TV stars George and Larry Lamb are coming to Hitchin's Waitrose store for the launch of a new regenerative bread range.

The father and son duo will arrive at the Bedford Road store in style at 10am on Friday, driving to the store on a tractor.

The appearance will celebrate Wildfarmed, the UK's first 100 per cent regenerative farmed bread - which is co-owned by George - arriving in Waitrose stores.

Regenerative farming builds healthy soil by focusing on rebuilding organic matter and the natural living biodiversity in the soil, rather than using harmful chemicals and pesticides.

Wildfarmed is made from wheat grown by more than 100 regenerative farmers, including Amazon star Jeremy Clarkson.

The Comet: Wildfarmed is coming to Waitrose stores.Wildfarmed is coming to Waitrose stores. (Image: Woodrow Communications)

"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," said co-founder George Lamb. 

"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."

Oliver Chadwyck-Healey, Waitrose brand innovation manager, added: "At Waitrose, we adopted the principles of regenerative farming on our Hampshire farm, the Leckford Estate back in 2020, after being LEAF Marque certified since 2001.

"We strongly believe in farming in harmony with nature.

"We know our customers care about where their food comes from, and have a real appetite for delicious products, which is why working with Wildfarmed is the perfect recipe.

"Their commitment to challenging and reforming the food system is inspiring and aligns with our plan for nature. I can’t wait to see the loaves land on the shelves."