The Co-operative is claiming a market first by sourcing 100% British wheat for its own-brand sliced bread range sold in stores in England, Wales and Scotland*.
The retailer reports it will be sourcing in the region of 14,000 tonnes of flour annually from up to 4,000 British farmers nationwide to make its pre-packed sliced bread. According to the company, the move highlights The Co-operative’s ongoing commitment to supporting British farmers.
The step encompasses The Co-operative’s premium Truly Irresistible, standard and Simply Value ranges, and equates to approximately 7.9m loaves of bread a year.
Elizabeth Bailey, product manager for bakery at The Co-operative, said: “This is a major initiative for The Co-operative and a great move for British farming. We’re proud to be sourcing 100% British wheat for these essential items.”
* Excludes Scottish square white bread.