Wildfarmed X M&S sourdough loaves

Source: Wildfarmed

Marks & Spencer has extended its collaboration with regenerative farming experts Wildfarmed to use the firm’s flour in its in-store bakery sourdough loaves.

Wildfarmed Regenerative Flour is now included in the M&S Collection Sourdough range, which includes white, seeded, and signature sourdough loaves as well as a sourdough baguette.

The range, made by Jones Village Bakery at its state-of-the-art production facility in Wrexham, was introduced last year with M&S now selling 75,000 loaves per week across 500 UK stores.

Wildfarmed wheat is produced without the use of pesticides, herbicides or fungicides and grown alongside companion and cover crops, restoring biodiversity, soil and ecosystem health.

The firm added that its wheat is grown in line with Wildfarmed Regenerative Standards – the UK’s first third-party audited protocols for arable farmers created to guarantee the gold standard of regenerative agriculture.

Farmers who switch to Wildfarmed are provided with a proven, commercial roadmap that prioritises food security and nutritional quality whilst restoring their soils, ensuring flexibility for growers and genuinely regenerative outcomes for customers. This allows them to become part of the solution to the world’s most complex problem: climate change and nature loss.

M&S was the first national retailer to collaborate with Wildfarmed, launching the M&S X Wildfarmed range of wrapped loaves in 2022. The line-up comprised Sliced Wheat & Rye, Sunflower & Spelt, Fruit & Treacle, and White Bread.

Meet Wildfarmed: the flour firm with a mission to change bakery 

“We’re thrilled to expand our highly popular collaboration with Wildfarmed as it remains ever clear that the public wants sustainable products that taste incredible,” said Harry Peak, M&S product developer for bakery.

“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, which brings soil back to life.”

The collaboration helps with M&S’ goal of becoming a net zero business by 2040. More than 70% of its emissions come directly from agriculture, so M&S is working in partnership with farmers to shift to more sustainable practices that deliver positive economic, environmental, and social outcomes alongside productivity.

“The expansion of Wildfarmed flour at Marks & Spencer proves regenerative agriculture is an effective way to solve sustainability issues within the supply chain, and effectively drive landscape change, from farming that works against nature, to farming that works with it,” explained Edd Lees, co-founder at Wildfarmed.

“By choosing to work with Wildfarmed, M&S are taking a step towards vital climate goals on the road to net zero. One thing is clear: high quality, regenerative food has momentum.”

The inclusion of Wildfarmed flour in the Collection Sourdough range also features in M&S’ Farm to Foodhall campaign starring Tom Kerridge, created to fulfil consumer desire to know more about where their food comes from.