Craft beer brand Jubel is to transition to regeneratively farmed barley via a tie-up with Wildfarmed.
Jubel’s fruit beers – sold in retailers including Tesco, Sainsbury’s and Waitrose as well as on draught in more than 1,000 UK pubs – will now be made using regenerative Wildfarmed barley.
The tie-up would see the two companies combine “their growing reach and brand power to bring great-tasting, regenerative lager to even more consumers across the UK” whilst setting “a new standard for sustainable brewing”, said Wildfarmed.
Wildfarmed barley – which does not rely on the use of monocultures, chemicals and machinery – helped “deliver a set of guaranteed outcomes” including improved soil health, increased biodiversity and a reduction in water pollution, it noted.
As fields where regenerative barley was grown were better to sequester carbon, switching to the crop would deliver carbon savings of over 50% for Jubel, Wildfarmed claimed.
Wildfarmed barley was also “100% traceable back to the fields in which it’s grown”, meaning growers could “enjoy the rare pleasure of a beer from their own fields”, it added.
“We’ve always focused on doing things the right way and striving to use business as a force for good,” said Jubel CEO and founder Jesse Wilson. “Wildfarmed has the same mission, so switching all of our barley supply to Wildfarmed was something we’re truly excited to pioneer in our industry.
“If we are serious about building a better future, we need way more than a few carbon offsets and some trees planted, we need to get momentum and investment behind lasting, impactful movements,” Wilson continued. “Switching to barley that has been farmed using regenerative methods is a hugely exciting development for us. It not only leads to better soil health and better biodiversity, but also actually takes carbon out of the atmosphere rather than traditional methods which are only adding to it.”
Wildfarmed co-founder Edd Lees added: “From the start our goal was simple: get regenerative produce into shopping baskets and supply chains everywhere. That’s how we’ll make a real difference in restoring the resilience of our soil, nature, and food and drink supply.
“Jubel, with its deep commitment to sustainability, is the perfect partner in this journey. Together, we’re bringing regenerative beers to lager lovers everywhere and supporting farmers to deliver what matters most: healthy soil, cleaner rivers, and fields full of life.”
The partnership is Wildfarmed’s latest move as it attempts to bring regenerative produce into mainstream retail.
After launching the UK’s first regenerative bread in Waitrose last year, it partnered with Tribe to roll out a flapjack bar made with regeneratively farmed oats last month.
Its network now spans over 1,000 restaurants, retailers, bakeries and schools, including Waitrose, M&S, Ask Italian and Franco Manca.
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