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When you think of an "eco-holiday", does it conjure up a picture of huddling around a barely lit fireplace in a draughty Cornish cottage, devoid of electricity and eating only lentils and sawdust? Thought so.
Natural Retreats are hoping to change that image with their eco-resorts - ecologically sound lodges that don't compromise on comfort or style.
Their hamlet of ten lodges in Yorkshire ticks all the green boxes. Renewable energy? Check. Recycled water? Check. Grass for a roof? Er... Check.
But the best thing about Natural Retreat's lodges is that you won't be sitting around the communal fire, singing about Mother Earth and having to dash off to use the "compost toilet" when all those beans and lentils get the better of you.
You're much more likely to be lounging around in your modern living room, sipping a glass of organic Shiraz from the welcome hamper, cooking up a dish from the locally sourced produce and all the while listening to your favourite tunes on latest, renewable-energy powered entertainment system. Not exactly roughing it, is it?