A Macclesfield pizzeria has switched to using more eco-friendly flour, in a bid to do their bit for the environment.

Honest Crust Pizza, located inside The Picturedrome on Chestergate, have also adopted a new slogan to promote the change called 'Planet Saving Pizza'.

Rich Carver, Owner and Founder of the Honest Crust brand, has been at The Picturedrome since it opened in 2019.

He explained how the supplier change is better for Mother Nature.

The introduction of the new flour hasn't changed Honest Crust's prices. They have pizzas for both meat and fish eaters, as well as vegetarians. Pictured is their new Volturno pizza, with tomatoes, cheese and anchovies. (Image - Alexander Greensmith / Macclesfield Nub News)

"Every single Honest Crust pizza is now made using 100 per cent Wildfarmed flour," Rich said.

"Wildfarmed are a new flour growers and millers based in the Cotswolds.

"Their whole angle is about regenerative farming. It is a whole system of farming which encourages different varieties of wheat, beans and pulses to be grown in the same field.

"This diversifies the biodiversity, which benefits wildlife, and stores carbon.

"Regenerative farming uses farming as a force for good. There is no pesticides or chemicals sprayed onto the crops.

"It is about improving the quality and health of the soil as well."

The Guardian reported in 2021 that regenerative farming could be the solution to help the UK farming industry be carbon neutral by 2040.

The UK government also hopes to incentivise farmers to take up this method.

Many regenerative farmers offer a no-dig approach, which sows seeds directly into the soil rather than plowing into tilled ground, which disrupts soil less. (Image - Udo Voigt from Pixabay)

However, there is little financial reason for the consumer to go for it, other than the desire to do good for Planet Earth.

"It certainly isn't cheaper than our previous [non-sustainable] flour supplier", Rich added.

"It is about twice the price of what we were using before.

"Anything we put on the pizza has a story behind it. We have direct personal relationships with most of our suppliers.

There are also claims that regenerative farmed food tastes better and is more nutritional. But we will let Honest Crust's customers decide that one! (Image - Honest Crust)

"What we didn't have until now was with the flour. We wanted to get a closer relationship with the flour and something that was grown in the UK, which also had a bit of accountability behind it in regards to the environmental impact.

"Wildfarmed are all about helping the overall soil quality of the planet. So taking some responsibility ourselves helps them with that, gives consumers the opportunity to make the choice to buy a pizza that is contributing to the wellbeing of the environment, and helping a small independent business as well."

Rich is not alone in The Picturedrome in terms of sustainability.

The Picturedrome also does their bit for the environment from sourcing regional produce, including many grown at their newly-opened Cheshire pub The Nags Head. 

Honest Crust and the Picturedrome are open in Macclesfield six days a week. (Image - Alexander Greensmith / Macclesfield Nub News)

They also use one of the world's most sustainable water suppliers, who just so happens to be based in Macclesfield.

Located in the top left corner of the Picturedrome, Honest Crust serve freshly-made pizza, olives and specials such as hearty Italian sandwiches.

Honest Crust and The Picturedrome are open from Tuesday to Saturday from 9am-10pm, and Sunday from 9am-6pm.

As well as in Macclesfield, Honest Crust can also be found in Altrincham Market and Mackie Mayor in Manchester.

They even gave away free pizza for a year to one lucky customer, to launch the Wildfarmed collaboration and raise awareness for it. (Image - Alexander Greensmith / Macclesfield Nub News)

Honest Crust employ six, and are always interested in hearing from new hires.

Drop them a message on Facebook if you're interested.

Keep up to date with The Picturedrome and Honest Crust on Instagram.

Macclesfield: You can also learn more about how the flour is sustainable by clicking here.

The Picturedrome also do their bit for the environment by planting wildflowers, and choosing UK growers and suppliers where possible. (Image - Claire Harrison Photography)

See Also: Rewilding project to expand at Macclesfield Leisure Centre

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