Waitrose has added a Regenerative Farming logo across its own-brand fresh milk lines this September, to showcase its commitment to sustainable production.

According to the business, Waitrose is the only UK supermarket to offer a 100 per cent free-range guarantee on all private-label fresh milk and cream.

All of the supermarket retailer’s dairy farm suppliers turn their cattle outside to graze for at least 183 days a year, according to Waitrose.

This is part of the retailer’s commitment to supporting sustainable practices within farming and using eco-friendly production methods.

The upgraded private-label fresh milk packaging will feature the new Championing Regenerative Farming logo, which will be available at the supermarket and online from September.

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Charlotte Di Cello, chief commercial officer at Waitrose said: “We’re immensely proud to work with farmers who are taking proactive steps to farm with nature.

“The new Championing Regenerative Farming logo, which you can find on all Waitrose own-brand fresh milk, provides our customers with the reassurance that the farmers supplying their kitchen staples are staying one step ahead of the herd in protecting nature.”

According to their business, one of the suppliers, Stuart Rogers of Longmoor Farm in Dorset, has been taking active measures to restore natural systems and practise regenerative agricultural practices.

Additionally, the Longmoor Farm became completely soya-free with their cow feed a decade ago and switched to homegrown maize to reduce overall soil disturbance.

Stuart Rogers, Waitrose Dairy Farmer said: “We’ve been doing a lot of this as a group for 20 years or so, but now it comes with more urgency. We are a nimble group, able and willing to take on challenges, especially as people learn it’s making their businesses more resilient.”