On this episode, we have Edd Lees who is one of the Co-Founders at Wildfarmed.
Wildfarmed is supporting regenerative agriculture with its lineup of regenerative wheat flours that are used in retailers, restaurants, and bakeries across the United Kingdom and powered by a network of 80 regenerative farmers.
In this episode, we learn how the brand was started when a famous DJ traded in his turntables for a tractor, how they’ve grown the business through a branded B2B2C strategy, and their big plans for their first Wildfarmed CPG product launch in 2024.
Episode Highlights:
🥳 Our 1st international episode with Wildfarmed!
🎤 How a grammy-nominated musician became a regenerative farmer
🔥 “First they laugh at you, then they hate you, then they want to join you”
👏 Scaling their B2B2C strategy from 1 bakery to 400 customers
🤩 Their regenerative standards and network of 80 farmers
😯 How they won a 25-year tenancy on their demonstration farm
🎯 Why their brand is all about being “Full of Life”
⚡ Their 1st branded CPG launch coming in 2024!
🤯 Partnering with a nationwide retailer to sell bread AND grow wheat
💥 Why stale category + high household penetration = opportunity
Links:
https://www.wildfarmed.co.uk/
https://www.theguardian.com/commentisfree/2022/aug/05/diverse-farming-climate-wildfarmed-groove-armada
https://www.wildfarmed.co.uk/products/wildfarmed-regenerative-standards
https://henrydimbleby.com/
https://www.nationaltrust.org.uk/
https://en.wikipedia.org/wiki/Green_Revolution
https://cairnspring.com/
https://gosteward.com/
http://rfsi-forum.com
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