Puffin Produce, the home of ROOT ZERO, is Wales’ leading fresh produce supplier. It is known for its commitment to resilient farming systems and supply chain sustainability, from field to fork. Providing the British consumer with British produce from resilient, nature-rich farms is central to its overarching business strategy.
As a business it is ambitious, committing to reducing Scope 1 and 2 emissions by 46% by 2030, with a Net Zero target of 90% reduction of Scope 1, 2, and 3 by 2040.
Having recently been shortlisted for the Net Zero Impact Award, in the 2025 FPC Fresh Awards, we explore how ROOT ZERO has contributed to the overall business’ sustainability success.
Launched in 2021, as the UK’s first carbon-neutral potato, the ROOT ZERO brand made a bold statement, building upon existing company targets with its own ambitious commitment to cut carbon intensity by 51% and operational emissions by 46% by 2030, a unique target within the sector.
To meet these aspirations, ROOT ZERO undertakes annual cradle-to-grave carbon assessments across the entire supply chain to measure, identify and minimise sources of emissions. From here, an action plan of measurable changes progresses at pace.
Investments to date have included installing 2 megawatts of solar panels on 6,000m2 of unused roof space, which allows us to use 100% self-generated energy during the summer months, saving 2.4t of CO2e per day. We have also switched most of our fleet vehicles to electric or hybrid and installed charge points on site allowing for ‘zero-carbon’ energy charging.
We have planted over 1,400 native trees, equating to 3 acres (nearly 2 football pitches!). The ground in between the trees has been left to grow wild, to provide a blooming habitat for beneficial insects, pollinators and beloved farmland wildlife.
On farm, we measure emissions produced as well as emission sequestration, allowing us to focus on combatting areas of high carbon intensity, therefore providing the highest reduction potential. To provide a catalyst for change that will enable us to meet our impressive targets, we recently launched our ‘Sustainable Spuds’ grower scheme. This sector-leading scheme incentivises environmental outcomes, associated with reducing emissions, for growers. Centred around nutrient optimisation, energy efficiency and soil health, alongside enhancing biodiversity and the farmed environment, our holistic approach also helps to reduce production costs for farmers and boost wildlife on farm.
Turning to production and packaging achievements, ROOT ZERO developed its iconic 100% fully compostable and recyclable, plastic-free packaging, without impacting product quality or shelf life. Alongside the technical success of the packaging itself, the bag also provides a canvas to educate consumers with factual information on the carbon footprint, and ways to reduce food waste and cook efficiently.
To date, these achievements have resulted in us being almost halfway to our 2030 emissions target.
Our measurable impact and successes also include the work we do with charities who share our values on sustainable food supply in the UK. The overarching business is a Leading Food Partner of Fareshare Cymru, having recently hit the milestone of donating produce to create 2 million means through its ‘Surplus for Purpose’ redistribution scheme. ROOT ZERO also has an ongoing partnership with the Bumblebee Conservation Trust, donating 0.5p of every sale to the trust. This supports ongoing efforts to protect the UK’s bumblebee populations, without whom, food production would be severely impacted.
We are incredibly proud of our progress and the recognition it receives, but our work continues! As we remain focused on Net Zero aims, we keep resilient farming and nature at the heart of our actions.
Find out more: Read our Manifesto as published on the ROOT ZERO website
