Northern Pasta Co has secured its first major supermarket listing, with its regeneratively grown British spelt pasta now available nationwide in Waitrose.

The Cumbria-based brand, founded in 2022 by husband-and-wife team Imogen Royall and Matt Kenyon, began selling on market stalls in the North of England and has since built a following through independent retailers and direct customers.

Its Waitrose launch will see three of its core lines – Radiatori, Fusilli and Rigatoni – rolled out to shoppers across the country for the first time.

Northern Pasta Co said the listing marks a major milestone in its growth, while allowing it to continue championing British farming and regenerative agriculture.

Royall said: “This is a hugely exciting moment for us. From the very beginning, our goal has been to create pasta that not only tastes exceptional but supports British farmers and restores our soils.

“To now see our products on shelves nationwide at Waitrose feels incredibly special. We’re thrilled to be partnering with a retailer that shares our commitment to quality, sustainability and provenance.”

The brand makes its pasta using British-grown spelt, a heritage grain it says offers strong flavour and texture benefits alongside environmental advantages. Production takes place at its solar-powered HQ in Cumbria using slow bronze extrusion and drying methods.

Northern Pasta Co has also won backing from high-profile names in food, including cook and restaurateur Thomasina Miers, while Paul Burgalières, executive chef at Simon Rogan’s L’Enclume, has also used the pasta in his own kitchen.

Kenyon said: “We’ve always believed that better farming leads to better flavour. This listing allows us to support more British farmers practising regenerative agriculture while bringing truly great pasta to more people’s tables.”

Waitrose pasta buyer Charlotte Kissane said the launch aligned with the retailer’s focus on British farming and regenerative agriculture.

“We are delighted to introduce Northern Pasta Co. to our food lovers,” she said. “Beyond being a fantastic-tasting brand, this launch underpins our mission to support British farmers and celebrates the future of regenerative agriculture.”

The supermarket listing comes as Northern Pasta Co prepares to publish its first cookbook, Pasta for the People, in April. Written by Royall, the book features recipes from the brand’s own kitchen alongside contributions from chefs and food creators including Max La Manna, Tom Hunt, Joe Woodhouse, Saliha Khan, Olia Hercules and Ed Barrow.

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