About Us

In 2006 two people came up with a great idea.

Brothers Nic and George began their joint business journey back in 2006 when they set up Certainly Wood on the family farm in Hereford. George had farmed at home with his father since leaving Cirencester Agricultural College, whilst Nic pursued a career initially in growing raspberries, then running a local soft fruit co-operative, and finally marketing for a larger co-op, before joining George in 2006 to set up Certainly Wood.

The farm grows cider fruit and blackcurrants for Ribena and with an early passion for trees, Nic and George’s father Hugh started growing poplar trees on the farm.

When Hugh married in 1957, he planted an area of poplars vowing to take his wife Jennifer on a world cruise when the trees reached maturity 25 years later, at which point he would sell them to Bryant & May for matches. Sadly the Bryant & May factory closed before the trees matured, so the dream never came true, however, his and George’s passion for growing poplar continued for many years.

About 60 years ago, Hugh bought a small machine from the local village that made kindling from waste pallets. Kindling production from poplar became one of the first diversification enterprises of the farm and George developed a way to dry the wood and started selling kindling to Tesco’s. Firewood then followed in a small way, but just ash which was dried in the old barns and sold to local retailers.

When Nic joined George, they agreed to set up a separate business to the farm. Nic, having recently done a post graduate diploma in marketing, was keen to set up a brand and so Certainly Wood was born. Whilst George had developed a kiln to dry the kindling and then logs, Nic worked towards promoting the great benefits of the new process of kiln drying firewood.

The business set out to bring a more professional approach to what was a very traditional cottage industry, hoping to make it not only easier for customers to buy firewood in known quantities, but also of consistently high quality. Working very closely with stove manufacturers and distributors, stove retailers and installers in the early days, the aim was to help educate customers about the importance of using dry wood and the right fuel for the wood burning stove. 

This has come a long way since we began and kiln dried logs are now fairly standard and frequently used by many who wish to ensure consistent dryness of their firewood. Nic was heavily involved in influencing the set up of the Woodsure Ready to Burn certification which is now embedded in law as a legal requirement for all firewood retailers to only sell firewood that is approved under this scheme. The business grew significantly since 2006 from processing and drying 1,000 tonnes of barn dried firewood to up to 20,000 tonnes of premier kiln dried firewood by 2024.

We added natural firelighters to the range.

In 2010 Nic and George discovered natural firelighters at a show in Italy and thought they were the perfect fit for the Certainly Wood brand. The Flamers brand was set up, production started in Europe and the sales grew steadily. It quickly became evident that it was a product that once people tried it, they loved it and never wanted to go back to the smelly chemical alternatives.

A few years later a production facility was set up at the Certainly Wood base in Herefordshire and since then Flamers have become known for their long length of burn and without the additional unwanted smelly residues. 

In 2020, George came up with the concept of a very long Flamer which we have branded as a KindleFlamer – the ultimate firelighter which needs no kindling to light the log fire. Customers welcomed this new addition to the range as it fitted perfectly with the company’s commitment to lighting fires quickly and with ease. 

We have, and will continue to, plant trees.

At Certainly Wood, sustainability is at the heart of everything we do. The company has continued Nic and George’s father’s passion for trees and has been planting many across the whole of the UK, in many places creating new woodlands which communities can now enjoy.

We believe in taking action, not just talking about it. In 2024 alone, we planted nearly 2,000 trees. Every tree makes a difference - reducing flood risk, improving soil quality, and supporting mental wellbeing by creating greener spaces for communities. By choosing our firewood, customers aren’t just warming their homes - they're helping to grow a more sustainable future.

We offer our customers the opportunity to “plant a tree” with their order, and we now also plant a  tree with every order our Fire Club members place. With more members joining every year, the more trees we are planting, increasingly contributing to cleaner air, richer biodiversity, and a healthier planet for future generations.

From the ashes we rose.

They say that if you play with fire, you might get burnt. Unfortunately, we experienced this first hand in August 2024 when a serious fire broke out in the early hours of the day in the Certainly Wood’s kiln‑drying facility. Once we realised that this fire was not to be easily extinguished, we were quickly joined by 14 firefighting crews from the surrounding areas. The fire still destroyed our kilns, damaged boilers, and threatened much of our stock, but thanks to the rapid response of our team and the fire service, and with wind direction working in our favour, the fire was eventually brought under control, preventing a total loss.

Although there was significant damage to the site, nobody was injured & the support that we received from customers, suppliers, friends, competitors and industry stakeholders was overwhelming. The fire tested us, but it has also shown us the strength in our people and community. We are more committed than ever to maintaining the high quality and service our customers expect and our focus now is continuing to innovate and deliver the products and values that define us.

The Business Today

Roll onto 2025, we were delighted to merge with another respected local firewood producer, Gwernyfed Wood. Sharing many of the same values the partnership has been a natural fit. Their well-established production facilities have enabled us to continue some of our manufacturing here in the UK and maintain key product lines of high-quality British firewood.

This exciting merger has not only strengthened our core operations but also allowed us to expand our offering, including the introduction of a new range of BBQ and smoking products.

As Gwernyfed Wood’s owner Iain Burgess put it: “We are incredibly excited to be merging our business with Certainly Wood - clearly, the UK’s leading brand in firewood. We see huge opportunities in combining the two businesses to drive significant growth.”  

Founders George and Nic Snell have now stepped back from the day-to-day operations of the business but remain closely involved and deeply connected to Certainly Wood’s ongoing journey. Their vision and values continue to shape the company’s direction. Stepping into the role of Managing Director is Sandra Taylor, a long-standing and highly respected member of the team. With many years of experience at Certainly Wood, Sandra brings a deep understanding of the business and a strong commitment to upholding its ethos and the founding members’ values as she leads the company into its next chapter.

Sourcing Firewood

As we look to the future, Certainly Wood is embracing exciting new developments that will strengthen our supply chain and improve the overall experience for our customers. One major step forward is the construction of a large new storage facility onsite, designed to significantly increase our capacity which will help reduce lead times, ensure consistent availability, and better manage peak seasonal demand.

While we've proudly focused on British firewood since founding the business in 2006, we now continue the business combining our own production from our Gwernyfed Wood site with supply from trusted European partners who offer exceptional quality, consistent supply, and excellent value - benefits we believe our customers will truly appreciate.

The decision to move away from purely British firewood was not made lightly, but with thorough research and a focus on maintaining the highest standards, we're confident it’s the right move. All the firewood we offer is kiln-dried to the same high standards, delivering the reliable performance you expect from Certainly Wood. Most importantly, our commitment to quality, sustainability, and customer service remains unchanged. These developments simply allow us to serve your customers better - with faster delivery, more choice, and consistent availability all year round.

Industry Leaders

In more ways than one, Certainly Wood is a true industry leader. From the start, we have been pioneers in kiln‑dried firewood in the UK - in fact, we believe we were the first in the UK (and perhaps one of the first in the world) to commercially sell kiln‑dried logs. At a time when no one else was doing this, we also made sure our kilns were fuelled by wood waste and powered by on‑site solar electricity, marrying innovation with environmental responsibility.

We were the first UK producer to achieve HETAS ‘Quality Assured Fuel’ certification, ushering in greater consistency and trust in the marketplace. We moved away from vague measurements like “loads” or weight sales, instead selling our logs in checked, volumetric packs and bulk bags so customers always knew exactly what they’re getting. 

Innovation hasn’t stopped there. We continuously work to optimise our processes so that you get top-tier quality at the fairest cost. Our Flamers and KindleFlamers natural firelighters - first launched in 2013 - are made in Herefordshire and were among the first “natural” firelighters sold in the UK.

We’re also proud to support the Stove Industry Association (SIA), a trade body representing stove manufacturers, retailers, and installers in the UK. By aligning with SIA, we strengthen our commitment to safety, environmental compliance, and responsible wood‑burning practices. Through this relationship, we remain at the forefront of evolving stove and fuel standards, helping ensure that our customers receive fuel that meets high performance and emissions benchmarks

We are committed to making sure that our dedication to quality, transparency, innovation and great customer service will continue to be the reason why so many of our customers often say that they “certainly would” buy from us again.