My trip up north to see family, included some lichening on the way up and included several new inland and very upland finds of the true Cladonia firma, see https://britishlichensociety.org.uk/resources/species-accounts/cladonia-firma” class=”bbcode_url”>https://britishlichensociety.org.uk/resources/species-accounts/cladonia-firma. This may not be the same taxa recorded as Cladonia firma on coastal habitats, some of which at least appear to be a form of Cladonia symphycarpa with atranorin but lacking norstictic acid.
First with the Cumbria Lichen Group, flushed andesite slab at 520m at Kirkstone Pass, Westmorland:

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Wet thalli brown-green = Cladonia firma & sliver-grey = Cladonia subcervicornis
A bit more lowland 70m, Ervie Moor, by Loch Ken, Kirkdbudbrightshire, a wonderful rhos pasture with rocky greywacke outcrops with H10 heath and CG10 grassland

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Cladonia firma drying

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Cladonia firma damp

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Habitat, rocks in CG10 grassland, with M25b rhos pasture below
Finally on a hunt for more Cladonia peziziformis on Airie Hill, Kirkdbudbrightshire, wet granite slabs in recently wild fire burned M15 wet heath at 225 – 240m

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Cladonia firma, wet on granite slab

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Habitat, wet granite slab in M15 wet heath
This suggests the lichen might be widespread in at least parts of the uplands in the west. Look for what is essentially a green-brown Cladonia subcervicornis, which is easiest to spot when wet. Dry the both turn their undersides up; these are different, Cladonia firma is less white, but the difference is not easy to see except close up. Interested to hear of any other inland finds
Neil