Burton Latimer company Weetabix behind crop circle to promote locally produced food

Cereal giant Weetabix has revealed it is behind a crop circle that appeared in a wheat field this harvest.

The large circle on a Stoke Mandeville farm was made by four people in 36 hours and features an image of a bowl and spoon surrounded by the message "Committed to 50 miles".

Weetabix made the crop circle to raise awareness of the value of locally produced food and its commitment to using wheat produced within 50 miles of its Burton Latimer factory.

Antony Pearce, the farmer whose field the crop circle is in, said: "As a British farmer it's comforting to see some positives emerge from the first half of the year with people looking to support local businesses more and seeking to have a greater understanding of where their food comes from.

"We have grown the highest quality wheat to meet Weetabix’s high standards for 10 years and are proud to be one of the farms that fall within the 50-mile radius of their factory."

A survey commissioned by Weetabix found that 30 per cent of shoppers say the pandemic has made them realise how important local produce is for the economy.

Almost half of the 2,000 adults surveyed said they actively look for local items in the supermarket and a third said they have been more supportive of British businesses since lockdown.

Shoppers also said they are motivated by supporting local farmers, being more ethical, reducing food miles, and buying healthier and fresher produce.

More than half of shoppers said they believe buying local helps the economy and helps reduce a carbon footprint.

Francesca Theokli, marketing director for Weetabix, said: "Our study showed that more than two thirds believe companies are not transparent enough about where their food is grown and produced.

"So we wanted to create this crop circle to highlight our ongoing commitment to locally sourcing the highest quality wheat from a 50 mile radius of our home in Burton Latimer, Northamptonshire and help consumers make an informed choice when selecting what to have for breakfast."

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