Waitrose has launched a supermarket first, with own-brand fresh cows milk to sport a new on-pack ‘Championing Regenerative Farming’ logo highlighting the start of the regenerative farming journey which Waitrose dairy farmers are practising on their farms. All Waitrose fresh milk and cream is already 100% free-range, with Waitrose’s 40 British, dedicated dairy farm suppliers turning their cattle outside to graze for at least 183 days a year.
Charlotte Di Cello, chief commercial officer at Waitrose, comments: “We’re immensely proud to work with farmers who are taking proactive steps to farm with nature. The new Championing Regenerative Farming logo, which you can find on all Waitrose own-brand fresh milk, provides our customers with the reassurance that the farmers supplying their kitchen staples are staying one step ahead of the herd in protecting nature.”
Among those leading the charge is Stuart Rogers of Longmoor Farm in Dorset. As one of Waitrose’s dedicated dairy farmers, Stuart and his fellow farmers are taking active measures to restore natural systems, from growing cover crops to protect and regenerate living soil by locking in carbon and preventing water run-off, to planting trees directly in grazing fields (agroforestry) and actively measuring and improving baseline biodiversity.
Longmoor Farm went completely soya-free with their cow feed a decade ago, switching to homegrown maize planted without ploughing the ground (to minimise soil disturbance). Stuart has also established new hedgerows of willow, poplar, maple, and hazel to provide shelter and varied grazing for his Holstein cattle.
Stuart Rogers, Waitrose Dairy Farmer comments: “We’ve been doing a lot of this as a group for 20 years or so, but now it comes with more urgency. We are a nimble group, able and willing to take on challenges, especially as people learn it’s making their businesses more resilient.”
Recent Waitrose research shows that customers are linking premium food quality to farm-level sustainability. While 53% of under-45s and 58% of adults aged 45+ state they are most excited about food produced using nature-friendly farming methods.*
Waitrose’s updated own-brand fresh milk packaging, which will feature the new Championing Regenerative Farming logo, will be available on Waitrose shelves, and online from September.
* Waitrose research of 1,095 participants conducted 02.07.26-17.07/26
