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Waitrose has partnered with Land App, a digital mapping tool, to support over 2,000 UK farmers adopting sustainable, nature-friendly farming practices. This collaboration, part of Waitrose’s Farming for Nature programme, will provide farmers with free access to advanced mapping tools and expert guidance, helping them develop tailored land management strategies to boost biodiversity, improve soil health, and enhance long-term farm resilience.
Waitrose will track environmental data across its supply chain through Land App, measuring over 60 key sustainability metrics. Farmers will benefit from detailed digital mapping, expert advice from accredited professionals, and real-time progress tracking to monitor biodiversity improvements.
James Bailey, executive director of Waitrose, said, “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.
“This latest technology will provide us and our farmers with data that 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.”
This initiative comes as UK farmers face increasing pressures from climate change, low farm-gate prices, and shifting post-Brexit subsidy structures. A recent National Farmers’ Union (NFU) survey revealed that 80% of farmers have suffered land damage from flooding, with 65% reporting year-on-year profit declines. The past 18 months have been the wettest on record, highlighting the need for nature-based solutions to mitigate extreme weather effects.
The move aligns with growing calls for clearer government support for farmers. Alistair Carmichael, chair of the Environment, Food, and Rural Affairs Committee, has urged policymakers to establish a coherent transition plan for nature-friendly farming and ensure funding bodies like Natural England are properly resourced to oversee new payment schemes.
Stuart Rogers, dairy farmer, said: “Sustainability and looking after the land have always been really important to us at Longmoor Farm. It’s great to see the real action that Waitrose is taking because building resilience into our farming systems is so important. I’m not the most tech-savvy, but the support I got to create my Land Management Plan on Land App has been a huge help. It means I can stay focused on what really matters: the landscape and my business. I’m excited to see more farmers getting involved with this project as it really has made such a difference.”
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.”