Waitrose and National Geographic launch regenerative farming series
Waitrose has partnered with National Geographic CreativeWorks on a new two-part YouTube series highlighting nature-friendly farming.
The series explores the challenges facing the global food system and looks at how Waitrose is working with farmers to support a shift towards more regenerative farming practices.
Filmed at the supermarket’s Leckford Estate farm in Hampshire, the series focuses on its Farming for Nature programme, which is supporting around 2,000 British farmers in adopting more resilient and nature-friendly approaches to agriculture.
Andrew Hoad, director of the estate, says the collaboration will bring the ‘reality of regenerative farming’ to a wider audience. “At Leckford, we aren't just talking about the future of farming; we are living it every day,” he says. “This series is a vital rally cry to show why transforming our food system matters to everyone.”
Waitrose has set a target for all of its own-brand UK meat, milk, eggs, fruit, vegetables and horticulture to be sourced from farms using regenerative practices by 2030.
“This series is a vital rally cry to show why transforming our food system matters to everyone.”
The retailer says customers can already see the approach in practice through its Leckford product range, which is grown and produced directly on the estate using regenerative techniques.
“The future of food is one of the defining stories of our time, and one incredibly close to our hearts at National Geographic CreativeWorks,” says a spokesperson for the agency. “Through our storytelling partnership with Waitrose, we're proud to be bringing audiences closer to the people, places and innovations the Waitrose team are pioneering in shaping regenerative agriculture. Using the power of National Geographic storytelling we’re exploring not just why it matters, but how positive change is already happening.”
The series is available on the National Geographic and Waitrose YouTube channels.