Larry Lamb and George Lamb at Waitrose in Stroud

To celebrate the launch of Wildfarmed’s first range of regenerative farmed breads in supermarkets, co-founder George Lamb and his dad, Larry Lamb have been taking over Waitrose locations across the country.

George Lamb, ex-TV presenter and co-founder of Wildfarmed, recently made an appearance on Clarkson's farm. 

Larry Lamb is known for playing Archie Mitchell in Eastenders and Mick Shipman in Gavin and Stacey. 

Throughout the week, the father-son duo dropped into Waitrose locations across Stroud, Maidenhead, Hitchin and South Woodford to give consumers a chance to try a brand.

Waitrose shoppers in Stroud had a chance on Tuesday morning and early afternoon (May 14) to sample the range while Larry also stopped by to take pictures with fans, including with SNJ reporter James Felton.

George Lamb said: “Wildfarmed began as a field to plate collaboration, uniting farmers and food buyers to create a new food system.

"One where Wildfarmed growers combine nature and food in fields full of life, and where Wildfarmed customers support these farmers in their vital work.

“How we grow food is our single greatest point of agency to address the health, biodiversity and climate challenges we are facing.

"Our flour has been championed by some of the best independent UK bakeries and restaurants.

"We’re incredibly excited that our products are now available to everybody nationwide.

“Don’t worry - when you go down the bread aisle, you won’t miss it.

"It’s bright green, full of life, and the only bread with a disco ball.”