James Eid of Earth and Wheat with Christmas veg box

Source: Earth & Wheat

James Eid started Earth & Wheat in 2021

‘Wonky bread’ subscription service Earth & Wheat has developed a festive vegetable box to help vulnerable people.

The business, which was named Sustainability Initiative of the Year in the 2022 Baking Industry Awards, is rolling out a bumper Christmas Veg Box.

For each box sold, Earth & Wheat will donate four free meals to charities helping families and children, the homeless, the elderly, domestic abuse survivors, refugees, people on low incomes, people struggling with mental health and addiction, and more.

Priced at £19.99 including next day delivery, the Christmas box will include potatoes, parsnips, red cabbage, carrots, broccoli, leeks, onions, garlic, herbs and Brussels sprouts.

“The most vulnerable people in our society are going to be those who suffer most this Christmas as the cost-of-living crisis bites, as what tends to happen is people pull back on donating to charities because they are forced to economise themselves,” said Earth & Wheat founder James Eid.

Earth & Wheat was set up in March 2021 by Eid to redistribute so-called ‘wonky’ food that is odd in shape or has other imperfections.

He originally utilised surplus from his family’s business, Signature Flatbreads, and has since expanded to offer vegetable boxes and biscuit boxes alongside the bread boxes.

“Food waste is one of the biggest contributors of greenhouse gas emissions and Earth & Wheat wants to avoid unwanted vegetable produce being ploughed back into fields or sent to landfill because we believe no good food should go to waste,” he explained.

Earth & Wheat reported that it has so far rescued more than 500 tonnes of wonky food and donated 50,000 meals to London charities and schools.

The brand has invested heavily in PR and digital marketing, including social media, to increase awareness about reducing food waste in general and raising the profile of the brand among consumers, as well as in the B2B media to promote the concept to independent bakeries.

Eid said Earth & Wheat is set to launch more wonky food ranges soon.