Britain’s most famous baker, Hovis, has made a milestone change to its entire product range baked in Great Britain by switching over to flour milled from 100% British wheat. Hovis is the first major British bread brand to make such a change.
To mark the launch of Hovis 100% British Wheat, Hovis has created a ‘cropumentary’ showcasing the project from farm to shelf. Featuring some of the many farms as well as key personnel involved in the 5 year mission to grow premium quality wheat in the UK, the short film gives you an overview of the effort that’s gone in to making this work – and getting British wheat back on the shelf.
This is important news for the British farming industry as the change represents a massive investment with over 600 farmers across Great Britain now growing one of the worlds premium Red wheats exclusively for Hovis.
In an initiative designed to secure the world’s highest quality wheat, as local as possible, Hovis spent the last five years working with British farmers intensively trialling alternative options, thus ensuring the British public can continue to enjoy great tasting bread, happy in the knowledge that they are supporting British farmers.
The National Farmers’ Union (NFU) President Peter Kendall said: “It is fantastic news that Hovis has committed to source 100 per cent of its wheat from Britain. This shows real support and commitment to UK farming and its skill, professionalism and reliability, by a well-known and respected UK company”.
Jon Goldstone, Marketing Director at Hovis said: "We used to import £18 million worth of Canadian wheat, £18 million which will now go to British farmers. This is a significant amount of cash.”