Wildfarmed and M&S build on their retail relationship

Wildfarmed’s regenerative flour is in a leading product range and championed in M&S’s Farm to Foodhall campaign 

Wildfarmed is a pioneering regenerative farming and food company. Its regenerative flour will feature in the M&S Collection Sourdough range. Already selling over 75,000 loaves per week, 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, the standards guarantee gold status in regenerative agriculture. Wildfarmed wheat’s production does not incorporate pesticides, herbicides or fungicides. Companion and cover crops help to restore biodiversity, soil and ecosystem health. Farmers who switch to Wildfarmed benefit from a proven, commercial roadmap that prioritizes food security and nutritional quality.

M&S first launched Plan A in 2007, which was pioneering in its approach to sustainability. Now, this way of thinking about environmental, ethical trade, animal welfare and healthier foods is a core part of how the company sources and makes its products.  

The retailer is targeting to become a net-zero business by 2040. Over 70 percent of M&S Food’s emissions come directly from agriculture. As such, sustainable farming is not just a nice-to-have but a necessity.

George Lamb, Co-founder at Wildfarmed, said: “The huge success of our 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. There are now more ways than ever to experience the unrivalled benefits of food grown to the gold standard of regenerative agriculture.”

Harry Peak, M&S Product Developer for Bakery said: “Expanding our highly popular collaboration with Wildfarmed is an exciting development. It remains ever clear 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. This new Wildfarmed collaboration makes it more possible than ever for people to choose food made from crops grown regeneratively.”