From Family Farm to Industry Leader
Early 2000s
The Beginning
George Snell began diversifying the family farm, developing an oil-based kiln system to dry kindling. Firewood followed on a small scale, with barn-dried ash supplied to local retailers.
2006
Founding of Certainly Wood
Nic Snell joined the business and Certainly Wood was formally established. With kiln drying perfected, the focus shifted to promoting the performance and commercial benefits of kiln-dried firewood, positioning the business as a pioneer in the UK market and beginning the transition to more sustainable processes, including wood-waste boilers.
2010
Expansion into Natural Firelighters
Natural firelighters were added to the range after being discovered at a trade show in Italy. A dedicated production facility was later established in Herefordshire, and Flamers became a recognised, high-turnover product for trade customers.
Mid-2010s to 2020s
Growth in Kiln Dried Firewood Production
UK’s first HETAS-certified producer
Expansion from 1,000 tonnes to 20,000 tonnes of kiln-dried firewood sold; participation in setting Woodsure Ready to Burn standards.
2020
KindleFlamer Innovation
George invented the KindleFlamer, a natural firelighter designed to light a log fire without the need for kindling, further simplifying fire-lighting for end users and retailers.
2024
Kiln Facility Fire & Operational Resilience
In August 2024, a serious fire destroyed the kiln-drying facility and damaged key infrastructure. Thanks to a rapid emergency response and strong support from customers, suppliers, and industry peers, the incident resulted in no injuries and reinforced the resilience of the business and its community.
Early 2025
Strategic Merger & Recovery
Certainly Wood merged with respected local producer Gwernyfed Wood, a partnership built on shared values and complementary capabilities. The merger strengthened production capacity, enabled continued UK manufacturing of key product lines, and supported the introduction of new BBQ and smoking products.
Late 2025
Leadership Transition
Founders George and Nic Snell stepped back from day-to-day operations while remaining closely involved in the business. Sandra Taylor, a long-standing member of the team, was appointed Managing Director, ensuring continuity of values, experience, and strategic direction.
2026
Present Day
Strengthening Supply & Looking Ahead
Certainly Wood is investing in a large new on-site storage facility to increase capacity, improve availability, and better manage seasonal demand. The business now combines UK production from the Gwernyfed Wood site with supply from trusted European partners, maintaining consistent kiln-dried quality while improving resilience, choice, and year-round availability for trade customers.
Industry Leaders
Pioneers of Kiln-Dried Firewood
Among the first to commercially sell kiln-dried firewood in the UK, using wood-waste-fuelled kilns supported by on-site solar power.
Raising Industry Standards
First UK producer to achieve HETAS Quality Assured Fuel certification, introducing
volumetric transparency.
Product Innovation
Innovation continues through in-house manufacturing, with our Flamers and KindleFlamers, launched in 2013, among the first natural firelighters sold in the UK.
Industry Leadership & Commitment
Certainly Wood is a member of the SIA, committed to quality, transparency, and evolving safety and emissions standards.