Wildfarmed launching first nationwide bread range in Waitrose

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Wildfarmed, the UK’s leading 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 is taking regenerative produce to the masses and, in turn, bringing biodiversity back to our landscapes while driving systemic change in the food industry.  

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.

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.  

“How we grow food is our single greatest point of agency to address the health, biodiversity and climate challenges we are facing,” commented Co-Founder of Wildfarmed Edd Lees. “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.