Local loaves, the best thing since sliced bread

Morrisons has become the first retailer to offer customers in store produced ‘regional’ bread, using wheat grown in the surrounding area of the store. The four types of bread: Checkerboard, Cracked Wheat, Seeded Wheel and Coburg Cob, are available in selected stores in Yorkshire, Wessex and East Anglia. The fresh, rustic-style bread is produced from scratch by Morrisons instore bakers, using wheat that is grown locally.

Rustic breads are enjoying more popularity than ever before, according to recent statistics*. This, combined with the increase in demand for locally sourced products, was the motivation behind Morrisons new range of regional breads.

Martin Clayton, Morrisons Bakery Specialist said “Every effort is taken to ensure that our product offering is tailored to reflect the tastes and preferences of the local area. With our new range of regional loaves and cobs we are bringing our customers freshly baked bread with provenance, and have taken the first steps in providing the nation with local bread.”

The breads can be recognised by in store point of sale on the bakery which highlight in which area the wheat has been grown.

* Just-food.com.