are powerless to control. So, the only answer is to work on a micro-level, which
means focussing on bettering yourself, through a clean living and holistic practices. This is
reflected in some recent statistics, such as the 26% rise in people buying organic produce
and the fact that veganism has grown by a whooping 500% since 2014.


With an estimated global worth of 3.7 trillion and double-digit annual growth across all
wellness sectors since 2010, health and wellness is one of the world’s largest and fastest
growing industries today, according to a recent study by the Global Wellness Institute.
When you put this into the context of recent economic history, it becomes distinctly more
impressive. Let us cast our minds back to the financial crises of 2008 and more recently to
Brexit, which has marked the death, or slow decline of many sectors. And that’s just the in
UK. Within a global arena, the economy has seen a fraction of the growth that economists
might have predicted a decade ago. A pretty bleak picture by anyone’s standards, yet from
within this financial doom and gloom Cornwall and the health and wellness industry is a
shining anomaly.

Amanda explained that her organic skincare range was centred on the philosophy that we
can’t be healthy if the environment isn’t. She said it stemmed from research published by
Harvard University in 1993, which revealed scientific proof that humans are inextricably
linked with nature. The technical term is ‘biophilia’, which refers to the innate affiliation
humans possess for all living things; be it organisms, species, habitats and the natural
environment. More and more people are waking up to the fact that being outside and in
touch with nature is the key to finding inner contentment and are therefore seeking it out in
their recreational time. This helps to explain why wellness tourism represents 80% of all
tourism globally.

Research conducted in 2006 by Plymouth and Exeter universities proves a correlation
between people who live by the sea and tend towards a more outdoorsy lifestyle, and
quality of life. Now when people think of Cornwall, they associate it with beautiful beaches,
surfing and world class food and drink. It’s become a brand that says true happiness and
well being.

A real indicator of this dramatic growth within the Health and Wellness industry in Cornwall,
is the Health and Wellness Innovation Centre, built in Truro in 2013. The impressive building
houses close to 50 businesses all involved with the industry. It’s where Amanda Winwood
has based Made For Life Organics and she says that the development is a major asset for
Cornwall and that it provides a fantastic space for the likes of her business.
Amanda also believes that a huge factor in the phenomenal rise of ‘brand Cornwall’ is due
to the people. In fact, she says, there are more entrepreneurs per square mile than
anywhere else in the UK, which is an impressive figure for a county that is also one of the
poorest. She goes on to explain that Cornwall is populated by a deep-rooted group of
people, who really value where they live. There is a strong emphasis on protecting the
environment, which can be seen with successful grass-roots movements, such as Surfers
Against Sewage and the 2 Minute Beach Clean, both of which are Cornwall based initiatives.