Regeneration giant sets its sights on a greener future

Dane Elliott, director of sustainable development at the Doncaster group, told the Yorkshire Post that the social and economic impact of their house construction had to be considered alongside the environmental effect.

Mr Elliott recently took on the new role after being property director. His role involves improving sustainable practices inside Keepmoat's businesses, which include Bramall Construction, Frank Haslam Milan and Keepmoat Homes, as well as in the homes it builds.

He said that although attempts to engage with the green agenda looked good and could improve a company's image, they also had a real balance-sheet benefit.

"It can help reduce overheads in business – particularly carbon reduction and energy reduction, especially with energy prices heading the way they are.

"It will increasingly make good business as well as being the right thing. The vast majority of our work is in partnership with local authorities who are increasingly looking to do work based on sustainability factors."

But Mr Elliott said that it took time to change the culture across the huge Keepmoat group, which turned over 570m for the year to March 31, 2009.

"Each of our business arms are autonomous units with their own targets and performance record. Head office can recommend strategy but they have to be responsible for their own business. The political side has to be carefully managed."

Bramall Construction, one of the Keepmoat companies, is already involved in several low- or zero-carbon projects around the country. It is building 91 zero-carbon homes in Park Dale, in Fryston, in West Yorkshire, which is set to be one of the largest social developments of this type in the country.

Technologies include the use of a district biomass heating system, mechanical ventilation and heat-recovery system. Grey water will be used to flush toilets.

"Clients are increasingly asking about all the credentials related to the environment," Mr Elliott said. "Most people think mostly about environmental matters when it comes to sustainability but there is also the social impact and the economic impact."

The private-sector housing market has slumped over the last two years but for Keepmoat, this has been offset by huge public spending on the regeneration of social housing through the Decent Homes programme. Its social housing order book stands at 1.5bn.

There is a large market for Keepmoat to tap into because of the Government's targets for all new homes to be zero carbon rated by 2016 and for Britain to slash its entire carbon emissions by 80 per cent by 2050.

The second aim has led Keepmoat to back the Grand Designs Great British Refurb campaign, which involves updating the current housing stock.

Encouraging sustainability

Keepmoat's decision to invest more time and money in sustainability was taken between 18 months and two years ago.

Dane Elliott said he had long had an interest in climate change and took on the green role to try to better co-ordinate the group's environmentally-driven activities.

Since then, it has made it into the top half of the Next Generation top 25, the benchmark which encourages sustainability in residential development.

The firm has also appointed sustainability champions in its eight business units and set targets for cutting its own levels of energy, water and waste.