WILDFARMED PARTNER WITH M&S FOR A RANGE OF REGENERATIVE LOAVES
27/09/2022
This September, regenerative farming pioneers, Wildfarmed, will be collaborating with
Marks & Spencer to launch the first ever planet-friendly sliced bread on the high street.
From 10th September, four different Wildfarmed loaves will land on M&S supermarket shelves across the UK. Priced at £2.25 each, these will be available at over 500 stores and on Ocado, providing wide scale access to pre-sliced loaves, packed full of flavour each made with a blend of flour including Wildfarmed regenerative flour.
The range includes:
Sunflower and Spelt, with its light nutty flavour, perfectly blended
Fruit and Treacle, sweet and filled with lightly soaked vine fruits and figs
Wheat and Rye, a perfect toasting slice with a light rye flavour best enjoyed with butter
And classic sliced White of course, for the bacon sarnie of dreams
By simply buying a loaf of M&S Wildfarmed bread, customers will be able to support Wildfarmed’s mission to become the biggest soil regeneration programme on British arable land.
On a mission to champion more environmentally friendly farming techniques, Wildfarmed has, until now, worked primarily with independent bakeries and restaurants. Partnering with M&S will enable shoppers up and down the country to become part of one of the most ambitious soil regeneration programmes on British farmland, whilst also helping wildlife biodiversity with every purchase and tasty bite.
Harry Peak, M&S Product Developer for Bakery said; “We’re very excited to be the first national retailer to partner with Wildfarmed and bring their incredible flour to our customers, via a range of new sliced loaves in store. At M&S we’re passionate about embracing environmentally friendly farming methods, so using flour that’s grown and harvested in a way that protects our soil for future generations, just made perfect sense. We want to make it easier for customers to choose products which benefit the planet as well as their taste buds, Wildfarmed bread is a great example of that.”
What is Wildfarmed?
Wildfarmed is a food business that represents change. By farming differently, in a way that works with nature, Wildfarmed flour is regenerative, fully traceable and tastes better. Wildfarmed wheat is grown in nutrient rich soil without the use of pesticides, herbicides, or fungicides, where grasses, trees and perennial plants are put back into the "fields of single crops", restoring biodiversity, soil and ecosystem health. Farmers are rewarded for the quality of their grain within a supply chain that empowers businesses and consumers to become part of the solution to the world’s most complex problem: climate change.
Helping to spread the message, Co-Founder George Lamb, says: “This is where things get really interesting. By working together with M&S we are able to transform vast areas of farmland from destructive chemical-based systems to regenerative systems that heal the land. Our partnership with Marks and Spencer heralds a new chapter not only for Wildfarmed, but for businesses who want to be on the right side of history. By choosing to work with Wildfarmed, Marks and Spencer are supporting an initiative that is bringing together farmers, food businesses and consumers to make agriculture a solution to the climate crisis, rather than a contributor.
Why does bread matter?
A sarnie, a bap or even a regular slice of toast? Call it what you will, us Brits love a loaf, and we love a good sandwich – but how much thought do we put into the bread we buy and eat? Simply by choosing a loaf of Wildfarmed bread to make that favourite sandwich, customers can provide a vital first step in reducing their impact.
Marks and Spencer first sold pre-made sandwiches in 1929 and rolled them out more widely from 1980, with over 2 million sandwiches being sold every week in store today. M&S also launched its first in-store bakery in 1996, with bread and bakery treats cooked fresh for customers to enjoy for the last 26 years.
And that’s not all…
To celebrate the launch, Co-Founder George Lamb will be travelling the breadth of the country with his dad, Larry Lamb, (actor: Gavin & Stacey, Eastenders), meeting special guest chefs and bread lovers along the way… they will be in store at Norwich on September 26th, Leicester 27th, Cardiff 28th, Chelmsford 29th.
Each Wildfarmed loaf will be available to buy from September 10th in M&S supermarkets across the UK, with online orders available from Ocado.com in late Autumn 2022.
