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Pure and Wildfarmed launch regeneratively farmed wraps range
Pure and Wildfarmed have launched a new range of wraps made with regeneratively farmed flour, bringing sustainable sourcing further into the mainstream food-to-go market.
The new wraps were unveiled at a breakfast event at Mary Ward House in London, where Pure CEO Spencer Craig and Wildfarmed Co-Founder George Lamb discussed the partnership, the future of regenerative agriculture and the growing demand for food that delivers on both quality and environmental credentials.
From this month, Pure's wholemeal, palm oil-free wraps are being made using Wildfarmed regenerative flour, which is grown in the UK using farming methods designed to restore soil health and support biodiversity.
The wraps will be available across Pure's retail estate, wrap toastie range and catering wrap boxes.
"Better for you. Better for the planet," is the message behind the launch, with Pure positioning the move as a way to maintain the same product quality while improving the environmental impact of a key ingredient.
Better food begins with better farming
A central theme throughout the event was the connection between farming practices and food quality.
Speaking to attendees, George Lamb outlined Wildfarmed's mission to help transform food production through regenerative agriculture. The company works with farmers who adopt practices aimed at improving soil health, increasing biodiversity and creating more resilient farming systems.
Lamb argued that food businesses have a significant role to play in driving change across the supply chain, helping consumers understand the impact that agricultural practices can have on both the environment and the food they eat.
One of the standout messages from the presentation was simple: better food begins with better farming.
Pure's evolution beyond retail
The event also provided an insight into Pure's wider business strategy.
Craig detailed how the business has evolved from its retail roots into a multi-channel operation spanning high street locations, workplace catering and wholesale supply.
Presentations highlighted the company's diversification strategy, with growth coming not only from retail stores but also from hospitality and delivered-in catering services, alongside an expanding wholesale food-to-go range.
The partnership with Wildfarmed forms part of that wider evolution, allowing Pure to incorporate regenerative ingredients across multiple sales channels while responding to growing customer interest in provenance, sustainability and healthier food choices.
What it means for hospitality
For hospitality operators, the launch reflects a broader trend that is becoming increasingly visible across the sector.
While sustainability initiatives have often focused on reducing waste, cutting energy consumption and improving packaging, there is now greater attention on the ingredients themselves and the farming systems behind them.
The collaboration between Pure and Wildfarmed demonstrates how regenerative agriculture is moving beyond specialist brands and into everyday foodservice products. For operators looking to strengthen sustainability credentials without compromising quality or convenience, regenerative ingredients are becoming an increasingly accessible option.
As demand grows for food that is both environmentally responsible and commercially viable, partnerships like this may offer a glimpse of how future menus and food-to-go ranges will evolve.
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