21 Comments
May 27Liked by Vittles

As brilliant a piece of journalism as has ever appeared in Vittles.

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Thanks Sheila!

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author

Thank you so much Sheila - that's very kind.

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May 27Liked by Vittles

Someone, please send this brilliant article to Jeremy Clarkson, who has already done much to depict the difficulties of farming on Clarkson’s Farm. Perhaps he could illustrate for a global audience how monopolies and middlemen stack the odds against farmers in their daily life.

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this attentive look at the destructive forces that run the global food system is wonderfully clear.

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author

Thank you so much for reading!

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May 27Liked by Vittles

We regularly drive past a field in Bedfordshire with a sign up proclaiming "Growing wheat for Weetabix" - very interesting to see the background.

Also, I saw an Australian TV cook on instagram making "millefeuille" out of weetbix this week.

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author

Incredible.

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A brilliant summary of everything that's wrong with farming. Cutting out the middleman is the ethos for farmers markets, but doing that on the scale you write about Jack is like taking on the world. Thanks for highlighting all the issues.

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May 27Liked by Vittles

Fascinating article. One small typo on the weetabix ET ad, it should be 80's not 90's.

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author

thank you so much! we have changed that

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May 27Liked by Vittles

I read this and loved it and sent it to my 83 yo Dad who is always in search of good journalism- this was his response “I don’t often use this expletive -but - “WOW” !

Such an interesting history of a thankfully still available today product and once again in British ownership - a very good article, thank you and much appreciated as I am a regular consumer.”

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author

Extremely wholesome response! We are really thrilled to hear it.

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Surprisingly interesting! I never heard of Weetabix, but still read it through! Nice!

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May 27Liked by Vittles

excellent read.... and weetabix is a family favourite

I own a restaurant and we are constantly looking at where our food comes from and trying to support the small independent farmer, grower, producer.

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If only the world would stop eating bread, toxic on so many levels. Oh! To turn whEAT fIElds to 5 other more healthy grains...

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Weetabix gets our vote!

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I’ve only had Wheetabix when traveling in Britain and Canada and had mixed feelings—bit like munching wet straw (sorry, Wheetabix fans!). This insightful piece gave me something far more substantial to chew on. Thanks for sharing.

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author

Thank you for reading!

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I remember my Scots granny, who ate only porridge at breakfast time, spreading a thick layer of butter on a Weetabix in the afternoon and eating it like a biscuit. Yes, I tried it and erm, not really. Interesting article, but isn't regenerative agriculture a bit of a woolly (intentionally so - liable to green washing) term? Will anything imbricated in a large capitalist supply chain be able to commit to authentic regenerative practice? https://wickedleeks.riverford.co.uk/features/regenerative-organic-and-agroecology-whats-the-difference/

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Great piece, know lots of people that will enjoy reading this!

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