Earth & Wheat gears up for ride with bike-sharing app HumanForest

Surplus FoodTech firm Earth & Wheat is welcoming cyclists of bike sharing app HumanForest to join them on their ‘mission’ of reducing food waste in London.

The ‘wonky’ bread box delivery service has partnered with the micro-mobility platform which launched its fleet of 800 zero-emission, fully electric bikes in London in last September.

Earth & Wheat was launched in March 2021 and is on a quest to end food waste at the ‘point of production’. The start-up does this by ‘rescuing’ ultra-fresh baked goods from bakeries, such as crumpets, tortillas, pancakes, flatbreads – even naan breads – which would have otherwise been binned due to their odd size or unattractive appearance.

Earth & Wheat has so far redistributed 300 tonnes of bread months and donated 100,000 meals to London charities and schools. It also recently launched a new vegan, sweet and savoury ‘wonky’ broken biscuit box.

Founder James Eid says there is a great brand alignment between Earth & Wheat and HumanForest, who share a similar sense of mission and purpose.
The bike sharing scheme aims to provide affordable and accessible solutions to bike sharing in the capital and offers users 10 minutes of free usage per day. It seeks to encourage more users to make planet-friendly decisions on mobility but also educate users on the scale of food waste in the UK and the impacts this has on both climate and food poverty.

Earth & Wheat will be using in-app impressions within the HumanForest platform to connect with the bike sharing app’s community of sustainably-minded users to let know more about how they can reduce food waste and save the planet.

James Eid, founder of Earth & Wheat, said: “Food waste plays a significant role to the detriment of our environment. Today, around one third of all food produced goes to waste. Now is the time to fight food waste at the point of production, and Earth & Wheat is pleased to partner with HumanForest to get our mission across London. The more food we rescue from going to waste, the more sustainable our planet becomes. We welcome all HumanForest riders to join our fight.”

Laura Elms, Head of Partnerships and Sustainability at HumanForest, said: “HumanForest are delighted to be working with Earth & Wheat. Like HumanForest, Earth & Wheat have sustainability at their core. The company is doing amazing work to reduce food waste and we strongly believe that the HumanForest community of riders will be a great audience for their wonderful bread boxes. This is another awesome brand to have onboard as we continue to grow our digital marketing offering across such a great range of partners.”

To celebrate the partnership, HumanForest users will receive an exclusive discount on their first box of wonky bread. Using the code FOREST15, all users will be entitled to 15 per cent off their first order.

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