Wildfarmed Launches First British Bread Range in Waitrose
From 1st May, shoppers can buy five different breads from Wildfarmed, including sliced white to sourdough and rolls – in Waitrose. They will also be launching a baguette and flour in Waitrose in June.
The whole range is the first consumer launch for Wildfarmed, whose bread is made from wheat that is totally traceable back to its 100 growers – all farming in line with the Wildfarmed Regenerative Standards.
These standards help boost biodiversity and flavour by farming in collaboration with nature, rather than against it – all part of Wildfarmed’s mission to transform lunches and landscapes.
After becoming an industry name by supplying flour to over 500 brands – including ASK Italian, Bread Factory, Wahaca, plus major football stadiums, restaurants and bakeries across the UK – this is customers’ first opportunity to buy a 100% Wildfarmed product.
The launch marks the start of a major disruption in the traditional, stale bread aisle, as regenerative farming goes mainstream.
Wildfarmed is a UK leading regenerative food and farming company. A recent Wildfarmed survey found nearly two-thirds of consumers feel pesticide free ingredients and sustainability credentials are “very important” or “important” when purchasing bread – revealing a growing appetite for regenerative food that not only tastes good but does good.
Addressing 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. This involves growing crops alongside companion plants, integrating grazing livestock, and using observation and nutrition instead of pesticides to manage crops. Turning fields that were silent, dead zones into fields buzzing with bees, birds and biodiversity.
The result is a new range of farmer friendly and naturally delicious breads that bring life back into our dying soil and ecosystems. Empowering consumers to be a part of the solution to the climate crisis, whilst enjoying real, nutritious food that transforms landscapes across the UK.