New Bread on the Block

Wildfarmed, a regenerative food and farming company, has launched its first range of “life-changing” breads in UK supermarkets. From 1st May, five bread products will be available in Waitrose, followed by baguettes and flour products launching in June.

From naturally delicious sliced white and seeded bread to slow-fermented, hand-crafted sourdoughs, each product is made with Wildfarmed regenerative flour, helping transform lunches and landscapes one slice at a time.

The bread aisle sits at the centre of an environmental storm: decades of intensive chemical farming have led to a 69% decline in wildlife, degraded soil and a public health crisis, with half of UK bread containing two or more pesticides linked to health issues.

Wildfarmed is on a mission to change this. By disrupting the traditional bread aisle. it’s taking regenerative produce to the masses and, in turn, bringing biodiversity back to our landscapes while driving systematic change in the food industry.

Championing food and nature as one

Recently, a survey carried out by Wildfarmed found that 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.

A new army of optimists that change food for good

Wildfarmed works directly with over 100 pioneering farmers who form part of a powerful, community-led field-to-plate supply chain, which provides shoppers – as well as chefs, bakeries and restaurants – a unique opportunity to know exactly who grew their food and how.

Since 2019 Wildfarmed has built an extensive, growing presence across the UK’s food and drink industry, by supplying flour to over 500 restaurants, retailers, and cult-bakeries. These include the likes of ASK Italian, Jolene, Wahaca, Franco Manca, Bread Factory and Specialty Breads, as well as football stadiums, schools and many more.

The business believes healthier soils produce better ingredients and that ultimately, the best flavours come from food grown the right way – as shown by its community of Michelin star chefs, restaurants and artisan bakeries.

Now, the launch of Wildfarmed bread products – and flour products in June – sees Wildfarmed take its first step into UK supermarkets. Empowering even more people to become part of the solution for change.

Edd Lees, co-founder of Wildfarmed commented:

“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.

How we grow food is our single greatest point of agency to address the health, biodiversity and climate challenges we are facing. Our flour has been championed by some of the best independent UK bakeries and restaurants. Working with Waitrose, we’re incredibly excited that our products are now available to everybody nationwide.

When you go down the bread aisle, you won’t miss it. It’s bright green, full of life, and the only bread with a disco ball on it.”

Oliver Chadwyck-Healey, Waitrose Brand Innovation Manager, 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. I can’t wait to see the loaves land on the shelves.”

The full list of products launching in Waitrose include:

• Wildfarmed life-changing sliced white, RRP £2.80
• Wildfarmed’s life-changing sliced seed, RRP £2.80
• Wildfarmed life-changing white rolls, RRP £2.50
• Wildfarmed life-changing sourdough, RRP £4.00
• Wildfarmed life-changing seeded sourdough, RRP £4.00
• Wildfarmed life-changing baguette, RRP £3.00
• Wildfarmed life-changing plain flour, RRP £2.50
• Wildfarmed life-changing bread flour, RRP £2.50

All packaged breads can be frozen at home. All products are free from palm oil or fat, artificial preservatives or emulsifiers.

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International Bakery

Media contact

Caitlin Gittins
Editor, International Bakery
Tel: +44 (0) 1622 823 920

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