David Bond is concerned. The world of his children is dominated by a cacophony of brand names and a dependence on screens. Like city children around the world, they spend too much time indoors. In an attempt to get them to appreciate the outdoors, he appoints himself marketeer of nature. He comes up with a campaign, designs a logo and is soon out there 'selling' nature to British families. His product is free, available in abundance, and has proven benefits - but when will nature expire?