Regenerative brand Wildfarmed launches first bread range in Waitrose

Regenerative food and farming brand Wildfarmed has launched its first nationwide bread range exclusively in Waitrose.

From 1 May, five “life-changing” bread products including sliced white and seeded bread, white rolls, and slow-fermented, hand-crafted sourdough will roll out in the upmarket retailer’s stores, followed by baguettes and flour products in June.

A recent survey by Wildfarmed found that nearly two-thirds of consumers feel pesticide free ingredients and sustainability credentials are “very important” or “important” when purchasing bread.

To address this, for harvest 2024, the company is working with over 100 UK and French growers to produce wheat in line with the Wildfarmed Regenerative Standards, which are third-party audited.

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This involves growing crops alongside companion plants, integrating grazing livestock, and using observation and nutrition instead of pesticides to manage crops.

Waitrose brand innovation manager Oliver Chadwyck-Healey 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.”

Wildfarmed co-founder Edd Lees 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.

“Working with Waitrose, we’re incredibly excited that our products are now available to everybody nationwide.”



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