Waitrose has partnered with National Geographic CreativeWorks to launch a two-part YouTube series highlighting regenerative farming and the retailer’s work at its Leckford Estate.

Filmed at the Waitrose-owned farm in Hampshire, the series explores challenges facing the global food system and examines how the supermarket is working with farmers across its supply chain to adopt more nature-friendly agricultural practices.

The collaboration also puts a spotlight on Waitrose’s Farming for Nature programme, through which the retailer is supporting around 2,000 British farmers in moving towards more sustainable and resilient farming methods.

Andrew Hoad, director of the Leckford Estate, said: “We are proud to have collaborated with National Geographic CreativeWorks to bring the reality of regenerative farming to a wider audience.

“At Leckford, we aren’t just talking about the future of farming; we are living it every day. This series is a vital rally cry to show why transforming our food system matters to everyone.”

Hoad added that the retailer’s Farming for Nature programme would help support 2,000 British farmers towards “a more resilient, nature-friendly future”.

Waitrose has set a target for all of its own-brand UK meat, milk, eggs, fruit, vegetables and horticulture to be sourced from farms using regenerative practices by 2030.

The retailer said customers can already see examples of the approach through its Leckford product range, which is grown and produced on the estate using regenerative techniques.

A National Geographic spokesperson said: “The future of food is one of the defining stories of our time, and one incredibly close to our hearts at National Geographic CreativeWorks.

“Through our storytelling partnership with Waitrose, we’re proud to be bringing audiences closer to the people, places and innovations the Waitrose team are pioneering in shaping regenerative agriculture.”

The two-part series launched on 19 August and is available globally via National Geographic and Waitrose’s YouTube channels.

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