Baker & Baker is set to provide financial support over the next three years for a water stewardship project across East Anglia.
The sweet treats supplier claims it is the first bakery business to get behind such a collective action, which is being made in connection with the Norfolk Rivers Trust and the Waste and Resources Action Programme (WRAP) as part of its Water Roadmap.
Encompassing the Norfolk and the Cam and Ely Ouse (CamEO) regions, the project seeks to identify farming initiatives that improve water retention, reduce runoff, protect soils, enhance biodiversity, and improve the resiliency of the surrounding environment.
Baker & Baker said this would be achieved via engagement with farmers and the implementation of appropriate management plans and interventions, which will ultimately seek to improve crop yields and quality over the short and longer term.
The company sources a number of key ingredients including cereals and sugar beet from the geographical area, which it noted had been internationally recognised for rare habitats and species. Baker & Baker revealed it would also be sharing details of the project with its core suppliers that operate there.
To date, 66 food and drink businesses have committed to WRAP’s Water Roadmap, which requires them to set water-related targets, report on progress, and invest in collective action to address water risk in their supply chain.
“We’re proud to support the Norfolk and CamEO water stewardship project, and we are looking forward to collaborating with stakeholders in the region in the years to come,” commented Nicholas Bevan, director for sustainability at Baker & Baker.
“This project will have a direct and positive impact on the sourcing of some of our key raw materials for a range of our bakery products, and so we’re particularly pleased to have identified a project that has such relevancy for our business.”
WRAP specialist Vicky Pudner said it was “fantastic” to have the backing of Baker & Baker for the project. “Our Water Roadmap, which sets out a vision and key pathways to address the challenges we collectively face in protecting critical water resources for food supply, for nature and for local communities, relies on the collaboration and participation from our members. Without water, there is no food. It is a resource which needs our protection, so we welcome Baker & Baker’s support,” she added.
Baker & Baker continues to roll out sweet bakery NPD on a regular basis, launching the Filly Strawberry Doughnut for this year’s summer season and the Cadbury Mini Eggs Chocolate Cookie over Easter, made via a licensing partnership with Mondelēz International.
Last month, it announced an investment of almost £2.9m to install a band-new American-style cookie line at its manufacturing site in the Wirral.
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