Greener food futures: From upcycling to regenerative agriculture
Greener food futures
From upcycling to regenerative agriculture
In this e-magazine, we share a selection of the most popular articles published on Fi Global Insights during 2025 highlighting sustainability strategies that empower food and drink brands to embed environmentally friendly practices into their supply chains and products.
From upcycling to sustainable packaging to regenerative agriculture, we shine a light on the most pressing problems – and exciting solutions – the industry faces in the fight for a fairer food future.
1 3 Upcycling cauliflower scraps into ice cream scoops 1 6 Eight mega-trends shaping the future of the food industry
Reformulating food systems to fight malnutrition, Part 1
Reformulating food systems to fight malnutrition, Part 2
Olive oil waste upcycling process yields nutrient-rich flour
The future of sustainable food and beverage packaging
Transforming lives and landscapes via regenerative agriculture
Upcycling cauliflower scraps into ice cream scoops
A New Zealand-based startup is reducing food waste one scoop at a time, converting cosmetically imperfect cauliflower florets left to rot on farms into plant-based ice cream.
EatKinda co-founders Jenni Matheson and Mrinali Kumar met in 2020 during Startup Weekend in Hāwera, Taranaki – a 54-hour challenge where people pitch an idea for a startup, form into teams, work on the concept with the help of experts, and present to a panel of judges.
The duo worked on a cauliflower ice cream concept… which is now EatKinda.
Five years later, Kumar has been named on the Forbes 30 Under 30 Asia list, and EatKinda’s plant-based cauliflower ice cream – once stocked in supermarkets across Aotearoa – is going global, withdrawing from New Zealand to shift its focus to the US market.
Breathing a second life into perfectly imperfect vegetables
Kumar told Fi Global Insights the duo came up with the idea for their ice cream after identifying an opportunity to give cosmetically imperfect cauliflower a second
life, “turning what would otherwise go to waste into something surprisingly indulgent”.
“Cauliflower is a great ingredient to work with, thanks to its neutral colour and versatility. It also has a much smaller environmental footprint than dairy or even other plant-based milks,” she said, adding: “Our research shows that, compared to dairy milk, cauliflower uses 93% less land, 91% less water, produces 84% fewer greenhouse gas emissions, and contributes 53% less nutrient runoff. For us, it just made sense.”
She explained: “Upcycling isn’t a niche any more –it’s part of how the future of food is being built.”
And, as more consumers look to reduce their impact, they are seeking products that are both indulgent and responsible. It is at this intersection that Kumar believes EatKinda sits.
“We’re proving that upcycled ingredients can power mass premium, craveable products, not just eco-friendly ones,” she added.
Two years of R&D to replicate dairy’s creamy elements
Globally, more than 40% of fruit and vegetables grown never leave the farm. Kumar and Matheson had nailed the relatively straightforward part of their concept –identifying the opportunity to upcycle cauliflower.
But then came the more difficult part – replicating the creamy mouthfeel of dairy without using soy or nuts.
“We had to get creative with fat structures, plant proteins, and stabilisers to get the right texture,” said Kumar.
“It took over two years of R&D and plenty of trial and error at pilot plants, working closely with leading food scientists and mentors, to land on a recipe that surprised even the sceptics.”
While EatKinda’s process to mask cauliflower’s natural flavour is held under lock and key, the base ingredients for its chocolate-flavoured tub include water, cauliflower, glucose, cane sugar, coconut oil, cocoa powder, guar gum, natural flavouring, and salt.
Building a business that can withstand disruption
Just weeks before EatKinda’s launch in 2023, floods hit Auckland and washed away the abundance of cauliflower from the summer growing season.
“The floods hit just weeks before our launch and completely disrupted our supply chain. It was a wake-up call,” Kumar said.
The cauliflower that survived the floods was sold to supermarkets, and Kumar and Matheson were left scrambling. They were able to source wholesale cauliflower and push their launch date back a couple of weeks, but it taught them a valuable lesson.
“We’ve since made climate resilience a core part of how we choose suppliers, manufacturers, and even packaging,” Kumar said.
“We’re building a business that can withstand disruption –not just from a commercial perspective, but also to ensure we’re contributing to a more sustainable food system.”
EatKinda sets sights on US market
When it comes to plant-based innovation, Kumar said the US has a more mature market and that “the scale is unmatched”.
She added: “After a few viral videos, we built a waitlist of thousands of American customers asking where they could buy EatKinda.
“At [Natural Products] Expo West, retailers and buyers told us they’d never seen anything quite like us. [...] Our goal has always been to build a global brand, and this is step one.”
Over the next year, Kumar and Matheson will focus their efforts on securing a scalable manufacturing base and launching in the US through key retail and foodservice partners.
“We’re also developing new formats like novelty bars and seasonal flavours,” said Kumar. “Beyond the US, we’re exploring manufacturing partnerships in Southeast Asia and Australia to meet growing demand across APAC.”
Eight mega-trends shaping the future of the food industry
Building climate resilience into food systems is the No. 1 trend shaping the future of the food industry, a report suggests.
AZTI, a technological research centre in Spain that works with businesses and organisations on transformation projects that align with the United Nations 2030 Sustainable Development Goals (SDGs), has identified eight food industry mega-trends that it says can help inform innovation roadmaps and priorities.
The top trend or “transformation area” is the urgent need for food systems to become more adaptive and resilient in the face of climate change, according to the EATrends 2025-2027 report.
“Beyond merely withstanding environmental shocks, these systems must actively contribute to mitigation efforts while preserving their core functions and sustainability,” Sonia Riesco, innovation researcher at AZTI, told Fi Global Insights.
Seeking alternatives, diversifying protein sources, and building transparency
The second trend highlighted in the report is the drive to seek alternatives – “embracing sustainable healthy options to reduce environmental impact and food waste”.
This is closely related to the third trend, “diversifying protein sources to strike a balance between health, sustainability and sensory appeal”, and the fourth –“transparency as a trust-building tool in an era of rising consumer scepticism”.
Elaborating on these three areas and the challenges they pose, Riesco said: “Although the market for alternatives that deliver both nutritional and environmental value is expanding due to increased pressure on resources, hurdles remain in terms of consumer trust, particularly with regard to healthiness, sensory appeal, and environmental impact.”
She continued: “In this context of diversification, the focus remains on protein, with plant-based, fermented, and cultivated options. While demand is surging, the sector must balance innovation with affordability, and products must prove themselves in terms of taste and texture to meet consumer preferences.”
Riesco acknowledged that trends related to diversification and alternatives – such as plant-based or lab-grown products – are not new, she but said that the challenges around them are changing.
“The challenge now lies not in imitation, but in redefining these innovations into truly new product concepts. This evolution must overcome hurdles in consumer acceptance, particularly around sensory expectations and underlying technologies,” she said.
Blue foods, food security, wellbeing, and personalisation
The oceans could also serve as a strategic source of ingredients, as the industry seeks sustainable, healthy alternatives, according to AZTI, which named “a sea of food” as its fifth trend.
“Blue foods are gaining recognition as promising yet underutilised assets for healthy and sustainable nutrition,” Riesco noted.
“Food security is another pressing concern, as price volatility and supply chain instability threaten access to safe, nutritious food,” she added, alluding to the sixth trend in the report – “tackling food access and affordability in a climate of price volatility”.
The last two trends – “advancing personalised, datadriven nutrition” and “connecting diet to digestive and emotional wellbeing” – are consumer led.
“Wellness and holistic health are becoming top priorities for consumers, with nutrition being recognised as a vital element. There is growing interest in the gut-brain axis and a shift towards a more ‘personalised functionality’ through food,” Riesco said.
However, she said that personalisation remains an aspiration for many, due to cost, privacy concerns, and the need for stronger scientific validation.
In addition, the trajectory of precision nutrition will be shaped by regulatory frameworks – especially in Europe, where current policies are slowing both innovation and consumer adoption, she added.
Strategic signals for proactive decision-making
AZTI said the report was designed to serve as a strategic tool for helping businesses and stakeholders across the food value chain to identify innovation opportunities, mitigate risks, spot emerging market niches, and develop value propositions aligned with societal shifts.
“In a food system shaped by shifting consumer values, technological innovation, and global disruptions, understanding trends is essential. Trend insights offer a strategic lens to anticipate change, enabling businesses to move from reactive to proactive decision making,” said Riesco.
She continued: “By integrating trend intelligence into innovation and strategic planning, companies gain the clarity needed to develop future-proof solutions. This helps identify unmet needs, reduce risk in investment decisions, and guide product development toward longterm relevance.
“Ultimately, trends are more than short-lived moments; they are strategic signals that help businesses lead with purpose, differentiate in a crowded market, and stay resilient in a constantly evolving landscape. Those who learn to read and act on these signals are best positioned to not just adapt to the future – but to shape it.”
Data sources
AZTI said the report is grounded in its scientific and technological expertise, combined with an understanding of food sector challenges and needs identified via collaboration with stakeholders across the agri-food chain.
AZTI leads trend analysis for the Consumer Observatory of EIT Food – a European hub for consumer insights on agrifood topics.
Reformulating food systems to fight malnutrition, Part 1
The goal of eradicating global malnutrition and food insecurity seems increasingly out of reach, with malnutrition on the rise in large parts of Asia and Africa.
Conflict and climate change are primary drivers, but a lack of healthy diets is also playing an important role, leading to calls for systemic change.
Non-profit social enterprise Tailored Food is taking a market-driven approach to malnutrition, rethinking food systems by developing nutritious, affordable, and culturally relevant products in partnership with grassroots entrepreneurs and global food industry players.
Obstacles on the road to ‘Zero Hunger’
The UN Food and Agriculture Organization’s (FAO’s) latest State of Food Security and Nutrition in the World report found that approximately 750 million people suffered from hunger in 2023, including one in five people living in Africa.
Undernourishment spiked strongly during the pandemic years of 2020 and 2021, and rates have not come down since. An estimated 9.1% of the global population was undernourished in 2023, significantly higher than the 7.5% recorded in 2019.
The FAO has warned that the Sustainable Development Goal of achieving “Zero Hunger” by 2030 is becoming increasingly unlikely if agrifood systems are not transformed much more rapidly than they are today.
The sudden shutdown of much of US foreign aid by the Trump administration is further complicating efforts, with food assistance likely to drop significantly and global famine-preventing systems facing financial and operational challenges.
In terms of the long-term and structural causes of persistent poor nutrition, the FAO report noted that the “excessive offer of cheap, highly processed energydense foods, high in fats, sugars, and/or salt” are making nutritious foods more expensive and healthy diets harder to achieve.
The drive for greater convenience and affordability –and the lack of similarly readily available nutritious alternatives – has contributed to worsening rates of malnutrition in many countries around the world.
Rethinking food supply chains to deliver nutrition
Taylor Quinn, the founder and CEO of Tailored Food, agrees.
“Even in rural areas [in countries like Tanzania], I see mums feeding their kids biscuits and energy drinks,” he told Fi Global Insights. “Not because they’re bad mums or because they don’t have nutrition education – they’re doing those things because they’re working two jobs and they don’t have time to cook, and their kids are crying.”
Malnutrition occurs even in regions with strong agricultural potential. In the Republic of Congo, for example, 70% of food is imported despite the country’s ability to produce far more of its own supply. A lack of locally available, nutritious food means that low-income consumers often rely on affordable but unhealthy options.
Local sourcing of nutritious ingredients
“We talk about hunger being caused by climate change, food shortages, and conflict, and of course, that’s true in some cases,” Quinn said.
“But for most of the world’s malnourished population, the issue is simply that they don’t have access to affordable, nutritious food that meets their needs for convenience, taste, and cultural relevance. That’s a private sector problem.”
To tackle this, Tailored Food is working to change food systems in complex economies, shifting away from imported and ultra-processed foods towards local production, shorter supply chains, and consumer-driven product reformulation.
Over the past decade, Tailored has worked with smallscale entrepreneurs and some of the world’s largest food system players like UNICEF Food to create locally sourced food products.
Reformulating food systems to fight malnutrition, Part 2
Non-profit social enterprise Tailored Food has worked with food entrepreneurs across 34 countries to create products that are both nutritionally rich and commercially scalable.
Now, it is increasingly working with food manufacturers to reformulate products that rely on imported ultraprocessed ingredients, replacing them with locally sourced, nutrient-dense alternatives.
Scaling traditional health bars
One of Tailored Foods’ success stories is Mbala Pinda, a cassava-peanut snack bar from the Republic of Congo. This has been cooked and eaten by households for over a century, but had never been produced commercially in a food-safe, scalable way.
Tailored Food worked with 160 female-led cassava groups to bring the product to market, ensuring it remained affordable for low-income consumers while also meeting the UN World Food Programme’s local procurement standards.
By working with large food manufacturers, Taylor Quinn, founder and CEO of Tailored Food, hopes to scale efforts even further. He describes this initiative as reformulation-as-a-service, bringing together food scientists, chefs, and ingredient suppliers to support companies in making their products healthier while keeping them commercially viable.
“The people in these companies want to create products they can be proud of,” he said. “The key is presenting a business case that makes sense – showing that reformulated products can be just as profitable, while also delivering better health outcomes.”
Reformulating at scale
Reformulation is gaining traction beyond small-scale entrepreneurs. In response to increasing consumer, regulatory, and investor pressure, major food companies are looking for ways to improve the nutritional quality of their products without sacrificing profitability.
Tailored Food works directly with large food manufacturers to make reformulation work within existing cost and supply chain constraints, and is convincing many of them that supply chain constraints are often actually opportunities.
“For better or worse, we live in an unstable world,” Quinn said. “If your supply chain depends on imported, highly processed ingredients, that’s a risk.
“By shifting to local sourcing, you actually de-risk your business. The economics can be just as good, because you’re cutting transport costs, import taxes, and energyintensive processing.”
Making local ingredients work for modern consumers
However, the shift is not free from challenges, with entrenched consumer preferences posing one serious obstacle.
In many regions, local crops and traditional food products struggle against the perception that imported foods are of higher quality. In Ethiopia, for example, fortified biscuits and other snack foods are overwhelmingly wheat-based, even though wheat is not a native crop.
Tailored Food has tackled this problem through reformulation and repositioning. In Ethiopia, the organisation worked with BeNu, a local social enterprise, to reformulate its high-protein meal biscuits, removing imported wheat in favour of locally grown, nutrientdense ingredients.
The product is now distributed as food aid and sold in private markets, proving that locally sourced, nutritious foods can be competitive with imported alternatives.
And the approach is not limited to Ethiopia. Across different regions, indigenous ingredients that were once central to local diets have fallen out of commercial food production. In Southern Africa, for example, mopane worms are a traditional protein source but are rarely integrated into modern, mass-market food products.
Influencer marketing for local and nutritious foods
Including these ingredients in food products is one part of the equation, but Tailored Food is also aware of the importance of marketing.
“We use the same tactics as big brands: TikTok campaigns, hip-hop concerts, and football influencers,” Quinn said. “If you want consumers to choose local, nutritious foods, they have to be just as desirable as the ultra-processed alternatives.”
Another perceived challenge of integrating traditional ingredients into modern food systems is the issue of shelf life and stability. But Quinn argues that this can be overcome by drawing from food history.
“There’s this idea that food products have to be packed with stabilisers and preservatives or wrapped in plastic to maintain shelf life, but [food preservation methods like] banana leaf packaging existed long before any of that,” he said. “There are a lot of incredible ingredients that have been undervalued in modern food economies.”
Olive oil waste upcycling process yields nutrient-rich flour
An Israeli startup is tackling the problem of olive oil production waste while providing the food industry with a cost-competitive, high-fibre flour that can enhance the nutritional profile of everything from brownies to breads.
Projects around the world are working on solutions to the problem of olive oil waste generation. One of these is PhenOlives, a venture that has come out of Israel’s Innovalley innovation hub and claims to be the first company in the world to have come up with a way of stopping olive waste oxidisation.
PhenOlives’ motivation to address the challenge of olive oil waste arose from the immense scale and impact of the problem, the startup’s CEO, Chen Lev-Ari, told Fi Global Insights.
“With only 15% of each olive being converted into oil, the remaining 85% of the fruit becomes waste. This waste quickly oxidises, resulting in olive oil waste, which is typically stored in open pools that pose serious environmental and logistical challenges,” he said.
Lev-Ari cited figures that underscore the urgency of this issue, saying: “Annually, global olive mill wastewater production is estimated between 10 and 30 million cubic metres, and total olive oil waste biomass could reach at least 40 million [metric] tons.
“This entire waste volume is generated in a threeto-four-month production season, creating an overwhelming environmental burden on mills, local ecosystems, and surrounding communities.”
Working with the Assi Olive Oil Mill, a sister company within Innovalley, PhenOlives sought a solution that would bring this waste back into the production cycle, adding value to an otherwise worthless and polluting waste stream.
The company spent three years researching and developing a patented process to stop the oxidisation of olive oil waste – which is made up of three distinct components: seeds, pulp and black water.
Patented process for preventing oxidisation
This proprietary process segregates each constituent through a series of machines installed directly within olive oil mills.
Without the use of chemicals, the mechanised system prevents oxidisation and upcycles olive pomace for different second life uses: the seeds can be repurposed for heat and energy production; the pulp is transformed into olive flour; and nutrients can be extracted from the black water.
“It will help reduce the amount of olive oil waste disposed of every year by olive mills and simultaneously improve the economic model of olive farmers and olive oil mills by enabling them to use 100% of the olive instead of the 15% they are using today,” said Lev-Ari.
He said that PhenOlives’ technology differs from other olive oil waste upcycling projects such as Swiss startup Gaia Tech in that it turns the pomace into a flour and other products.
Currently, PhenOlives’ primary product is a gluten-free, high-fibre (82%) olive flour that is rich in polyphenols, enabling the development of food products with an enhanced health profile.
“Polyphenols are natural compounds found in various plant-based foods, including olives, and they offer numerous health benefits. One of their key attributes is their powerful antioxidant properties, which help neutralise harmful free radicals in the body and reduce oxidative stress. By incorporating these benefits into bakery ingredients, we are able to bring these benefits of the Mediterranean diet into a variety of daily meals,” said Lev-Ari.
Ten times more polyphenols than olive oil
According to PhenOlives, its olive flour contains on average 10 times as many polyphenols as olive oil. Its polyphenol content allows manufacturers to take advantage of the EU authorised claim linking the consumption of polyphenols from olive to the protection of low-density lipoprotein (LDL) particles from oxidative damage.
In addition, PhenOlives has validated that a product with a 7.5% olive flour content can make a high fibre claim in accordance with EU law.
One of the downsides of formulating with polyphenolrich ingredients is their bitter taste. Acknowledging this as a challenge, PhenOlives says one of the advantages
of its patented process is the ability to control the level of polyphenols in the olive flour. It targets 2000-4000 ppm, a range in which it says the bitterness is avoided and the flour has a neutral taste profile, making it suitable for a variety of applications.
PhenOlives says the flour can be combined with other traditional flours to create a variety of baked goods, including pasta, bread, crackers, cookies, brownies, muffins, and pizza bases.
The startup is currently exploring opportunities for collaboration with food and ingredient companies, as well as olive mills, for the production and sale of olive flour in Europe this year, and will soon open another investment round.
“Our goal is to promote the widespread adoption of olive flavour as a favoured ingredient to boost fibre and antioxidants in products, whilst simultaneously lowering calorie content,” said Lev-Ari.
“Furthermore, we are exploring the use of olive pulp to create a range of additional products, including food additives, colorants, and even pet food, alongside our olive flour-based products. Additionally, we are investigating ways to leverage the rich nutritional content of the olive black water, which is abundant in polyphenols, squalene, and fibre.”
The future of sustainable food and beverage packaging
As recyclability targets tighten, food and beverage brands look to innovations in compostable materials, digital reuse systems, and advanced fibre technologies.
Shifting regulations and consumer demands are reshaping how packaging is designed, manufactured, and used, with implications for product development, branding, and regulatory compliance.
Packaging innovation becomes a strategic asset
More than ever, packaging plays a central role in shaping consumer perception and enabling product innovation.
According to Benjamin Punchard, global packaging director at Mintel: “Brands and retailers increasingly see packaging innovation as more than just a functional necessity – it’s a strategic asset that shapes consumer experience, strengthens brand perception and influences purchasing decisions.”
Data from Mintel’s Global New Products Database shows that in 2024, just 35% of global consumer packaged goods (CPG) launches were genuinely new products – the lowest share since records began in 1996.
By contrast, “new packaging” claims featured in more than 30% of all launches, up from 20% in 2019. Responsible packaging is now widely expected across product categories and has become a baseline consideration in innovation strategy.
“From here on, sustainability will be a standard box to tick on the package innovation checklist,” said Punchard. “The challenge will be to incorporate such responsibility while not compromising the functionality or cost of general package innovation.”
Sustainable packaging materials: Material science
Academic research is helping to validate and refine the next generation of sustainable packaging materials.
A 2023 study published in Matter identified polylactic acid (PLA) as the most widely used bioplastic, produced from renewable crops such as corn and potatoes.
Already used in food containers and produce trays, PLA is valued for its compostability and optical clarity. However, its suitability for more demanding applications is limited by factors such as low fracture strain, poor moisture and oxygen resistance, and limited thermal stability.
Researchers are exploring the use of plasticisers and nanofillers, including cellulose nanocrystals, to enhance performance without compromising biodegradability. The researchers noted that moulded pulp, another renewable option made from cellulose fibres, is gaining interest for its use in trays, cartons, and other rigid packaging.
When combined with side-stream fibres and biobased additives, pulp-based materials can achieve the strength and grease resistance needed for food packaging without requiring plastic coatings or industrial composting.
Still, technical gains alone may not be enough to ensure scale. The study added that production costs remain higher than for conventional plastics, and that most industrial-scale bioplastics rely on first-generation feedstocks.
While second- and third-generation sources such as algae and agricultural waste offer potential, their commercial viability is still uncertain. Low price tolerance among consumers and manufacturers further limits market uptake.
Nonetheless, a new generation of packaging companies is embracing scientific innovations to create novel solutions.
Startups take the lead in circular packaging
Several startups featured in the 2024 edition of FoodTech500 – a global ranking of startups and scaleups operating at the intersection of food, technology, and sustainability – are developing solutions to improve the environmental performance of food and beverage packaging, from compostable materials to closed-loop reuse systems.
In the US, Cruz Foam has developed a compostable protective foam made from natural polymers, engineered through a proprietary extrusion process for durability and performance.
Also based in the US, Mi Terro produces biobased coatings for paper packaging that are home compostable, marine degradable, and compatible with standard plastic-processing equipment, addressing a key barrier to commercial uptake.
Several Israeli companies are focusing on fibre-based alternatives. W-Cycle manufactures trays and containers from SupraPulp, a proprietary cellulose material blended with side-streams such as sugarcane bagasse to increase resistance to moisture, grease, and heat.
Biotic Labs uses sea algae and agricultural waste to develop scalable plastic alternatives designed to meet food-grade packaging needs.
Other innovators are tackling reuse and compostability at the system level. Barcelona-based Pack2Earth is developing materials that compost at ambient temperatures, eliminating the need for industrial composting infrastructure.
And in the UK, ClubZero offers a smart returnable packaging service designed for takeaway and foodservice, supported by a network of drop points and digital tracking.
Regulation drives demand for sustainable solutions
The EU Packaging and Packaging Waste Regulation (PPWR), which entered into force in February and will apply from August 2026, is expected to accelerate innovation across the sector.
It mandates that all packaging placed on the EU market be recyclable by 2030, and introduces mandatory design, labelling, and recycled content requirements.
The regulation also expands extended producer responsibility (EPR), requiring companies to cover the cost of collecting, sorting, and recycling their packaging.
Producers will be subject to performance-based fees that reflect the recyclability and material composition of their packaging.
“The regulation places more accountability on producers to manage their packaging at end-of-life,” said Marcelo Brull, sustainability manager at Informa Markets.
“What’s new is the link between how packaging is designed and how much producers pay: companies that invest in more recyclable or reusable packaging will likely see lower EPR fees. That’s a big incentive shift.”
Brull noted that food and beverage producers will need to reassess a wide range of formats to ensure recyclability and compliance.
“For food and beverage producers, that means packaging will need to be recyclable by design by 2030,” he said. “There are also new targets around reusable formats, especially for takeaway and transport packaging, and certain types of single-use packaging –like plastic wrapping on fresh produce or small portion packs – which are being restricted.”
Transforming lives and landscapes via regenerative agriculture
Connecting consumers with the farmers who make their food is key to the ethos of Wildfarmed, a UK-based B2B and B2C brand on a mission “to transform lives and landscapes”.
Wildfarmed, which was co-founded by Groove Armada DJ Andy Cato, TV presenter George Lamb, and former financier Edd Lees, works with regenerative wheat farmers to source the ingredients for its sliced and seeded loaves, sourdough breads, and flours. Central to its ethos is the idea of “farming with nature, not against it”.
The company’s website lists all its suppliers and features individual farmer profiles, allowing consumers to find out more about how they live and work, while its colourful, eye-catching packaging features butterflies, tractors, and farmers standing on disco balls.
A ‘proven, commercial roadmap’ for regenerative agriculture
Speaking at the 2024 Bread and Jam Founders Festival in London, Lamb explained why the company adopted regenerative agriculture methods.
He said: “The Green Revolution started when we switched out the biological system that we had for millennia, and we started relying on toxic chemicals and heavy machinery.
“Over the course of the last 80 years, we’ve done a 10x on our global food production, we’ve done a 4x on our population, and we’re now using less land to produce 10 times as much food than we did in 1940. But what happens when you try and get a 10x out of the same system – or less – for 100 years? It collapses.”
He added: “Sustainable is not actually going to work. We don’t want to sustain a broken system. We want to regenerate, rejuvenate, restore, regrow, renew.”
Wildfarmed collaborates with farmers to help them transition to soil-focused farming, providing year-round agronomic, community, and financial support, details of which can be found in its free Regenerative Standards document. This framework gives farmers “a proven, commercial roadmap” to improve the quality of their crops, soil, and ecosystems, it says.
By purchasing from farmers who grow their crops in a nature-friendly way, free from insecticides, fungicides, and herbicides, the brand says it is helping to boost biodiversity, increase the antioxidant content of the grains, minimise river pollution through chemical run-off, and prioritise farmer welfare.
Sending a message to manufacturers
Wildfarmed has its own B2C range – its products are listed in premium UK retailers Waitrose and Marks and Spencer – but it also supplies the B2B industry.
In May 2024, the UK wholesaler Brakes – owned by Sysco, a $50 billion company and one of the world’s largest wholesale foodservice distributors – began selling Wildfarmed flour in 16-kilo bags, while the popular UK bakery chain Greggs began trialling the flour in its wholemeal range last year.
Such deals are essential to scaling up operations, and Lamb had a clear, call-to-arms message for those working in procurement in the ingredient industry.
“Your decisions are shaping the food system; your procurement budgets are changing landscapes,” he said.
