Waitrose has partnered with the National Geographic CreativeWorks on a new two-part YouTube series about regenerative farming and the future of the food system.
The series was filmed at Waitrose’s own farm, the Leckford Estate, and will look at the retailer’s work to encourage more nature-friendly farming.
It will also explore some of the challenges facing the global food system and how farmers can help make food production more resilient.
The series features National Geographic Explorer and photographer Matthieu Paley and will be available on the National Geographic and Waitrose YouTube channels from 19 August.
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Alongside the new partnership, the grocery retailer has also set a target for all of its own-brand UK meat, milk, eggs, fruit, vegetables and horticultural products to come from farms using regenerative farming practices by 2030.
Leckford Estate director Andrew Hoad said: ““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.”
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