M&S has announced its partnership with Wildfarmed to launch a range of regenerative bread loaves in a bid to help wildlife biodiversity.
Looking to support Wildfarmed’s mission to become the biggest soil regeneration programme on British arable land, the collaboration will be the first time the food business has partnered with a national retailer.
The selection available across 500 M&S stores and via Ocado includes Sunflower and Spelt, Fruit and Treacle, Wheat and Rye, as well as White bread.
The wheat used in Wildfarmed flour is grown in nutrient rich soil alongside plants and grasses which looks to restore biodiversity, soil and ecosystem health.
“At M&S we’re passionate about embracing environmentally friendly farming methods, so using flour that’s grown and harvested in a way that protects our soil for future generations, just made perfect sense,” M&S product developer for bakery, Harry Peak said.
“We want to make it easier for customers to choose products which benefit the planet as well as their taste buds, Wildfarmed bread is a great example of that.”
Wildfarmed co-founder, George Lamb added: “By working together with M&S we are able to transform vast areas of farmland from destructive chemical-based systems to regenerative systems that heal the land.
“By choosing to work with Wildfarmed, Marks and Spencer are supporting an initiative that is bringing together farmers, food businesses and consumers to make agriculture a solution to the climate crisis, rather than a contributor.”
