About us
Step into our carefully curated Regenerative Farm Stays and discover a world where fresh organic food grows just outside your door. You’ll wake to gardens brimming with vegetables and herbs, ready for you to pick and savor. Each stay draws you into a simpler, more beautiful way of living, where meals burst with the flavors of the land and every moment feels rooted in the Earth. We handpick these Regenerative Farm Stays from passionate farmers, ensuring an authentic experience of regenerative living. Meanwhile, we’re crafting our own Private Regenerative Farm Stays, designed with natural materials and deeply connected to the land, to bring you even closer to this timeless way of life.
Why We’re Here: Redefining Travel with Purpose
The regenerative movement is reshaping how we live, eat, and travel, inviting us to nurture the Earth and each other. At Rawness, we’re inspired by this movement to create a new kind of hospitality, one that doesn’t yet exist. We believe travel can be more than a getaway; it can be a transformative experience that plants the seeds for a regenerative, connected lifestyle. Our vision is to offer private, self-sufficient retreats where guests immerse themselves in the abundance of a regenerative garden, discover local networks of farmers, craftsmen, and farm-to-table restaurants, and leave inspired to weave these principles into their own lives. By doing so, we aim to spark a flywheel of reciprocity that uplifts local neighborhoods, supports regenerative economies, and shows that a healthier, more joyful way of living is not only possible but practical.
Manifesto
At Rawness, we learn from the past to shape a better future. The old ways of architecture, with natural materials, in harmony with the land, and supported by local networks, weren’t as backward as some might think. The stunning architecture of ancient times, blending seamlessly with nature, shows us a truth: we’ve lost our way. Modern choices have pulled us away from balance with the Earth. But we believe it’s not too late to change course.
Let’s Change the Status Quo Together
The world stands at a crossroads. About 40% of global land is used for agriculture, yet much of it faces declining fertility due to extractive farming, monocultures, and biodiversity loss. According to IPES-Food, global land prices doubled between 2008 and 2022, with 1% of the largest farms controlling 70% of farmland. At the same time, the number of farms worldwide has declined and is projected to continue shrinking. Meanwhile, 30-40% of food is wasted, often ending up in landfills, producing methane. Regenerative agriculture and local food systems offer a sustainable solution: they reduce land use, restore soils, close loops by composting organic waste, and cut food waste by 15-30%. This fosters fertile soils, carbon storage, biodiversity, and community resilience. Yet, habits, ignorance, and a rigid system hinder the transition and keep the status quo in place.
At Rawness, we say: it’s time for a new way. We aim to break this vicious cycle and set a new standard. Our regenerative Stays are more than unique nature experiences; they are a catalyst for change. By immersing our guests in a lifestyle that nourishes the Earth rather than depletes it, we plant a seed of awareness. Every visitor becomes an ambassador of regenerative principles, creating a ripple effect through their choices, from groceries to lifestyle. This is our flywheel effect: a movement that starts with our guests and grows into a global shift.
We challenge the status quo by showing that things can be different. By embracing and embodying regenerative agriculture, we inspire not only our guests but also farmers, businesses, and consumers to join a system that gives rather than takes. Together, we build a future where the Earth doesn’t just survive, it thrives. This is Rawness. This is our revolution.
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Wealth as Commonwealth & Generational Wealth
The Financial Reality of Today: A System Out of Balance. In 2025, the global financial system manages over $120 trillion in assets, shaping economies, communities, and the Earth. Yet, this system is largely extractive, prioritizing short-term profits over long-term prosperity. Approximately 60-70% of investments ($72-84 trillion) fuel extractive industries, depleting ecosystems and widening inequality, with 54% of global wealth held by the top 1%. Pension funds, managing $56 trillion, often perpetuate this cycle, undermining the future they’re meant to secure.
Nature’s Blueprint: Wealth as a Commonwealth
In contrast, the natural world shows wealth as a commonwealth, benefiting all parts of the system.
At Rawness, we believe wealth should mirror this harmony, connecting people, integrating innovation, and regenerating systems. Our mission is to redefine hospitality through Regenerative Stays in the short-term rental (STR) market, creating experiences that restore ecosystems, empower local networks, and build lasting abundance. We’ve developed the Regenerative Hybrid Bonds framework to fund this vision, offering investors a chance to create a new reality where wealth benefits all.
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Architecture in a Natural Foodprint
The architecture of the past was rooted in simplicity and authenticity. Buildings were crafted from local, natural materials, stone, wood, clay, that were not only sustainable but also deeply connected to their surroundings. These timeless designs have a soul: they tell stories, reflect the culture of their era, and offer a sense of harmony to those who dwell within them.
Contemporary architecture has often lost this essence. Many modern buildings are transient, impersonal, and disconnected from their natural and cultural context, with detrimental consequences for both people and the planet. At Rawness, we choose a different path. We design and restore spaces that return to the core: using only local, natural materials and driven by designs that breathe soul.
Our architecture creates places that resonate with people and exist in balance with nature. By building and renovating with respect for the environment and its history, we restore harmony between humanity, space, and the Earth. This is our mission: to craft spaces that not only serve a purpose but also inspire, connect, and remain meaningful for generations.
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The Regenerative Stay Platform
Rawness is more than a collection of private farm Stays, we’re a platform uniting independently owned Hotels, Bed & Breakfasts, and Farm Retreats that share our vision for a better world. Our focus is on regenerative hospitality: unique, high-quality experiences that heal the Earth and inspire guests. Every property we feature is built from natural materials, designed to feel timeless, and surrounded by biodiverse gardens that grow fresh, regenerative food for guests. From historic castles to cozy manor houses and farmhouses, each place meets our strict standards for quality, authenticity, and environmental care. We believe in building local networks, supporting local inheritance, and promoting Slow Food principles. Together, we’re creating a movement where hospitality doesn’t just comfort, it transforms. This is the Rawness family: a network of Stays that nurture the Earth and its inhabitants.
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Collective Crossroads
We stand at the threshold of an age filled with crossroads, where rebels and revolutionaries, unhindered by doubt, dare to rewrite the story. We have innerstood the whisper and know the future it holds. We are shaping it, for we cannot return to what was, having seen what can be. We know what we know: a future of harmony, of thriving fields and healthy connections, is within reach. Many hearts echo this truth, yearning for the same. Yet it is the first to heed the inner calling, to act, who will spark this future into being. Rawness is a way of life, a commitment to mend, to harmonize, to live abundantly in tune with the Earth's rhythm and each other. With open hearts, we walk this path, and we invite you to join us. Step into regeneration. Step into a world that thrives.
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Collective Awakening & Regeneration
Never underestimate the ability of a small group of dedicated people to change the world. It is the only thing that ever has.
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Real change doesn’t require large numbers. What it needs is a small group of people who are passionate, committed, and ready to take action.
History proves this to be true. Many of the world’s greatest movements and transformations began with just a handful of individuals who believed deeply in their cause.
You never change things by fighting the existing reality. To change something, build a new model that makes the existing model obsolete.
This isn’t a dream to chase alone. It’s a path we carve together.
A message from the founder
Sjoerd Alblas
Growing up on a Dutch farm, I was surrounded by animals and the rhythms of the land. My childhood, filled with care, connection, and resourcefulness, laid a foundation that shaped every decision I made later. In my early years, I worked as a furniture maker, creating pieces that celebrated the simplicity and strength of natural materials. Then, at La Granja in Ibiza, where design merged with soil and rhythm with nourishment, I found new inspiration. I saw how regenerative hospitality could deeply move people, but I also noticed what was missing: private, intimate, and tranquil spaces that felt like home.
I have lived many lives across different countries, climates, and callings. I restored old homes in France, created edible gardens, and crafted furniture from raw wood. Throughout my journey, I worked as a photographer, designer, project manager, and gardener, but at my core, I always sought a more grounded way of living. My path led me from managing properties in Provence to launching an eco-village concept in Belize. On Ibiza, I created the first Regenerative Farm Stay. I harvested vegetables from terraces and cooked meals using what the land provided. I hosted retreats, photographed homes, and consulted on branding for those pursuing a more beautiful life.
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Wherever I go, I seek out small regenerative farmers, drawn to the flavors, stories, and honesty of food grown with care. Knowing where my food comes from matters to me, and I want my choices to support a world I believe in. Every step of my journey has taught me something and every place has been a teacher.
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My partner and I have always taken a holistic approach to life. Since 2011, we have shared our life and work seamlessly, blending our passions and pursuits. When we encountered the regenerative movement, it felt like a reflection of the life we were already living, mirroring values we had long held. This inspired me to envision something new: Private Regenerative Farm Stays, designed with intention and built from natural materials. Rooted in the land and crafted by local hands, these spaces would have food growing just outside the door, offering comfort through simplicity rather than excess.
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Rawness is how I bring this vision to life, not as a concept but as a way of living. It serves as a reminder of how life was always meant to feel and an invitation to re-embrace that way of living.