This land sustains us
We’ve always lived off this land, so we’ve never been short of good things to eat and drink. No big deal. But recently we’ve started to think: actually, perhaps it is...
We’ve been doing this for centuries, generation after generation, in a land of pastures, mountains, orchards, forests and rivers, fringed by a 1,400km coastline. Over the years, we’ve become pretty good at it.
Our food and drink has a deep connection to the landscape, the people and culture. You look after the land, and it looks after you. More recently, we’ve also learnt that we’re part of a bigger picture. In a global ecosystem, things like environmental responsibility, sustainability, traceability and social justice really do matter.
We’ll never be the world’s biggest food producer. Mile-wide wheat fields and palm-oil plantations aren’t our thing. So, we’ll stick with what we’re good at: ethically-produced, high-quality food and drink. Proper food that’s honest, healthy and happy. To learn more about the vision
To learn more about the vision underpinning our future strategy visit the Strategic Vision pages of our site.