WildCare News

Waitrose milk farmers live on the wild side

Imagine cows grazing surrounded by singing birds, lush pastures and an environment rich with colourful and vibrant wildlife. From 23rd July, all Waitrose own brand Select Farm milk will come from farms which allocate at least 10% of their dairy-farmed area to improving natural habitats for wildlife.

Working in partnership with The Wildlife Trusts, whose vision is an environment rich in wildlife for everyone, Waitrose Select Farm Milk will carry the WildCare logo. This indicates these farms give a vital boost to wildlife populations, especially threatened species like the water vole and song thrush, whilst also helping to conserve important habitats and eco-systems such as hedgerows, ditches and watercourses.

Specialist farm advisors delivering targeted environmental advice have visited all 65 Waitrose Select Farm Milk producers to help them develop action plans to encourage wildlife on a field-by-field basis. This includes introducing owl boxes and planting wildflowers to entice butterflies, to live alongside farm animals. Each farm will be watched closely to record changes in species numbers. Sightings and photographs can be seen at www.wildcare.co.uk from 23 July.

Waitrose head of buying for Meat, Poultry, Fish and Dairy, Heather Jenkins, welcomes the initiative. She commented: "Aside from important factors such as good farm management and animal welfare, Waitrose Select Farm Milk producers have always taken great pride in their farms and care of the environment. In recognition of this, we are delighted that they have taken this opportunity to work closely with wildlife experts to broaden their knowledge. In doing so, they can help boost the nation's wildlife populations, thereby nurturing the natural beauty of our countryside."

John Cousins, head of agricultural policy for The Wildlife Trusts, added: "The Wildlife Trusts have a long history of working closely with farmers to achieve the objective of helping wildlife. Waitrose Select Farm Milk offers us the opportunity to demonstrate just how vital meaningful partnerships between an environmental organisation, the retailer and the farmer can be. It points to a new way forward where the consumer can truly help through seeking appropriately produced food. Our precious wildlife, habitats and landscapes will depend on such innovative schemes."

23/07/2007

For further information please contact:

Anna Guthrie
Senior Press Officer - The Wildlife Trusts
Tel: 01636 670075
Email: aguthrie@wildlifetrusts.org

Amy Haywood
Communications Manager (Agriculture)
Tel: 01344 825026
Email: Amy_Hayward@waitrose.co.uk