| Grain
Weetabix marks 2016 harvest & highlights
its Wheat Protocol
Weetabix Food Company has released a range of limited
edition ‘first harvest’ packs to mark the first of its yellow
box cereals to contain crop from Harvest 2016. Weetabix’s
exclusive range of first harvest packs represent the very
best of British wheat farming in 2016, with all wheat for its
classic Yellow Box cereal sourced from within 50 miles of
its Burton Latimer factory in Northamptonshire.
espite not
reaching the
record levels set
last year, given the
low sunlight levels
in June, early
samples suggest a relatively solid
year for wheat quality, with an
estimated 14.8 million tonnes to be
harvested this season. And
consumers can expect their
Weetabix to offer the same high
quality as their used to, with
natural protein levels in the wheat
crop found to be at their highest
levels for a decade[1].
Committed to sourcing all wheat
for its Yellow Box cereal from local
farmers, Weetabix is proud to
deliver a great tasting, nutritious
and British breakfast every time.
Weetabix’s dedication is bound by
its Wheat Protocol, which goes
beyond the requirements of the
Red Tractor Assurance Scheme
and Entry Level Environmental
Stewardship scheme to further
reduce food miles and fertilizer
usage.
Hitesh Bhatia, Strategic
Sourcing Manager at Weetabix
said: “Our ultimate goal is to
supply British consumers with the
highest quality and most
sustainable product that can be
sourced in the UK. Every single
one of the 365 grains found in a
Weetabix biscuit is packed with
essential protein and wholegrain
goodness. Not only that, it’s
bound by the fantastic relationship
D
www.farmingmonthly.co.uk
we have with our wheat merchants
and our local farmers, who we
continue to work closely with to
improve conditions within the
wheat growing industry every
year.”
Now in its sixth year, Weetabix’s
industry leading protocol, which
goes beyond the requirements of
the Red Tractor Assurance
Scheme and Entry Level
Environmental Stewardship
scheme to further reduce food
miles and fertilizer usage. The
protocol covers a series of
commitments to guarantee the
quality of the wholegrain wheat
and to ensure the protection of the
local environment.
Gleadell spokesperson, Dan
Sedgewick, said: “A lower planted
area and a return to trend yields
will see UK production fall nearly
2mln tonnes compared to last
year, but the quality of the wheat
that has been cut so far is good.
The big talking point for the UK
market has been the result of the
EU referendum and its impact on
UK grain prices and the sharp fall
in the value of sterling following
the vote. This has been combined
with disappointing production in
mainland Europe, which has put
£15/mt on UK grain prices since
the lows of mid-June.”
Farmer Robert Barnes, whose
farm in Bedfordshire supplies
wheat through Gleadell to
Weetabix, said: “We’ve been
growing wheat for Weetabix for the
last decade and it’s fantastic to
think that our product will once
again be served at kitchen tables
all over the country on a daily
basis. As stipulated by Weetabix’s
protocol, we endeavour to
produce wheat to the highest
quality, while meeting our own
very strict standards for
sustainability, and despite
disappointing weather conditions
in June, we have managed to
produce another batch of the
finest quality grain.”
Weetabix’s promise to use
quality British wheat is supported
by the brand’s commitment to
provide a healthy and nutritious
breakfast cereal that doesn’t
compromise on taste. With today’s
shoppers looking for healthier
cereals, Weetabix has continued to
focus upon its wholesome
ingredients, sourced from local
farmers who can guarantee the
best quality. The efforts are paying
off, with Weetabix becoming more
& more popular, while crucially
helping to protect the livelihoods
of British farmers.
October 2016 | Farming Monthly | 35