Weetabix stays local

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Weetabix is today celebrating that once again it is able to meet its commitment to sourcing every grain of its Weetabix wheat from within 50 miles of its factory in Burton Latimer. 

Following this summer’s temperamental weather conditions, there were worries amongst farmers about a restricted crop growth and a repeat of last year’s disappointing harvest. Thanks to the tireless work of farmers in Weetabix’s Growers Group based in Northamptonshire, this year’s harvest will once again provide the highest quality British wheat for the nation’s favourite cereal.

The Growers Group is a collective of farmers who are proud to grow the best quality wheat for Weetabix. It was established in 2010 as part of the company’s commitment to source the wheat for Weetabix exclusively from farms within a 50-mile radius of its mills. Over 350 local farmers have participated in the scheme, growing approximately 75,000 metric tonnes of wheat each year across more than 4 million acres, equivalent to almost 3,000 football pitches, in fields that protect natural wildlife.

Since it began in 1932, the Weetabix Food Company has been rooted in sustainable practices. The Growers Group has been a key part of the company’s sustainable sourcing policy and is made up of environmentally aware farmers who Weetabix trust to grow, harvest, store and deliver the finest quality wheat. The Group helps to keep food miles low and aims to establish sustainable farming practices too.

Weetabix has proudly produced Britain’s favourite breakfast cereal from its Burton Latimer factory in Northamptonshire for nearly 90 years. Made from 100 percent wholegrain, a serving of Weetabix is high in fibre as well as being low in fat, sugar and salt; making it the perfect way to start the day.

Fay Johnson, partner at Rectory Farm in Leicestershire which supplies wheat to Weetabix through the Growers Group said: “Each year, harvest for farmers is an incredibly pressured time, especially when you rely on something like the weather. After concerns about crops, it’s great to be able to deliver such a good quality harvest for Weetabix and to do it in a sustainable way. It’s an exciting time to be a part of the Growers Group, working closely with the company to make sure the very best of British wheat makes it from the field to the breakfast bowl.”

John Petre, head of Supply Chain and Technical at Weetabix said: “Our relationship with local farmers goes back to the beginnings of the company and we’re incredibly proud of the work they do each and every harvest for us. The past year has refocused lots of minds on the importance of buying and eating local to support communities and to reduce food miles. We’re only as good as the wheat we buy, so working with our Growers Group in partnership on sustainability means we can make a bigger impact together than we could have done apart.”

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About Author

Editor of Agronomist and Arable Farmer as well as responsibility for the Agronomist and Arable Farmer and Farm Business websites. After 17 years milking cows on the family farm John started writing about agriculture in 1998 and has since written for a variety of publications and has developed a wide circle of contacts within the industry. When not working John is an avid follower of Stoke City.