Environmental (Commonwealth Union)_ Over 2,000 farmers supplying Waitrose are set to benefit from a pioneering digital mapping tool designed to enhance environmental sustainability and regenerative farming. In a bold move to combat biodiversity loss and mitigate climate change, Waitrose has partnered with Land App—a leading digital mapping platform—to equip farmers with real-time data, expert insights, and bespoke land management strategies.
As part of the retailer’s Farming for Nature programme, this initiative aims to revolutionize sustainable agriculture by integrating cutting-edge technology with nature-friendly practices. Through Land App, Waitrose will gather dynamic, real-time data on the environmental health of its farming network, measuring progress across more than 60 key sustainability metrics. This will provide farmers with a clearer understanding of their land’s biodiversity and potential areas for ecological enhancement.
James Bailey, Executive Director of Waitrose, emphasized the initiative’s transformative potential: “This partnership with Land App is about supporting our farmers to secure a sustainable future. This latest technology will provide us with valuable data, allowing us to evaluate, adapt, and drive forward nature-friendly farming with real insights on what works and what doesn’t.”
Farmers will not only gain access to Land App’s technology but also receive expert guidance from professionals, including advisors from the Wildlife Trusts and the Farming and Wildlife Advisory Group. By leveraging this support, producers can create visual plans of their land, track biodiversity progress, and pinpoint opportunities for further environmental improvement.
Dan Geerah, Director of Growth at Land App, stressed the importance of sustainability in modern agriculture: “Building resilience and sustainability on farms is more crucial now than ever. It not only supports nature, reduces flooding, and mitigates the effects of climate change but also secures food production for future generations. This partnership with Waitrose represents a significant leap toward the widespread adoption of regenerative practices.”
Waitrose’s initiative arrives at a time when major retailers are ramping up efforts to promote sustainable farming. Just last week, Co-op unveiled an £820,000 fund to support environmental practices, offering financial incentives for carbon reduction and biodiversity promotion in the beef, lamb, and dairy sectors.
By integrating Land App’s advanced mapping capabilities into its farming network, Waitrose is setting a new standard in agricultural sustainability. This forward-thinking approach not only benefits farmers but also strengthens the retailer’s commitment to responsible food production, ensuring a healthier planet and a more secure food supply for future generations.
