Weetabix has once again confirmed it will only use wheat harvested from farms within 50 miles of its factory in Burton Latimer.
The international cereal giant has announced it will be using local companies Gleadell and Fengrain to source the wheat during the forthcoming harvest.
The announcement coincided with a visit from the environment secretary Elizabeth Truss who had been to see a local farm that supplies Weetabix on Thursday, January 21.
In 2010 the cereal Northamptonshire-based company launched the Weetabix Wheat Protocol (WWP), which laid out a series of commitments to guarantee the quality of the wholegrain wheat and to ensure the protection of the local environment.
Ms Truss said: “From farm to fork, our food industry adds more than £100 billion to our economy every year and is vital to Britain’s future.
“Every food and farming business can play a role in making British food a world leader and Weetabix is a fantastic example of the vision, creativity and innovation that has built the UK’s global reputation for quality, tradition and safety.
“We want more companies like Weetabix creating top-quality products using locally-grown ingredients and supporting farmers across the country and helping grow our One Nation economy.”
For the upcoming harvest, Weetabix has agreed on a series of commitments, based around a consultation with its suppliers to ensure the safety, quality and traceability of the wheat it uses for its famous cereal.
Hitesh Bhatia, ingredient purchasing manager at Weetabix said: “If we’re to succeed in helping our consumers feel incredible inside, the quality of wheat inside Weetabix has to be incredible too.
“With the support of our growers as well as Gleadell and Fengrain I know that every single one of the 365 grains in each Weetabix biscuit is absolutely packed full of essential protein, iron and wholegrain goodness.
“Reviewing our wheat protocol in partnership with our farmers will allow us to continue to guarantee a best in class breakfast for the British public.”
Weetabix’s promise to use quality British wheat is supported by the brand’s aim to provide a healthy breakfast cereal that doesn’t compromise on taste.