As the holiday season kicks off and Black Friday deals are everywhere, it’s easy to get swept up in the shopping frenzy. But what if this year, instead of focusing on buying more, we focused on giving more?
At Earth & Wheat, our mission is simple: Taste More, Waste Less. We’re dedicated to reducing food waste at the source by rescuing surplus and “imperfect” bread products that would otherwise go to waste. And we’re proud to go a step further—thanks to our amazing rescue warriors, we’ve been able to donate over 300,000 meals to FareShare. That means every box ordered is a meal donated, helping those in need and reducing food waste in the process.
Why Food Waste Matters
Food waste is one of the biggest environmental and social issues we face today. In the UK alone, 12.8 million tonne [1] of perfectly edible food are thrown away each year. And it’s not just about the food itself—when we waste food, we also waste the resources used to grow, harvest, and transport it. Reducing food waste isn’t just a kind gesture; it’s a powerful way to lower our environmental impact.
For those struggling with food insecurity, these issues hit even harder. That’s why we partnered with FareShare, the UK’s largest charity fighting hunger by redistributing surplus food to frontline charities. Together, we can make a real difference in providing nourishing meals for those in need, all while tackling the food waste crisis head-on.
Rethinking Black Friday: Choose to Give Back
November often brings us straight into shopping season, with Black Friday and now Cyber Monday as the main event. It’s a time of year that’s traditionally about getting deals, but it can also mean a lot of impulse buying and unwanted items that end up in landfills. This year, we’re challenging everyone to think differently.
Instead of getting caught up in the Black Friday rush, let’s shift our focus. Do you really need that new gadget or sweater? Or is this the perfect time to focus on giving back? If you do need something, try to shop with companies committed to sustainability, or maybe consider gifting something that supports a cause you care about.
By choosing a subscription to Earth & Wheat, for instance, you’re not only getting delicious, freshly baked rescued bread at your door—you’re also making a difference with every box. Every order not only means a meal donated to those in need through FareShare but you are also saving 2.9kg of greenhouse gases from entering the atmosphere [2].
How You Can Help Reduce Food Waste This November
If you’re inspired to make a difference this season, there are plenty of ways to contribute to the fight against food waste, right from your kitchen.
Get Creative with Leftovers: Instead of tossing out food, get creative with your leftovers. Bread that’s a bit stale? Try turning it into croutons, breadcrumbs, or even a comforting bread pudding. Fruits a bit overripe? Perfect for smoothies or jams!
Order an Earth & Wheat Box: With every Earth & Wheat subscription box, you’re directly supporting our mission to reduce food waste. You’ll get a variety of rescued breads that taste great but don’t meet traditional appearance standards—each box is unique and packed with surprises!
Spread the Word: Share your experience with friends and family. The more people understand the value of reducing food waste, the more we can change the culture around food and create a more sustainable world. Simple choices add up! Don’t forget you can earn credit via our referral programme too!
Donate to Food Charities: If you’re able, consider donating directly to charities like FareShare that work to tackle hunger and redistribute surplus food. Many food banks and local charities also accept food donations, especially around the holidays when demand tends to increase.
Let’s Make This Season Count
At Earth & Wheat, we believe that change starts with small, purposeful actions. Each meal donated, each wonky pitta saved from the bin, each leftover creatively reused—it all adds up. This November, let’s embrace the spirit of giving and do our part to reduce waste and help those in need.
When you choose Earth & Wheat, you’re doing more than just getting bread. You’re joining a community of people who care about sustainability, about waste reduction, and about creating a world where good food goes to those who need it most—not the bin.
This Black Friday, think about what matters most. Give back, support a cause, and make choices that leave a positive mark on the world. Because together, we can create a season that’s truly about tasting more and wasting less.
Order your next bread box here.
[1] **WWF (2021) Driven to Waste. Available here.
[2] Based on typical quantity of bread per box, and Life Cycle Assessment (LCA) data quantifying the environmental impacts of a typical loaf of bread (Espinoza-Orias et al, 2011, Int. J. LCA). This LCA followed PAS 2050 guidelines which help standardise LCA calculations.
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