Allied Bakeries has announced a new partnership with Conservation Grade, a nature-friendly farming scheme.

The firm, which owns the Kingsmill, Burgen, Allinson and Sunblest brands, is to invest £400,000 in a new marketing campaign to raise awareness of the work of Conservation Grade through its Allinson range.

From February to April, all Allinson rolls and loaves will feature an on-pack promotion for consumers to collect tokens, which they can then send off to claim a free bird feeder.

“Giving consumers the opportunity to make a real and lasting difference to conservation in the British countryside through their daily bread is fantastic,” commented Tim Nevard, CEO, Conservation Grade.

Allied Bakeries expects to source 20,000 tonnes of milling wheat from Conservation Grade-accredited farms during the 2011 harvest.

Ellen Bailey, Allinson brand manager, said that as a result of this wheat contract, during 2011, “Conservation Grade-accredited farmers growing for Allinson are expected to sow an additional 720 acres of wildflower habitats, as well as hundreds of acres of plants that provide seeds for wild birds and other habitats”.