Waitrose launches exclusive Wildfarmed nature-friendly bread range
Waitrose has become the first retailer to partner with the Wildfarmed regenerative farming and food business as it launches a range of exclusive branded bread products in its shops and online.
The range of five loaves and rolls is free from palm oil or fat, artificial preservatives or emulsifiers, and uses wheat grown using regenerative farming methods that focus on improving the health of the soil and the environment.
Waitrose is planning to add Wildfarmed flour and baguettes to the range in June.
Oliver Chadwyck-Healey, Waitrose brand innovation manager, said: “At Waitrose, we adopted the principles of regenerative farming on our Hampshire farm, the Leckford Estate back in 2020, after being LEAF Marque certified* since 2001. We strongly believe in farming in harmony with nature.
“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.”
The Wildfarmed wheat is grown in line with the Wildfarmed Regenerative Standards, the UK’s first third-party audited protocols for arable farmers created to guarantee the gold standard of regenerative agriculture.
Edd Lees, co-founder of Wildfarmed said: “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.”
“When you go down the bread aisle, you won’t miss it. It’s bright green, full of life, and the only bread with a disco ball.”
The relationship between Waitrose and Wildfarmed builds upon last year, when two Wildfarmed wheat fields were sown at Waitrose’s Leckford Estate in Hampshire.
Andrew Ferguson, general manager on the Leckford Estate, said: “We’re already farming regeneratively at Leckford, but we’re very conscious that there are as yet no recognised standards that apply to regenerative agriculture. Wildfarmed is an exception, with their own written standard and that standard is quite stretching.
“We always want to learn from how we farm at Leckford, and this is a brilliant opportunity to do so while benefiting from the support of a small group of farmers who are all trying to be progressive in their mindset and approach to farming. We want to make regenerative farming mainstream.”
