New fragrance a breath of fresh air

The Peak District has joined the other 14 UK national parks in a partnership with home fragrance brand Air Wick to launch a special range of air fresheners.

Conservation projects in the national parks will benefit from sales of the new National Parks Fragrance Collection, which in the first year is expected to generate them over £100,000.

Jim Dixon, chief executive of the Peak District National Park Authority, said: “We are delighted to announce our new partnership with Air Wick.

“It will generate income for us and the other national parks, and bring our work to the attention of a much wider and diverse audience in a new and interesting way.

“The national park collection of fresh fragrances is designed to capture the essence of our wonderful landscapes.

“It offers millions of Air Wick customers the opportunity not only to enjoy the atmosphere of Britain’s countryside in their homes, but to financially support the work and projects of the national parks.”

The Peak District fragrance appears in the spring/summer collection, one of four national parks featured: the Yorkshire Dales, Brecon Beacons, Exmoor and Peak District.

In the Peak District the money will be spent on continuing to raise awareness about the national park’s special qualities and work with farmers to conserve habitats such as hay meadows, moorland and woods.

Kathryn Cook, National Parks UK director, said: “This partnership will help us engage young people and families.

“We take great care in the choice of partners because there has to be a synergy between an organisation such as National Parks UK and a brand.”

The new National Park Fragrance Collection is on sale in all major grocery outlets from February.

In 2012, similar partnerships between US national parks and business generated $22 million.