- The two-part YouTube series showcases Waitrose’s own farm, the Leckford Estate and its pioneering 'Farming for Nature' programme
- National Geographic Explorer and photographer Matthieu Paley has created a powerful "rallying cry” about the state of the food system
- The series goes live on 19th August and will be available to view on National Geographic and Waitrose YouTube channels
Waitrose has announced an exciting new collaboration with National Geographic CreativeWorks to produce a powerful, two-part YouTube series aimed at boosting awareness around regenerative farming and showcasing the pioneering work being undertaken at the Waitrose farm, the Leckford Estate.
The series acts as a vital "rally cry" to the public, laying bare the very real, current challenges facing the global food system, and exploring how Waitrose is working with farmers within its supply chain to combat them. Filmed on location at the Waitrose farm, the Leckford Estate, the series provides deep insights into how Waitrose is actively working to transform the future of agriculture.
Andrew Hoad, Director of the Leckford Estate, comments: “We are proud to have collaborated with National Geographic CreativeWorks to 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. This series is a vital rally cry to show why transforming our food system matters to everyone. Through our Farming for Nature programme, we are committed to supporting 2,000 British farmers toward a more resilient, nature-friendly future, ensuring that our customers can trust that Waitrose own-brand British produce is grown in a way that seeks to improve the natural environment."
The high-profile storytelling collaboration with National Geographic CreativeWorks provided a glimpse into Waitrose’s groundbreaking Farming for Nature programme which is championed at the Leckford Estate. Through this initiative, Waitrose is actively supporting around 2,000 British farmers as they transition to more nature-friendly, sustainable practices.
Furthermore, Waitrose has set an industry-leading milestone: by 2030, all Waitrose own-brand UK meat, milk, eggs, fruit, vegetables, and horticulture will be sourced from farms utilising regenerative practices. Customers can already experience the benefits of these methods today through the Leckford product range, which is grown and produced directly on the Waitrose estate using regenerative techniques.
National Geographic spokesperson: “The future of food is one of the defining stories of our time, and one incredibly close to our hearts at National Geographic CreativeWorks. 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… and we can’t wait for you to see it!”
The two-part series will be available to stream globally on National Geographic and Waitrose YouTube from 19th August
Notes to Editors
About Waitrose
Waitrose is the Home of Food Lovers, serving customers with exceptional quality products and expert service.
Part of the John Lewis Partnership - the UK’s largest employee-owned business - Waitrose has over 320 shops and a strong online business. It also has agreements with brands like Welcome Break and Shell, further bolstering its local footprint.
It works closely with British farmers and suppliers, and is a market-leader for animal welfare and responsible sourcing - using sustainable farming methods, including on its very own farm, the Leckford Estate.
Waitrose holds a Royal Warrant as Grocer and Wine & Spirits Merchant to His Majesty King Charles III.
