Wonky and surplus food subscription service Earth & Wheat is getting into the spirit of the Olympics Games and looking to crown 150 customers as ‘Crumpet Champs’ this summer.
The food-waste-fighting brand, which redistributes odd or misshapen breads and fresh vegetables that would have otherwise been thrown away, has launched the campaign ahead of Paris 2024. The world’s top athletes will be going for gold in in France from July 26 before the closing ceremony on August 11.
Earth & Wheat has dropped 150 golden crumpet medals into random boxes across the UK with the winners able to claim a free Variety Wonky Bread Box or £8.99 credit towards other boxes. The variety box contains a random and mixed variety of wonky or surplus crumpets, pancakes, tortilla wraps, sliced focaccia or folded flatbreads, pitta and even naan breads.
All customers need to do is email hello@earthandwheat.com with a picture of the gold medal and reference #crumpetchamp within the title of the email.
James Eid, founder at Earth & Wheat, said: “At Earth & Wheat, we thought it would be a great way to celebrate what has been an exciting summer of sport by giving something back to our loyal ‘wonky warriors’ with a chance to win a free box if they are lucky enough to receive one of our 150 ‘Crumpet Champs’ medals.
“The Olympics Games is the biggest sporting event in the world and our new campaign is designed to be fun, while highlighting the importance of how we all need to continue to do our bit to reduce food waste and help save the planet.”
Since its launch in March 2021, Earth & Wheat has saved more than 600 tonnes of bread from going to waste since its inception and over 60 tonnes of vegetables. The award-winning brand has also donated 300,000 meals to UK food charities including 2,894 meals which went to FareShare, who save good food from going to waste by redistributing it to frontline charities, as part of The King’s Coronation Food Project.
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