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Allied Bakeries, a leading supplier of bread and bakery products, and owners of the leading brands Kingsmill, Burgen, Allinson and Sunblest, today announced a new partnership with Conservation Grade, the nature friendly farming scheme.

Through the Allinson range, the firm is investing £400,000 in a new marketing campaign to raise awareness of the work of Conservation Grade by rewarding Allinson consumers to get behind the partnership and do their bit to encourage wildlife to thrive in their gardens.

Allied Bakeries expects to source 20,000 tonnes of milling wheat from Conservation Grade accredited farms during the 2011 harvest. As Conservation Grade is a 'whole of farm' scheme this is expected to add around 18,000 acres of additional Conservation Grade accredited farmland.

With the Conservation Grade protocol requiring management of biodiversity over the whole farm, including 10% managed in specific habitats, this represents a massive contribution to farmland biodiversity in the UK.

From February to April all Allinson loaves and rolls will feature an on-pack promotion for consumers to collect tokens and send away for a free bird feeder. By sending off four tokens people will be able to claim their bird feeder and do their bit in helping to conserve British wildlife.

Ellen Bailey, Allinson Brand Manager for Allied Bakeries, said: "We are proud to be supporting Conservation Grade to help preserve Britain's countryside and by giving away free bird feeders to people who buy our bread we are helping people across the UK to do their bit as well."

Figures from the IGD show that more and more British shoppers are actively buying ethical products. The figure now stands at 82% up from 75% two years ago and 59% show an interest in environmental sustainability compared to 53% two years ago.[1]

Tim Nevard, Conservation Grade CEO, said: "Giving consumers the opportunity to make a real and lasting difference to conservation in the British countryside through their daily bread is fantastic!  Through their support for Conservation Grade, Allinson are joining a growing movement amongst leading brands which is making arealdifference to both the natural environment and food sustainability"

Ellen Bailey added: "As a result of the wheat contract, through 2011 Conservation Grade accredited farmers growing for Allinson are expected to sow an additional 720 acres of wildflower habitats, as well as hundreds of acres of wild bird food and other habitats. Allinson will also be giving away 8,500 bird feeders to help make a real and direct difference to British wildlife."

The partnership will see Allied Bakeries pay a premium to Conservation Grade accredited UK farmers growing their wheat for Allinson  so they can devote 10% of their land to specific habitats for wildlife, as well as manage their whole farm according to nature friendly principles.

To claim a free bird feeder, customers must collect four tokens from Allinson packs and send with a £1.50 contribution the postage and packaging. Alternatively, people can simply collect two tokens and send with a £5 contribution to receive a feeder.