Waitrose is the first supermarket to launch a bread made using the seed flour Teff, instead of wheat. The Waitrose Teff Loaf has been introduced after one of the supermarket’s shop workers suggested to Head Office that it should be seen on their shelves.
Desta Wossenie, from the Little Waitrose branch in Victoria, London, grew up in Ethiopia and contacted the product development department at Waitrose after reading that managers wanted to hear about new product ideas from staff. She was invited to meet the team where she explained the benefits and versatility of Teff and showcased a selection of recipes including injera, the staple bread of Ethiopia. Two years later, she has now seen her idea translated into loaves on the retailer’s shelves.
Desta says, “To see my idea turned into reality is amazing. It makes me so proud. Waitrose is our business, and I am pleased to do my part.”
Teff is an ancient grain, traditionally from Ethiopia, which is high in iron and protein and also calcium for healthy bones and teeth. With Ethiopian Teff being protected by their government, the grain is now also grown in other countries, including Spain from where Waitrose sources its Teff. Teff has been increasing in popularity in America, with celebrity fans including Gwyneth Paltrow and Victoria Beckham.
The Waitrose Teff loaf is made by a small North London, artisan bakery, The Celtic Bakers, who have worked with the supermarket for over 15 years.
Kate Smith-Bingham, Waitrose Bakery Buyer says, “Teff is a tasty alternative to your usual bread and is also amazing for making toast. Last year, we also saw lots of shoppers choosing flour alternatives such as coconut flour, so when Desta showed us a fantastic and delicious bread that used Teff instead of wheat, we couldn’t wait to get it into products and share it with our customers.”
The Waitrose Teff loaf is available for £2.99 in 161 branches.
Notes to Editors:
Teff leads all the grains – by a wide margin – in its calcium content, with a cup of cooked Teff offering 123 mg, about the same amount as in a half-cup of cooked spinach. It’s also an excellent source of vitamin C, a nutrient not commonly found in grains. It’s been estimated that Ethiopians get about two-thirds of their dietary protein from Teff. Many of Ethiopia’s famed long-distance runners attribute their energy and health to Teff. White or ivory Teff has the mildest flavour, with darker varieties having an earthier taste. Those who have only tasted Teff in injera assume it has a sour taste, but when it is not fermented (made into a sourdough), Teff has a sweet and light flavour. Source: The Whole Grains Council.
For further information please contact the Waitrose PR team at ZPR on 0207 896 3404 or email [email protected].
Information and prices correct at time of release. Waitrose customer enquiry number is 0800 188 884.
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