At the heart of great bread is great flour — and for us, that means flour that not only delivers on quality and flavour, but also supports a more sustainable future for farming and food. That’s why we’re proud to be working with Matthews Cotswold and using their regenerative flour across our range of breads.
What is regenerative flour?
Regenerative agriculture goes beyond sustainability. It focuses on restoring soil health, improving biodiversity, reducing reliance on synthetic inputs, and building resilient farming systems for the long term. The wheat used in Matthews Cotswold regenerative flour is grown by farmers committed to nurturing their land — improving soil structure, capturing carbon, and supporting wildlife — while still producing exceptional grain.
Why it matters to us
As bakers, everything starts with our ingredients. Flour isn’t just a raw material — it defines the character, flavour, and performance of our breads. Matthews Cotswold regenerative flour offers consistent quality, strong baking performance, and a depth of flavour that reflects the care taken at every stage, from field to mill.
But just as importantly, it aligns with our values. By choosing regenerative flour, we are supporting British farmers who are actively improving the health of their soil and the environment. It’s a step towards a more responsible, transparent supply chain — something we know matters to our customers as much as it does to us.
From field to loaf
The regenerative wheat used in our flour is carefully milled by Matthews Cotswold, one of the UK’s leading family-run flour millers, known for their commitment to quality and innovation. The result is flour that performs beautifully in our bakeries, helping us produce breads with excellent structure, flavour, and texture — loaves we are proud to put our name to.
Looking ahead
Using regenerative flour is part of our wider commitment to doing better — for the land, for farmers, and for the future of food. As we continue to grow, we’re excited to keep working closely with partners like Matthews Cotswold to expand the use of regenerative ingredients across more of our range.
Great bread starts with healthy soil, and we believe that small, thoughtful choices today can help build a better food system tomorrow.