Read our Plan A stories

We believe the very best quality begins long before it reaches our stores – it starts with the farmers and growers who carefully nurture every crop. Join Ben Fogle as he uncovers the stories behind our high-quality produce and the people who make it possible.

Assistant Copywriter

Florence Head

Grown with nature, not against it

There are few surer signs of spring than the first daffodils. For a few short weeks, their bright yellow blooms appear across the British countryside, marking the change of season.

At Varfell Farms in Cornwall, those daffodils are grown with the future in mind. Alongside producing flowers, the farm uses regenerative farming practices designed to improve soil health, encourage biodiversity and create habitats for wildlife. Cover crops, carefully managed hedgerows and a focus on healthy soils all help support a farming system that works with nature rather than against it.

The result? Beautiful British daffodils that celebrate the arrival of spring while helping to build resilience for future generations.

And at just £1 a bunch, that’s more spring for your money!

Discover more flowers

What does Wildfarmed mean?

Ben Fogle recently visited Andy Cato from Wildfarmed to see how regenerative farming is helping bring life back to Britain's fields.

"Regenerative farming is all about growing great crops while improving the environment they're grown in - rebuilding soil health, supporting wildlife and helping nature thrive. Wildfarmed wheat is grown alongside a mix of plants that feed the soil and attract beneficial insects, creating healthier crops and more resilient farms."

Every loaf, cracker and mince pie starts in the soil, which is why the way wheat is grown matters. Wildfarmed works directly with farmers to produce wheat using regenerative methods that support healthier soils, encourage biodiversity and reduce reliance on intensive farming practices.

Today, M&S uses more Wildfarmed flour than any other retailer. As part of our Plan A for Farming commitment, we aim for all British-sourced products to come from farms using regenerative practices by 2030. Behind every product is a farming approach designed to work with nature, helping create thriving farmland while producing ingredients with real character and flavour.

Regenerative farming isn't just about how food is grown today. It's about building healthier soils, supporting wildlife and helping create a more resilient future for British farming - one harvest at a time.

Find out more about our Plan A for farming

Farming for the Future

Healthy soil is easy to overlook, but it's one of the most important ingredients in our food system. That's why we're working hand in hand with British farmers through our Farming for the Future programme to support more sustainable ways of growing food.

Join Ben as he visits Rob at G's farm, where looking after the soil sits at the heart of every decision. From rotating crops and planting cover crops to making home-produced compost, every practice is designed to improve soil health and support the land for future harvests. The team even monitor earthworms - nature's own "soil engineers" - as an indicator of healthy, thriving soil.

By farming in partnership with nature, Rob is producing great-quality crops while helping to build a more resilient future for the land. It's part of our wider commitment to regenerative farming, supporting British farmers as they improve soil health, encourage biodiversity and continue growing food for generations to come.

More about Plan A

Published 03/03/2026