Credit: Wildfarmed
Sustainable farming pioneer unveils crumpets made using 100 per cent regeneratively farmed wheat grown by a network of British farmers
Wildfarmed has launched its first regenerative crumpets in Waitrose stores and online at Ocado, in the latest expansion of the company's growing product range.
Made using regeneratively farmed wheat grown using methods that allow nature recovery and food production to co-exist, a pack of four crumpets will retail at £1.50
Wildfarmed's community of British farmers grow wheat, oats, and barley using practices that focus on improving soil health, increasing biodiversity, minimising water pollution, and reducing carbon emissions.
Its techniques include growing crops alongside companion plants, integrating grazing livestock, and using observation and nutrition instead of pesticides to protect crops.
Founded in 2018 by Andy Cato of Groove Armada, George Lamb, and Edd Lees, the firm claims its latest launch aligns with crumpets' increase in popularity, driven by to social media and gourmet variations from Michelin-starred Lyles in London.
"We are incredibly excited to be taking our first step into the morning goods category with the launch of our new Regenerative Crumpets, made with fully traceable regenerative flour, which supports British farmers," said Andy Thomas, Wildfarmed's head of grocery.
"We called on our experience, knowledge and friends in the baking community to create the most premium, artisan-inspired crumpet - I cannot wait to see these regenerative crumpets out in the wild."
The launch is the latest in a series of brand extensions and partnerships involving Wildfarmed this year. For example, coffee company Minor Figures last month teamed up with the regenerative farming business to offer customers a barista-grade plant-based milk made with regeneratively grown oats.
Earlier this year, beer brand Jubel announced its switch to Wildfarmed malted barley to brew regenerative beer, while flapjack brand Trive also launched the UK's first regenerative farmed oat energy bar with Wildfarmed oats.
Elsewhere, Wildfarmed flour is already used by hundreds of restaurants and bakeries across the UK including ASK Italian, Franco Manca, Pure, and Jolene, while a deal announced in June saw Tesco stock its regenerative farmed bread across all its UK stores.
"Launching our Regenerative Crumpets is the latest milestone for what has been a huge year for Wildfarmed, where we continue to bring better food, produced from better farms, onto the high street, giving customers an everyday choice of traceable food from nature rich landscapes," said co-founder Edd Lees.
"The future of British food is being reshaped by those who are committed to modernise, innovate and elevate. We are proud to be part of the community of young British food brands that are having such a significant impact on our supermarket shelves.
"Our new range of crumpets represents our continued movement towards bringing premium products made with fully traceable flour from UK regenerative farms as the category norm in the bakery aisle."
Want to better understand what is going on at the cutting edge of sustainability? Become a BusinessGreen member - check out our membership options here.
