From Farm to Wrap: Bringing Regenerative Flour to the High Street | Pure

A Launch Rooted in Regenerative Agriculture

We brought together industry partners, customers, and collaborators at a London breakfast event to mark the launch of our new wraps made with 100% regenerative flour from Wildfarmed—a move that signals a broader shift in how high street food is sourced and served.

Held at Mary Ward House Conference & Exhibition Centre, the event offered a first look at the updated menu and a deeper conversation about the future of food, farming, and sustainability.

We have introduced our new wraps across stores, catering, and wholesale

The wraps are now:

  • Wholemeal
  • Palm-oil-free
  • Made with Wildfarmed regenerative flour

But as highlighted throughout the event, the change is about more than product reformulation. It reflects a strategic focus on sourcing ingredients that actively improve the natural ecosystem rather than deplete it.

Bringing the Supply Chain to the Table

The breakfast event created space to connect every stage of the food journey—from farm to high street.

Pure CEO Spencer Craig shared insight into the brand’s evolution, emphasising how decisions across sourcing, menu development, and operations are increasingly interconnected.

“We believe good food starts long before it reaches your plate,” is a principle that guided the launch—placing equal importance on how ingredients are grown as on how they taste.

Wildfarmed co-founder George Lamb also spoke about the company’s mission to scale regenerative farming, working with UK farmers to rebuild soil health, increase biodiversity, and produce better-quality wheat.

Together, the partnership illustrates a growing industry shift towards closer, more transparent relationships between food brands and producers.


Why Regenerative Flour Matters for the High Street

A central theme of the event was how regenerative agriculture can move beyond niche adoption into everyday food.

By integrating regenerative flour into bestselling items like wraps—and extending it across sandwiches, birchers, and porridges—Pure is helping bring this model into high-volume, accessible formats.

This has implications across three key areas:

Everyday Accessibility

Sustainable ingredients are no longer limited to premium or specialist products—they are becoming part of daily food choices.

Connected Decision-Making

From sourcing to sustainability to taste, every decision is linked—requiring a more holistic approach to menu development.

Scalable Impact

Rolling out regenerative flour across retail, catering, and wholesale demonstrates how sustainability initiatives can scale across an entire business.

Balancing Taste, Health, and Sustainability

A key message reinforced during the event was that sustainability must go hand in hand with quality and flavour.

The updated wraps are designed to be:

  • Better for you — wholemeal and thoughtfully sourced
  • Better for the planet — supporting regenerative farming systems
  • Better in taste — maintaining the flavour customers expect

This reflects a wider industry trend where consumer expectations are rising across all three dimensions simultaneously.

A Shared Vision for Better Food

The collaboration between Pure and Wildfarmed is rooted in a shared ambition: to make better food from better farms more widely available.

By embedding regenerative flour across core menu items, Pure is not only supporting that mission but also helping bring it into mainstream food culture on the UK high street.

Wildfarmed flour is grown in the UK using regenerative farming methods that improve the natural farming ecosystem, rather than depleting it.

The result? Food that tastes better and does better.


Marking a Moment—And a Direction of Travel

The breakfast event was both a celebration and a signal of what’s ahead. As the food sector faces growing pressure to address sustainability, initiatives like this demonstrate how change can be both practical and scalable.

For Pure, it reinforces a clear direction:
thoughtful sourcing, continuous innovation, and a commitment to serving food that delivers on taste and impact.

The new wraps are now available across Pure stores, catering, and wholesale channels.

Wildfarmed x Pure