Farmers who supply Waitrose will now be able to access free real-time data on the health of their farm, in a move the supermarket claims will “revolutionise” sustainable farming across its supply chain.
Waitrose has partnered with digital mapping tool Land App, and is making the platform available to its network of more than 2,000 British farmers.
The tool – which costs £30 a month for its premium subscription – enables farmers to create a detailed digital replica of their farmland and crops. They’re then able to monitor levels of biodiversity at their farm and create “bespoke” management plans on how they could make their farms more sustainable.
Waitrose had made the investment as part of its Farming for Nature plan, which it unveiled in May 2024, as a commitment to help its supply base move to more “nature-friendly” production processes, like regenerative and low-carbon farming.
“British farmers are the backbone of our food system, and this partnership with Land App is about supporting them to secure a sustainable future for their farms,” said Waitrose executive director James Bailey.
“This latest technology will provide us and our farmers with data we can use, evaluate and act on to support the adoption of nature-friendly farming with real insights on what works and what doesn’t.”
Waitrose farmers will get access to other benefits through the subscription, including advice and support from Land App advisors.
Dan Geerah, director of growth at Land App, said: “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. We’re excited and hopeful to see the positive impact of this project ripple across the farming community for years to come.”
No comments yet