ALL Waitrose own-brand fresh milk is to display the Championing Regenerative Farming logo from this month, in what the retailer has said is a ‘supermarket first’.
All Waitrose fresh milk and cream is already 100% free-range, with the retailer’s 40 British dairy farm suppliers turning their cattle outside to graze for at least 183 days a year.
Charlotte Di Cello, chief commercial officer at Waitrose, commented, “We’re immensely proud to work with farmers who are taking proactive steps to farm with nature. The new Championing Regenerative Farming logo, which you can find on all Waitrose own-brand fresh milk, provides our customers with the reassurance that the farmers supplying their kitchen staples are staying one step ahead of the herd in protecting nature.”
Recent Waitrose research shows that customers are linking premium food quality to farm-level sustainability. While 53% of under-45s and 58% of adults aged 45+ state they are most excited about food produced using nature-friendly farming methods.
