Waitrose has partnered with Wildfarmed, a regenerative farming and food business, to launch a range of exclusive branded products in its stores. The Wildfarmed range includes bread loaves and flour created using regenerative farming methods that focus on preserving the landscape and soil, and paying farmers fairly.
The wheat used in the range of five loaves and rolls is free from palm oil or fat, artificial preservatives or emulsifiers. The products are claimed to be better for taste, more sustainable and have less environmental impact.
Oliver Chadwyck-Healey, Waitrose Brand Innovation Manager, said: “We know our customers care about where their food comes from, and have a real appetite for delicious products, which is why working with Wildfarmed is the perfect recipe. Their commitment to challenging and reforming the food system is inspiring, and aligns with our Plan for Nature. I can’t wait to see the loaves land on the shelves.”
Edd Lees, co-founder of Wildfarmed, added: “Wildfarmed began as a field-to-plate collaboration, uniting farmers and food buyers to create a new food system. One where Wildfarmed growers combine nature and food in fields full of life, and where Wildfarmed customers support these farmers in their vital work.”
“How we grow food is our single greatest point of agency to address the health, biodiversity and climate challenges we are facing. Our flour has been championed by some of the best independent UK bakeries and restaurants. We’re incredibly excited that our products are now available to everybody nationwide.”
The Wildfarmed loaves and rolls launched in Waitrose shops and online this week, with flour and baguettes following in June.
NAM Implications:
- Wildfarmed gain access to the Waitrose footprint.
- Waitrose can be seen supporting farmers.
- A win-win benefiting those in the aisle…
