STORY: Earth and Wheat in industry first

Online ‘wonky bread’ subscription platform Earth & Wheat has become the first business to partner with Hermes and utilise its new ‘Stay Fresh’ parcel delivery service.

Stay Fresh has been designed to deliver parcels containing fresh and raw produce to customers the next day. 

The delivery company handles these parcels slightly differently to its usual process and ensures guaranteed first-time delivery success within a two-hour ETA, as well as additional ‘leave safe’ options.

Hermes delivers over 640 million parcels each year and guarantees first-time delivery, seven days a week for this new service, which means the parcel will stay fresh. The service includes ‘safe place’ photos and geo-pinning to ensure delivery accuracy, including failed attempts.

Earth & Wheat launched back in March as the world’s first ‘wonky bread’ online delivery platform and its aim is to reduce food waste at the point of production. The green tech start-up ‘rescues’ ultra-fresh bread which would otherwise have been binned due to its odd size or unattractive appearance. It sold 10,000 boxes in the first 12 weeks alone.

Earth & Wheat recently announced it had saved 100 tonnes of bread via its ‘wonky bread’ boxes which are packed with a mixed selection of ultra-fresh ‘wonky’ crumpets, pancakes, tortillas, pittas, focaccias, flatbreads and naan breads.

Founder James Eid firstly used his access to his family business, Signature Flatbreads, to reduce food waste at the point of production but has since been onboarding independent bakeries around the UK.

Eid said: “Earth & Wheat is delighted to partner with Hermes who are one of the most recognised delivery companies in the country. Our subscriber base is increasing all the time and, as an online delivery platform of food, it is crucial our customers receive their Earth & Wheat boxes as soon as possible. 

“The Hermes Stay-Fresh delivery service means we’re now able to offer our customers next-day delivery, so food remains ultra-fresh! Our food may look ‘wonky’ in shape or appearance, but it is still extremely tasty! 



“The partnership with Hermes reinforces our commitment to our subscribers that bread they receive from their Earth & Wheat box is likely to be fresher than the bread available on the supermarket shelves as it is delivered straight from bakeries.”

Lynsey Aston, Head of Product, Innovation and Onboarding at Hermes UK, said: “The pandemic has seen consumers’ shopping habits and expectations shift and change. We’re delighted to offer new products that, provide greater choice and convenience to clients and consumers - especially when those new products support clients on their sustainability journey. In this case, Stay Fresh diverts food that may otherwise not have been sold so we’re excited to be in partnership with Earth & Wheat.”

Earth & Wheat is also striving to reduce food poverty in the UK and has so far donated 50,000 meals to food banks. Eid has set the start-up a target of delivering 250,000 meals to food charities by Christmas. 

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