Archived News

10th February 2010

Look out for the launch this week of the 100% British loaf by leading miller, Rank Hovis. Hovis are rolling out a new policy of using only UK - produced ‘red’ wheat in all its branded products.

We are one of 600 farms in the UK where this wheat is being grown in 2010. Red wheat used to be imported from Canada but trials have shown that the AC Barrie variety used is well-suited to British conditions; however the yield will be 50% less. 

To compensate for the lower yield, the miller is paying a premium, to ensure that sufficient wheat is available for all the Hovis loaves, flours and mixes.  This means the farmer will grow a specific variety as requested, yield will be down but a fair price will be paid.

The company was involved in the trial of a second variety of red wheat and will be extending this to four or five in 2011.

The loaves of bread are already in the major stores and can be recognized by a smart new 100% British wheat and Union Jack logo.

I have been informed that it took two days for crop circle makers to create the '100% British Hovis' text in the field of wheat you see above; this will be part of the 100% British Hovis launch this Friday.