UK retailer The Co-operative Group is to use 100% domestic wheat in the own-brand sliced bread on sale in its stores in England, Wales and Scotland.
The UK retailer said today (29 November) that it would be sourcing in the region of 14,000 tons of flour annually from up to 4,000 UK farmers to make its pre-packed sliced bread.
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The move encompasses The Co-op’s premium Truly Irresistible, standard and Simply Value ranges, and equates to around 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.”
