When Harrison Ward set up an Instagram account to share photos of outdoor meals, it wasn’t with a strategy, a business plan, or even an audience in mind. It was a lifeline.
Freshly sober, struggling with mental health, and rediscovering a love for nature and food, Harrison found healing in the act of cooking on windswept hillsides. The account was simply a personal diary—an honest attempt to document a new beginning.
Today, that lifeline has grown into Fell Foodie—a personal brand and business that encompasses speaking, writing, events, partnerships, and digital storytelling. But at its heart, Fell Foodie remains what it always was: an invitation to open up, slow down, and find connection—within ourselves and the wild.
“It started as me sharing my story. That was all. I didn’t expect it to become anything more. But people resonated with it—because it was real.”
The Spark
Fell Foodie didn’t begin with a business plan. It began with a breakdown.
For years, Harrison Ward battled alcohol addiction and the heavy silence of depression. At his lowest, life felt like something to endure, not to enjoy. But when sobriety offered a glimmer of hope, he needed something to hold onto – a rhythm, a ritual, a reason.
He found it in the fells.
The Lake District became his refuge. And while others might take a sandwich or flask, Harrison brought a frying pan. On ridges and ridgelines, he lit stoves, seared meat, stirred sauces. Cooking outside became an act of grounding. A way to stay present.
“It was just me, the pan, and the view. Nothing else mattered in that moment. It helped me feel like I was building something good.”
A work colleague, noticing his quiet transformation, suggested he start an Instagram account to share the meals. Not as a business, just as a journal.
So, Harrison posted. One meal. Then another. Then another. There were no filters, no tricks. Just real food, in real weather, cooked by a man slowly reclaiming his life.
“I was never trying to be a brand. I was just trying to keep going.”
But people saw something in it. Not just beautiful backdrops or comforting food, but honesty. Humanity. And hope.
The Model
As Fell Foodie grew, so did its dimensions. What began as a personal practice evolved into a multifaceted business rooted in storytelling, presence, and purpose.
But it’s not a conventional business, and Harrison is the first to admit he finds the elevator pitch tricky. Because at its core, Fell Foodie isn’t about services. It’s about sharing a life reclaimed—through food, nature, and honest conversation.
“It’s public speaking, it’s media work, it’s workshops, it’s content. It’s a bit of everything. But all of it comes back to sharing a story.”
Today, Fell Foodie operates across several strands:
- Public Speaking
Keynotes, panels, and talks focused on mental health, addiction recovery, and the power of the outdoors. Harrison is booked by schools, festivals, companies, and charities alike. - Media and Content Creation
Collaborations with broadcasters, brands, and online platforms, often blending food, fell-walking, and lived experience. - Workshops and Events
Outdoor cooking demonstrations, wellbeing walks, and festival appearances, designed to spark joy and conversation. - Catering and Experiences
Small-scale, high-impact outdoor meals for special events or private bookings. - Writing and Books
Sharing his story through articles and in-progress long-form work, including a potential future book. - Brand Partnerships
Selective collaborations with ethical outdoor brands, approached with care and transparency.
While speaking is currently the largest income stream, Harrison balances it with creative work and live events. Every decision is made slowly, ensuring alignment with his values and capacity.
“I can’t sell something I don’t believe in. And I can’t burn out trying to do it all.”
“If by being vulnerable and using my story, it encourages a bit more vulnerability in the room—then that is the ultimate purpose. For so long in my life, I didn’t feel like I had any purpose. Now, I do.”
The Impact
Fell Foodie’s impact is not measured in clicks or conversions. It’s felt in the quiet moments—when someone reaches out after a talk to say, “That was me too.”
At its heart, Harrison’s work is about opening space. Space for vulnerability. Space for slow healing. Space to remember that joy and nourishment are possible, even after the darkest seasons.
“I’m not a motivational speaker. I just share what happened to me. If that helps someone, I’m grateful. But they do the work themselves.”
Still, the ripples are real.
- Mental Health Visibility
Harrison’s openness around sobriety and depression has helped dismantle stigma, especially among men, outdoor communities, and younger audiences. - Encouraging Conversation
His story acts as a permission slip—inviting others to share, to cry, to speak up. Not in polished TED-style talks, but in car parks after a walk, or DMs from strangers who’ve found a piece of their own journey reflected in his. - Accessible Outdoors
By cooking in real weather with basic kit, Harrison gently challenges the idea that nature is only for the elite. He reminds people that you don’t need perfect gear or perfect health to belong outside. - Reframing Recovery
Instead of framing sobriety as restriction, Fell Foodie frames it as abundance. Full plates. Full lungs. Full heart.
“I try to show that you can rebuild. That happiness is still out there, even if you’ve lost your way.”
The impact might be unmeasured—but it’s deeply felt.
The Marketing
For Harrison, marketing isn’t a performance. It’s a continuation of the same story he’s always told—with honesty, humour, and heart.
There’s no slick funnel. No viral tactics. Just consistent, authentic sharing of real moments—wind-whipped stoves, misty fells, and reflections on sobriety and selfhood.
“People connect with people. If you show up as yourself, they lean in.”
Fell Foodie grew through quiet resonance. Posts on Instagram led to podcast invites. A BBC piece opened doors to wider media. Speaking gigs came through word of mouth, not cold outreach.
What’s worked is simple:
- Marketing by Association
Collaborating with values-aligned organisations—outdoor brands, mental health groups, local festivals—has helped build trust and visibility without selling out. - Platform-Specific Storytelling
Instagram remains the heart of the visual story. LinkedIn supports professional connections. Each channel serves a purpose, used with intention rather than overwhelm. - Consistency Over Hype
Regular updates, unfiltered moments, and behind-the-scenes posts offer a human, grounded window into the work—and the man behind it. - Speaking as Storytelling
Every talk is a form of marketing—not for a product, but for a mindset. Harrison shares his journey, and if someone wants to work with him afterwards, they know exactly who they’re getting.
“The story leads. Not the strategy.”
It’s a slow, organic form of growth—but it’s real. And it lasts.
The Finances
There was no overnight success. No big investor. No viral turning point. Just a slow, steady move from passion to profession.
In the early days, Fell Foodie made no money at all. Harrison was still working full-time, sharing his story in spare hours and funding every outing himself.
“For a while, it was just a hobby with a side of hope.”
As opportunities grew—first in kind, then with small payments—Harrison began reinvesting every penny. Speaking gigs, brand partnerships, and catering events brought income, but also expenses. Stoves, travel, gear. The cost of saying yes.
Eventually, he took the leap. Full-time self-employment. No backup plan—just belief, and a track record of slow, meaningful growth.
Today, the business sustains his living. He describes it as “surviving rather than thriving,” but the numbers are growing, year by year.
- Primary Revenue Streams
- Public speaking (schools, festivals, corporate events)
- Event catering and outdoor experiences
- Media content and brand collaborations
- Writing and future publishing projects
- Public speaking (schools, festivals, corporate events)
- Business Model Philosophy
Harrison keeps his overheads low and his ethics high. He avoids debt, chooses projects with purpose, and reinvests profits into growth. - Ethical Boundaries
He’s turned down lucrative offers that conflict with his values—including a life insurance brand whose tone around suicide felt “deeply wrong.” That clarity has cost him income—but protected his integrity.
“I don’t want to just get by. But I also don’t want to sell out. So I grow slowly, on my terms.”
Financially, Fell Foodie isn’t yet flying—but it’s grounded. And it’s growing.
The Vision
Harrison Ward doesn’t dream of empire. He dreams of enough—enough reach to make a difference, enough income to live well, enough space to breathe.
“Growth isn’t just financial. It’s personal. It’s about being able to say yes to the right things—and no to the wrong ones.”
Over the next decade, Harrison envisions a business that remains intimate, ethical, and human. But also more defined. Right now, there’s a blend: Harrison Ward the speaker, and Fell Foodie the outdoor cook. The future may involve gently separating those brands—each with its own rhythm, audience, and purpose.
- For Harrison Ward
Speaking engagements, workshops, and mental health advocacy rooted in lived experience. - For Fell Foodie
Outdoor cooking content, brand collaborations, and experiential events that bring nourishment to the hills.
Beyond structure, the deeper vision is legacy.
Harrison wants to be a voice of possibility—for those in recovery, for those disconnected from nature, for anyone wondering if they can start again. His story, simply shared, is part of that invitation.
“I want to keep telling the truth. Keep showing what’s possible. And live a life I’m proud of.”
Time, he says, is the real wealth. And the freedom to use it wisely is the ultimate goal.
“It’s not an overnight thing. It’s the 5-to-9 after your 9-to-5. It’s consistency. It’s passion. And it’s asking for help when you need it. That’s how this became a business.”
The Challenges
Behind every windswept meal and heartfelt talk is the quiet reality of doing it all yourself.
Fell Foodie may look serene from the outside—but like most purpose-led businesses, it’s been built in the messy middle. Harrison is open about the toll it can take.
“Self-employment is freeing, but it’s also intense. You’re the engine, the admin, the inbox, the invoice. Some days, it’s overwhelming.”
Several challenges have shaped his journey:
- Balancing Purpose and Pressure
When your brand is your story, it’s hard to switch off. Speaking about mental health means staying mentally well yourself—which isn’t always easy when life gets loud. - Defining the Offer
With so many strands—speaking, cooking, content—it’s been difficult to communicate a simple, unified pitch. Harrison is currently revisiting this, aiming to clarify what each audience needs and how he can best serve them. - Saying No
Growth brings offers. Not all of them align. Turning down work (especially when income is tight) requires courage, but it’s essential to long-term integrity. - Grief and Life Transitions
The recent passing of Harrison’s father marked a tender moment in both life and work. Slowing down, making space for mourning, and choosing rest over momentum became necessary—even when deadlines loomed. - Isolation in the Outdoors Industry
While increasingly celebrated, Harrison’s presence as a man openly discussing addiction and emotions still feels rare. Holding that space can be quietly heavy.
“It’s a privilege to do this. But it’s also work. And sometimes, it’s lonely work.”
Still, Harrison meets these challenges with quiet resilience. He doesn’t claim to have the answers—but he keeps showing up.
The Mindset
At the core of Fell Foodie is a belief in presence. That healing happens moment by moment—by walking, by cooking, by breathing in the cold air and lighting the stove.
Harrison doesn’t position himself as a guru. He’s a companion. A man who knows darkness, and now walks toward the light—with muddy boots and a meal in hand.
“I try to live the message. I don’t always get it right, but I check in with myself. I make space to notice.”
His business is rooted in personal recovery, so the internal compass matters deeply. To guide his work, Harrison holds to a few core non-negotiables:
- Movement and Nature
Regular fell-walking isn’t optional—it’s medicine. Time outdoors resets his energy, helps regulate mood, and reconnects him to why he started. - Food as Grounding
Cooking remains his ritual. It’s less about the meal, more about the process. Chop, stir, breathe. - Reflection and Structure
Harrison journals. He plans. He reassesses. He knows that self-employment can blur all boundaries, so he’s learning to create soft ones—weekends off, tech breaks, slow mornings. - Authenticity as Strategy
Every post, talk, and partnership is filtered through one question: Does this feel honest? If the answer’s no, it’s a no.
“People think the job is speaking. But the real job is listening—first to yourself, then to others.”
That gentle self-awareness is the quiet foundation of everything he builds.
The Wisdom
Harrison’s journey from personal crisis to public platform has left him with a set of grounded, hard-won lessons. Not just about building a business—but about holding yourself with care while doing so.
Here’s what he’s learned along the way:
- Start where you are
“Don’t wait for a logo, a brand deck, or the perfect plan. Just start sharing. The rest will unfold.” - Stay honest, especially when it’s hard
“People don’t need polish. They need truth. Say when you’re struggling. That’s where connection lives.” - Let growth be slow
“Faster isn’t always better. I’ve said no to things that didn’t feel right—and I’m still here.” - Ask for help
“You’re not meant to do it all alone. I’ve had friends, mentors, and peers who’ve held me up. Let them.” - Keep returning to the why
“When it gets noisy, come back to your reason. Mine was survival. Then it became service. That’s the anchor.”
These aren’t marketing tips or business hacks. They’re reflections from someone who’s walked the road—and still walks it, slowly, one fell at a time.
Try This
Inspired by Harrison Ward’s journey? Here are five practical, soul-aligned steps you can take—whether you’re starting a purpose-led business, rebuilding your life, or just looking to share your story more honestly.
- Cook a meal outdoors
You don’t need fancy gear. Just a stove, a view, and something simple to stir. Let the act ground you. Let nature hold you. - Share a story you’ve been sitting on
Write a post. Record a voice note. Tell someone you trust. Begin letting others into your experience. You never know who might need it. - Revisit your values before your goals
Instead of asking “What do I want to achieve?”, try asking “What do I want to stand for?” Let the answers shape your next move. - Say no to something misaligned
Even if the money’s tempting. Even if it looks good on paper. Practice the art of protective no’s—so you can make space for the right yes. - Map your support system
Make a list of people who lift you up. Friends, mentors, peers. Reach out. Tell them you’re grateful. We grow best in community.