Special edition Weetabix packs celebrate this year's locally-grown crop
Weetabix has released a range of limited edition '˜first harvest' packs to mark the first of its yellow box cereals to contain crop from this year's harvest.
The firm says its exclusive range of first harvest packs represents 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.
Despite 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 natural protein levels in the wheat crop have been found to be at their highest levels for a decade.
Weetabix strategic sourcing manager Hitesh Bhatia 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 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 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.
Farmer Robert Barnes, whose farm in Bedfordshire supplies wheat to Weetabix, said: “We’ve been growing wheat for Weetabix for the past 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.”