Jason's Sourdough x Wildfarmed
Jason’s Sourdough partnered with regenerative farming company Wildfarmed to create a vegan Malted Ciabattin loaf.
Eager to disrupt what it believes is a stagnant baking industry, Jason’s Sourdough saw synergy with the ethos of Wildfarmed to bring better food to retailers and the public.
Consistently identifying how to add value through innovative new recipes, products and ideas, the partnership with Wildfarmed was a no brainer. Wildfarmed wheat is grown without the use of pesticides in a system that prioritises soil health, producing flour that makes a real difference.
“For Jason’s, collaborating with Wildfarmed seemed like the perfect partnership,” said Jason Geary, master baker at Geary’s Bakeries.
“We’re keen to support regenerative farming practices and the quality of the products we use is so important to us, as well as our customers. With the product entering stores later this month, we’re looking forward to gaining feedback and hoping to see it fly off the shelves.”
The collaboration sees the sliced Sourdough Malted Ciabattin – made with Wildfarmed flour and a mix of other flours along with malted rye – launching in Waitrose and Ocado in the UK.
Added Edd Lees, cofounder of Wildfarmed, “We make it easy for customers to help solve some of the world’s biggest problems (climate change, food security, access to nutritious food) simply by eating.
“Wildfarmed is the gold standard for regenerative agriculture, so by using our flour, Jason’s have created a loaf that not only tastes better but does better.”