Andy Cato, a member of the electronic duo Groove Armada, founded Wildfarmed in 2018 with former TV presenter George Lamb and financier Edd Lees. Cato’s journey into farming began in 2006 after reading about industrial food production, leading him to adopt regenerative agricultural practices, such as no-dig companion planting and rotational grazing, initially on his French farm. He sold his publishing rights to Groove Armada to fund the purchase of a 110-hectare farm in France, which had very low organic matter in its soil.
Wildfarmed aims to create a marketplace connecting farmers and consumers by promoting regenerative farming practices that prioritize soil health, biodiversity, and ecosystem restoration without using chemicals. The company agrees to buy "population wheat" from farmers who sow seeds directly into pasture, allow diverse plant growth, and integrate grazing animals. Wildfarmed then mills this wheat and partners with bakeries and restaurants, with early collaborations including Jeremie Cometto Lingenheim and David Gingell of Jolene and Big Jo bakeries. The company has rapidly expanded its network, reaching 97 stockists in the UK since January.
The business has seen remarkable success and growth. In 2020, Cato's French farm received the prestigious Lauréat National de l’Agro-Ecologie award for its innovative methods. Wildfarmed's sales increased by over 1,000% in the past year, with continued growth projected for the next 12 months. Cato has since moved back to England, securing a 20-year tenure of a 295-hectare National Trust farm in Oxfordshire, which now serves as Wildfarmed's HQ. The company has also partnered with Lord Rothschild’s estates to convert over 500 hectares of arable land in Norfolk to the Wildfarmed system. Financially, Wildfarmed's total equity jumped from $691,916 to $2.1 million in 2024, and its total assets minus current liabilities increased from $1.7 million to $4 million.
Wildfarmed's brand recognition was further boosted by an appearance on the third series of "Clarkson's Farm" in 2024. The initiative seeks to make regenerative agriculture mainstream, with an ultimate goal to supply flour to high-street food retailers like Greggs, not just high-end bakeries. Edd Lees, a co-founder with 20 years of financial markets experience, left his $100 million turnover business to help establish Wildfarmed, underscoring his belief in the project's long-term ecological and financial value. The company measures key indicators such as insect numbers, water pollution, carbon emissions, and grain quality to ensure its positive environmental impact.
