Earth & Wheat – the UK’s pioneering wonky bread subscription service – is celebrating four years of tackling food waste and helping those most in need this month.
Since its launch in 2021, the Signature Flatbreads-owned family brand has grown into a driving force for change, saving millions of pieces of bread from going to waste and redistributing food to charities and food banks across the country.
Founded by a young entrepreneur James Eid, Earth & Wheat has made significant strides in its mission to reduce food waste at the point of production. The brand has achieved this by redistributing ‘wonky’ food to customers which would have otherwise been binned because of its odd shape or size due to strict retailer standards.
Key milestones over the past four years include rescuing more than 600 tonnes of food from being wasted, scooping the Baking Industry Award for Sustainability Initiative of the Year in 2022 and donating more than 300,000 meals to food banks and charities through its ‘buy one, donate one’ early initiative which has made a tangible difference in the fight against hunger.
Earth & Wheat expanded its product range into other markets at various times including rescuing biscuits, artisan bread, vegetables and fruit ensuring
its boxes reached customers who appreciate quality over appearance. It also launched seasonal boxes around Halloween and Diwali. The brand has returned its focus to rescuing wonky and surplus breads including crumpets, pancakes, tortilla wraps, flatbreads, pitta and naan breads.
Thousands of UK households have joined Earth & Wheat’s ‘mission’ to reduce food waste and help save the planet by embracing sustainable shopping habits. The brand has also partnered with a number of eco-friendly brands including Human Forest, Pukpip, Bird & Blend, The Seep Company and The Natural Deodorant Company with free samples included in its boxes for subscribers.
As Earth & Wheat enters its fifth year, parent company Signature Flatbreads remains ‘committed to innovation and impact, while enhancing the journey to a waste-free future continues’.
Eid said: “Four years ago when Earth & Wheat was born, we set out with a simple mission which was to stop all good food from going to waste. We never imagined the impact we would have in such a short space of time with 10,000 boxes sold in our first six weeks. As we celebrate this milestone, we remain dedicated to pushing the boundaries of food sustainability, working with our incredible community so that we can drive towards creating a world where food doesn’t go to waste just because it’s wonky or imperfect.”
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