Regenerative flour baked into leading product-range
M&S has introduced Wildfarmed Regenerative Flour into its top-performing bakery range, M&S Collection Sourdough.
Wildfarmed, the regenerative farming and food company, continues to grow its relationship with national retailer, M&S, with Wildfarmed Regenerative Flour included in the M&S Collection Sourdough range, consisting of a white sourdough, seeded sourdough, signature sourdough and sourdough baguette.
Already selling over 75,000 loaves per week, according to the food company, the freshly-baked range is available at over 500 M&S stores across the UK.
Wildfarmed wheat is grown in line with the Wildfarmed Regenerative Standards, the UK’s first third-party audited protocols for arable farmers created to guarantee the gold standard of regenerative agriculture. Wildfarmed wheat is grown without the use of pesticides, herbicides or fungicides and grown alongside companion and cover crops, restoring biodiversity, soil and ecosystem health.
Farmers who switch to Wildfarmed are provided with a proven, commercial roadmap that prioritises food security and nutritional quality whilst restoring their soils.
M&S first launched Plan A in 2007, and the retailer has a target to become a net zero business by 2040.
Since 2022, when M&S became the first national retailer to collaborate with Wildfarmed, customers have snapped up over a million loaves in the M&S x Wildfarmed range.
The inclusion of Wildfarmed flour in the Collection Sourdough range features in M&S’s Farm to Foodhall campaign, starring Tom Kerridge, created to fulfil consumer desire to know more about where their food comes from.
George Lamb, co-founder at Wildfarmed, said the huge success of the first bread range proved that the British public want to engage in products that not only taste better, but are better for you and the planet.
“By bringing Wildfarmed flour into Marks and Spencer’s in-store bakery products, there are now more ways than ever to experience the unrivalled benefits of food grown to the gold standard of regenerative agriculture, Wildfarmed. We needn’t choose between food that’s good for us or food that’s good for the planet,” Lamb noted.
Harry Peak, M&S product developer for bakery said the expansion of the collaboration with Wildfarmed proves that the public wants sustainable products that taste incredible.
“We are working with our farmers in different product supply chains to support the uptake of regenerative agriculture practices,” Peak added. “This new Wildfarmed collaboration makes it more possible than ever for people to choose food made from crops grown regeneratively, which brings soil back to life. It’s part of a journey to ensure that no one needs to compromise between food that tastes great, is good for them or the planet.”
