Jason’s Sourdough has partnered with the regenerative farming company Wildfarmed in a bid to “disrupt the stagnant baking industry”.
As part of its mission to bring better food to retailers and the public, the company is now working with Wildfarmed wheat, which is grown in chemical-free soil and is widely considered to be the “gold standard for regenerative agriculture”.
The result of the collaboration will be a sliced malted ciabattin sourdough bread made using Wildfarmed flour; grown without the use of pesticides in a system that prioritises soil health.
Research has highlighted the environmental impact of bread production in recent years – in 2017 a research project from the University of Sheffield highlighted that the use of fertilisers in wheat production accounts for 43% of emissions in the process.
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Regenerative farming is a type of farming that consists of a conservation and rehabilitation approach to agriculture, with a focus on soil health and means farmers can be less reliant on chemicals such as pesticides.
“We’re keen to support regenerative farming practices and the quality of the products we use is so important to us, as well as our customers,” said master baker Jason Geary.
“With the product entering stores later this month, we’re looking forward to gaining feedback and hoping to see it fly off the shelves.”
“Wildfarmed is the gold standard for regenerative agriculture, so by using our flour Jason’s have created a loaf that not only tastes better but does better,” added Wildfarmed co-founder Ed Lees.
The sourdough bread is set to launch in the coming weeks and will be on sale at Waitrose and Ocado.
