London charities and schools are set to receive a generous donation of 50,000 meals of ‘wonky food’ products from subscription service Earth & Wheat, Kennedy’s Bakery Production learns, as everyday consumers are hit by the cost-of-living crisis.

The food-waste-fighting brand, which was founded in March 2021 by university student James Eid, delivered more than 11,500 boxes – around 20 tonnes – of bakery products to food redistribution charity The Felix Project as part of its ‘Empty Plate Emergency Appeal’.

The charity was set up in 2016 and its aim is to save surplus food from suppliers and redistributes to charities across the capital, including schools, community groups, tenant and housing associations and more.

The Felix Project says that in the face of rising energy bills, rents and price rises, more Londoners than ever before are turning to the charity for food and the capital is facing a ‘crisis’. It has launched the Empty Plate Emergency Appeal to fill millions of empty plates this winter.

Earth & Wheat shipped the ‘wonky food’ via lorry on 84 pallets to The Felix Project’s four depots in Poplar, Park Royal Brent, Enfield and Deptford this week.

Eid, 21, began Earth & Wheat with the aim of reducing food waste and redistributing the ‘eyewatering’ amount of bread which is thrown away at the ‘point of production’ every day before it even reaches the shop shelves.

Strict food standards mean food is thrown in the bin if it is odd in shape or size or has other imperfections, so the FoodTech start-up redistributes these ‘wonky’ items, to consumers who can subscribe and choose how often they would like a box delivered.

The young entrepreneur, a fourth-generation baker, started ‘rescuing’ baked goods at his family’s bakery, Signature Flatbreads, which would otherwise have been binned due to its odd size or ‘wonky’ appearance or because of over production.

Eid said: “I am delighted that Earth & Wheat has been able to donate 50,000 meals to London charities and schools this week. Schools and charities, in particular, are feeling the squeeze from the cost-of-living crisis.

“Now, more than ever, it is imperative that we all continue to support wherever we can. Earth & Wheat’s delivery of wonky and surplus bakery produce enables local charities and schools to continue providing healthy meals, helping the most vulnerable in our society.

“It is objectionable to waste good food, and we thank our loyal customers for continuing to fight unnecessary food waste with us. Without them, our donations would not be possible.”

Charlotte Hill, CEO of The Felix Project said: “Earth and Wheat are such a valued partner and this donation of 50,000 is a perfect example of why. The Felix Project delivers surplus food to over 1,000 organisations across London, that support people experiencing poverty, isolation and other challenges and the need is growing every day.  We need more food to stop more people going hungry, so donations like this are vital.”

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Editor: Kiran Grewal