The new year means a new brand identity and purpose for pioneering anti-food waste brewery Toast Ale as it becomes Toast Brewing.
Established in 2015, Toast uses surplus bread in its brewing process, replacing 25% of barley with rescued loaves.
The new logo cements this fierce commitment to using surplus bread in brewing. Each of the four new beer identities drive a celebration of the natural world, depicting the oceans, forests, grasslands, and arable land that Toast wants to protect through its work.
A key pillar of the new brand also sees Toast Brewing taking its activism credentials to a new level, championing the natural world and protecting the planet.
A recent example was a legal challenge against the government, taken with the charity Feedback and other food
waste campaigners, to reverse the u-turn on mandatory food waste reporting. The new DEFRA secretary has now committed to re-open this soon.
Sustainability leaders joined buyers, brewers, and campaigners at a recent Toast Brewing event, at its taproom in Euston, London, to mark its renewed focus on saving nature. It is the first in a series of activations in support of three brand commitments:
- Empowering citizens, reconnecting people with nature through the food we love. It will be telling the story of our food and championing those who are working with nature to produce it. The aim is to join the dots between the simple actions we can all take to reduce waste and make a positive impact on nature.
- Supporting businesses and calling for others to work with the brewer as ‘ companions’. It will be supporting businesses that are acting on food waste in their own operations and in their supply chains, and helping their customers, or, like Toast, helping others, to reduce waste by using surplus.
- Putting pressure on the government to take food waste and environmental action seriously to achieve systemic change. Toast believes policy changes have the potential to incentivise farming in harmony with nature, make more space for nature, and prevent waste. To do this, it wants to see an environment that encourages action and sets a level playing field for pro-active businesses.
“It’s time to stop being so polite about wasting food,” said Toast Brewing chief executive, Rob Wilson. “We all know that earth’s natural resources are under attack when a third of all food is wasted. But this is obviously a huge concept, and we want to help people to act in any small way.
“Beer should be fun. At Toast we believe that we can take simple everyday actions to protect our planet. And Toast drinkers everywhere are all playing a part.
“Since we started brewing, we have rescued over three and a half million slices of bread and turned them into beer. Not only does this prevent waste, but also uses fewer natural resources for grains, like water and land, in the process.
“We think our new brand focus speaks to all the beer-lovers out there, the conscious consumers and the planet heroes. So, let’s raise a Toast to planet Earth!”
