Sainsbury’s 400 in-store bakeries are now using 100% British flour, sourced with the help of farming co-operative Camgrain, announced the supermarket.
Following work with Camgrain on converting its flour, the switch has been completed a year ahead of Sainsbury’s target.
It is now the only supermarket to source all its flour for its in-store bakeries from UK farms, offering full traceability. Beginning its work with Camgrain last year, the supermarket has now extended its contract with the co-operative until 2011.
“Providing customers with freshly baked bread throughout the day, using quality ingredients, is at the core of our in-store bakeries,” said Sainsbury’s chief executive Justin King.
“The provenance of those ingredients is a key issue for us and our customers, and in completing our conversion to 100% British flour we’re able to establish an efficient and traceable UK food chain, which underpins our commitment to British farmers.”
Camgrain has just opened a new grain storage and drying facility near Cambridge, which was planned for 2012, but increased demand pushed the completion date forward.