Weetabix has announced the return of its ‘Wheat Art’ competition to celebrate the 10th harvest under its ‘wheat protocol’ scheme, which promotes sustainable farming practices.
First established in 2010, the scheme sees the Weetabix Food Company source its wheat from farms located within a 50-mile radius of its mills in Burton Latimer, Northamptonshire.
The protocol pushes beyond the requirements of the Red Tractor Assurance Scheme and Entry Level Environmental Stewardship scheme to further reduce food miles and fertilizer usage.
Farmers display a ‘wheat grown for Weetabix’ sign in their fields so that consumers can identify the crops that will end up in their breakfast bowl.
“We’re very proud to use the high-quality wheat from local farmers within 50 miles of our site in every bowl of Weetabix, and are delighted to confirm our commitment to the wheat protocol long into the future,” said Hitesh Bhatia, strategic sourcing manager at Weetabix.
The ‘Wheat Art’ competition is open for local farmers and will see them creating a sculpture from their straw bales.
The competition gives participants the chance to secure a £1,000 donation for a charity of their choice. The winners will be announced in time for harvest festival in September.
“It has been a challenging British summer with the rain, but our farmers have had their Weetabix and are getting on with the job so that the nation can have theirs. It’s great to celebrate our 10th protocol harvest with our farmers through the Wheat Art competition. As the nation’s favourite cereal, Weetabix is an iconic brand and we can’t wait to see some equally iconic wheat art through the competition,” Bhatia added.
Over the last decade, over 350 local farmers have participated in the scheme, growing approximately 75,000 metric tonnes of wheat each year across around 4,000 acres, the firm said.
Weetabix periodically reviews and updates the protocol in consultation with its Growers Group, a council of local farmers and merchants.