Retailer says move is a critical step in its Farming for Nature programme
Waitrose is teaming up with digital mapping tool Land App to support farmers in the adoption of nature-friendly practices in the UK.
The tieup will provide over 2,000 Waitrose farmers with free access to advanced mapping tools and expert advice, helping them to create bespoke land-management plans that protect and enhance the environment.
The partnership is being billed as a key step in Waitrose’s Farming for Nature programme, which aims to support the retailer’s British farmers to move to nature-friendly farming practices, helping to boost financial resilience of farms in the long-term, combat biodiversity loss and tackle the effects of climate change.
Rolling out Land App, Waitrose plans to gather real-time data on the environmental health of its farms, measuring progress on over 60 key sustainability metrics that will help understanding of the current state and potential to enhance biodiversity in the supermarket’s supply chain.
James Bailey, executive director at Waitrose, said: “British farmers are the backbone of our food system, and this partnership with Land App is about supporting them to secure a sustainable future for their farms.
“This latest technology will provide us and our farmers with data that we can use, evaluate and act on to support the adoption of nature-friendly farming with real insights on what works and what doesn’t.”
Waitrose said its farmers will have access to:
- Expert guidance: Access to advice from Land App’s accredited professionals, including support from organisations like the Wildlife Trusts and the Farming and Wildlife Advisory Group.
- Detailed mapping: Farmers will create visual plans of their land on Land App, tracking biodiversity and identifying areas for improvement.
- Tailored action plans: Development of long-term regenerative farming strategies to improve soil health, reduce risks like flooding, and enhance wildlife habitats.
- Real-time reporting: Land App’s easy-to-use digital dashboards will help farmers and Waitrose monitor year-on-year progress.
Dan Geerah, director of growth at Land App, said: “Building resilience and sustainability on farms is more crucial now than ever. It not only supports nature, reduces flooding, and mitigates the effects of climate change but also secures food production for future generations.
“This partnership with Waitrose represents a significant leap toward the widespread adoption of regenerative practices. We’re excited and hopeful to see the positive impact of this project ripple across the farming community for years to come.”
