M&S has introduced Wildfarmed Regenerative Flour into its highly popular bakery range, M&S Collection Sourdough. This move further strengthens the partnership between Wildfarmed, the regenerative farming and food company, and the national retailer, M&S. The M&S Collection Sourdough range includes various options such as white sourdough, seeded sourdough, signature sourdough, and sourdough baguette.
According to the food company, the freshly-baked M&S Collection Sourdough range is already selling over 75,000 loaves per week and is available in over 500 M&S stores across the UK.
Wildfarmed wheat is cultivated in adherence to the Wildfarmed Regenerative Standards, which are the UK’s first third-party audited protocols for arable farmers. These standards ensure the gold standard of regenerative agriculture. The wheat is grown without the use of pesticides, herbicides, or fungicides. Additionally, it is grown alongside companion and cover crops, which help restore biodiversity, soil, and ecosystem health.
Farmers who transition to Wildfarmed receive a proven, commercial roadmap that prioritizes food security and nutritional quality while rejuvenating their soils.
M&S’s commitment to sustainability is evident through its Plan A initiative, launched in 2007, with a goal to become a net-zero business by 2040.
Since 2022, when M&S became the first national retailer to partner with Wildfarmed, customers have enthusiastically embraced the M&S x Wildfarmed range, resulting in over a million loaves sold.
The inclusion of Wildfarmed flour within the Collection Sourdough range aligns with M&S’s Farm to Foodhall campaign, which aims to satisfy consumer curiosity about the origins of their food. This campaign features Tom Kerridge, the renowned chef.
George Lamb, co-founder of Wildfarmed, emphasizes the tremendous success of the initial bread range, highlighting the British public’s desire for products that not only taste better but are also better for their health and the planet. Lamb asserts that by incorporating Wildfarmed flour into Marks and Spencer’s in-store bakery products, there are now more opportunities than ever to experience the unparalleled benefits of food that meets the gold standard of regenerative agriculture.
Harry Peak, M&S product developer for bakery, expresses his enthusiasm for expanding the collaboration with Wildfarmed, knowing that the public demands sustainable products that are incredibly delicious. Peak explains that M&S is actively working with farmers across various product supply chains to promote the adoption of regenerative agricultural practices. This new collaboration with Wildfarmed makes it easier for people to choose food made from crops grown regeneratively, helping bring life back to the soil.
In conclusion, M&S’s partnership with Wildfarmed and the inclusion of Wildfarmed flour in the Collection Sourdough range demonstrate the company’s commitment to providing sustainable and high-quality products that satisfy customer preferences. This collaboration allows consumers to enjoy food that tastes great while also being good for their health and the planet.