Earth & Wheat is bringing a sustainable twist to the festive season with its zero-waste bakery products this Christmas. Founded in 2021 by entrepreneur and fourth-generation baker James Eid, the company has made it its mission to rescue “wonky” or surplus baked goods from bakeries that would otherwise be discarded due to strict retailer standards. This innovative approach has saved over 600 tonnes of food from waste and donated more than 300,000 meals to food charities.
With a focus on reducing food waste, Earth & Wheat offers customers an opportunity to enjoy high-quality, imperfect baked goods while making a positive impact on the environment. The company’s subscription boxes are packed with rescued bread, bagels, and other treats that might not meet aesthetic requirements but are perfectly delicious and fresh.
As part of its broader commitment to sustainability, Earth & Wheat has teamed up with The Natural Deodorant Co. this December. Customers will receive a sample of Clean Deodorant Balm Lemon and Geranium Minis in their boxes during the first week of the month. This collaboration underscores Earth & Wheat’s dedication to promoting zero-waste initiatives beyond food.
“Our mission at Earth & Wheat is to reduce food waste and inspire others to think sustainably,” said founder James Eid. “We’re excited to share our zero-waste bakery products with customers this Christmas and to partner with The Natural Deodorant Co. to highlight other ways to make environmentally friendly choices.”
Brett Sanders, director at The Natural Deodorant Co, said: “The Natural Deodorant Co. is proud to support Earth & Wheat in their mission to reduce food waste with the inclusion of our products in their boxes in December. Our zero waste deodorants are a great complement to this mission, and we hope that switching to a more sustainable deodorant becomes a permanent choice for the Earth & Wheat customers.”
Editorial contact:
Editor: Kiran Grewal kgrewal@kennedys.co.uk
