LAUNCH EDITION
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Life after Dragons’ Den Entrepreneur Allison Whitmarsh discusses what’s next for her Yorkshire business and her connection with Deborah Meaden
Sweet treats Honeybuns bakery discuss their success page 6
The art of artisan Industry experts tell all about this rising trend page 8
European interiors Explore inside a prestigious bakery page 12
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Sweet treats Honeybuns bakery discuss their success page 6
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Editor’s Letter
- Megan Habberfield
Welcome to the premiere issue of The Baking Sheet, the ultimate source for news, features and expert tips that are tailored for your independent bakery business, just in time for Easter! Each month we will try to showcase different aspects of the independent baking world. Be sure to enter our annual awards gala! For March, The Baking Sheet team have been knee-deep in vegan treats (p11) artisan bread (p8) and new Scottish delicacies (p28). We also have an exclusive interview from Dragons’ Den alumni Allison Whitmarsh (p14) and our Bakery of the Month is a fairytale, featuring a business that went from two wheels to gourmet meals (p6). Welcome and enjoy from The Baking Sheet team!
Contents REGULARS 4. News and Events
14. Featured Baker
Allison Whitmarsh, owner of This month’s top stories from Yorkshire bakery ProperMaid, the world of baking, including talks about how her business Facebook an Easter pop-up shop and the Work out your cake costs Make sure that you are improved after Dragons’ Den My advice for anyone who is BakingSheetMag return of Lurpak’s baking club from every cupcake case to fully insured to carry out your Twitter 27. Spotlight starting up a bakery business 11. Ten Best every spritz of surface spray! @bakingsheetmag business activities and that We searched the UK for our is to let people in, share with Pinterest Discover our top picks of The little things soon add up your Environmental Health favourite baked treats and them what you are doing and BakingSheetMag sources of vegan baking from when you are making cakes Easter creations from around Office checks are up to date. what’s in your produce around the UK full-time the country People are often scared of the The French Oven Hannah Banana Bakery 12. Your Interior 28. Introducing EHO check but the inspectors Newcastle Southampton Find out how you can decorate Scotland has long been known Emma-Claude Phillips are there to help and assist Hannah your bakery from as little as for its unusual sweet treats, but you, they don’t expect you to 20p! This month’s interior Honeybuns’ gluten-free treats (p6) this new savoury snack could You really need to listen know it all on their first visit inspiration comes from a be taking over the nation to your customers and and it is vitally important to FEATURES French patisserie in Leeds that understand their needs. have these things in place decorates on a tight budget 6. Bakery of the Month There is a lot of help out YOUR BAKERY The Baking Sheet Vintage House Bakery Arrange meetings with them In search of our favourite 22. Finance there so if you have an idea Leicestershire 17. Masterclass to do some research into what Expert forecasts and market patisserie, we source one I would suggest approaching Kerry Lillis Food hygiene when running trends for the upcoming nestled deep within Dorset; would they buy and why would the local council, like I did, your bakery is an important consumer business year Honeybuns, a gluten-free they buy from you. Scale as they will point you in the It’s not important to spend issue, with our ultimate guide bakery which started off as 33. Listings your business - knowing your right direction and give you the lots of money to make your you’ll never fall foul of it a business on a bicycle and Essential contact details and customers and your market important advice and guidance bakery look good. When 18. Equipment became a success story sources of expert help for your is one of the keys to success. that you need to break into the starting up a business, you Every month we review the business 8. Focus On Don’t be afraid to experiment bakery business latest industry products should make it personal Artisan baking is sweeping the 34. Insider Tips Pizzacones Fudge Fancies E5 Bakery 24. E-Commerce UK. The Baking Sheet speaks Every month we bring you Glasgow Middlesbrough London Learn how to expand your to three industry experts to business advice from industry Dags Hofrat Michael Goodchild Ben Mackinonn Pug Publishing business’ online presence with find out why this trend has experts, helping you to make the best of your bakery taken off in such a big way our social media tricks 30 www.thebakingsheet.co.uk www.thebakingsheet.co.uk 31 www.thebakingsheet.co.uk 3
Images sourced from google.com and Honeybuns bakery
Image sourced from Chris Smith of the Real Bread Campaign
EDITORIAL
The Baking Sheet March 2013
NEWS & EVENTS
London museum Lurpak Bake Club’s online return to host Easter pop-up shop
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The much-loved and renowned butter company has relaunched their community for bakers to upload, share and ‘star’ each other’s creations The Lurpak Bake Club is back, and promises to stick around this time, bigger and better than ever. Each month, a well-known name from the world of cooking and baking (Lily Vanilli for March) will set a challenge to the registered passionate bakers that want to take part. Prizes are up for grabs for the entries that catch the judging panel’s eyes, based on the criteria: ‘a combination of the twist on the recipe and the photo of the dish.’ Lurpak brand manager Samantha Peel said, “The new Bake Club site really allows us to tap into the passion around baking – making it easier for good food lovers to share their proud bakes and seek inspiration from like-minded foodies.” Returning users who were a part of the community in its first run may be sad to hear that ‘Group Baking’ has been removed from the website.
However, you now have the option to track what your baking friends are doing by following them on the Bake Club, which will provide you with constant updates in your image feed. Photos can be uploaded by simply adding a hashtag to them on either Twitter or Instagram. They will then appear on the Bake Club website for the world to see. This innovative take on a new form of social media exclusive to bakers has already seen some massive success with hundreds of photos already online. The platform has been launched through the agency Outside Line, recently acquired by Saatchi & Saatchi London, and creative strategy director Dan Rutherford said, “People love to share images of their baking creations, with all their glorious imperfections – whether it be via Instagram or Twitter. “There’s a certain pride and an undoubted sense of achievement with baking, and that’s what the Lurpak Bake Club empowers and celebrates.” You can register for the Bake Club online at www.bakeclub.co.uk
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Forthcoming UK events and exhibitions Cake International at EventCity, Manchester March 8-10 09.30 – 17.30 (Sun 17.00) For the first time ever, Cake International – The Sugarcraft, Cake Decorating & Baking Show is heading to Manchester, to showcase baking talent, never seen before. Join thousands of guests as well as Great British Bake Off ’s Paul Hollywood, Mary Berry and 2012 Bake Off champion John Whaite for what is set to be an extraordinary three-day event. Tickets are available now and can be purchased online at www.cakeinternational.co.uk/tickets
The International Food & Drink Event at ExCeL, London March 17-20 Sun 11.00 - 17.00, Mon/Tues 10.00 - 17.30, Weds 10.00 - 16.00 Self-labelled “the UK’s biggest and most respected food and drink trade exhibition”, and open to only those in the business, this event which will welcome over 1,200 visitors is one to jot in your diary. Four days of exhibitors will showcase the best of the best for your viewing pleasure, and you can register to attend online now. Reserve yourself a spot for the event at www.ife.co.uk
Bakers’ and Butchers’ Spring Fair at The Showground, Worcestershire April 7 09.30 – 16.00 A whole host of exhibitors from all over the industry are coming together in this free event that promises to bring something for every independent baker. Live competitions, presentations, and an appearance from the much-loved Christine Hamilton hope to ensure that this fair will be one to remember. Register your interest in attending online at www.bakersfair.co.uk
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c l e a r a n c e
Stigmata cookies that will be available at the event
Some of the user creations including lemon meringues and a special Shepherd’s Pie
c o p y r i g h t
A temporary cake shop will be put up on March 30 including the show ‘Sacred Tarts’, with exciting new creations from Scunthorpe’s Tattoo Cakes’ founder Nicola Shipley. She said, “Anything you can imagine will be on sale at the event. We are concentrating on Christianity and Catholicism. There will be cake popes, stigmata cookies, and butterscotch crucifixes - lots of larger show cakes, which will showcase the talents of the group. You will also find bigger cakes, which can be pre-ordered and collected from the venue.” Creator of the Sacred Tarts event and assistant technical curator at the museum Carla Connolly said, “Easter eggs are always well received, but are pretty boring when you know you’re going to get them every year. The Sacred Tarts team will be busy over the next six weeks coming up with some pretty exciting alternatives – from crystal sugar crowns of thorns to butterscotch crucifixes and edible saints.”
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Images sourced from Hannah Grennerster and bakeclub.co.uk
Several bakery business have grouped together for the event at St. Bart’s Pathology Museum
The Baking Sheet March 2013
The Baking Sheet March 2013
NEWS & EVENTS
CLASSIFIED E q u i p m e n t
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Mother’s Day event to help raise funds A little look at... in the ongoing battle against cancer Strictly Cupcakes
c l e a r a n c e c o p y r i g h t N o
Founder of Cake Angels Julia Thomas
Cancer survivor Julia with her son, Charlie
of a whole new world. She started to experiment with different dairy, wheat and gluten free recipes and eventually became the founder of her now highly successful business Cake Angels. With the forthcoming ‘Mothering Bunday’ on March 10, Julia will be baking and selling goods with her son Charlie to help celebrate the event as well as her husband’s birthday. Money raised will go towards funding for the support centre. Anyone can take part and any money collected can be donated by going to www.thehaven.org.uk or sending via post to Bunday, The Hereford Haven, 37 St Owen Street, Hereford, HR1 2JB
Strictly Cupcakes, based in Preston, is a family run business that opened in April 2012. Joanne White owns the shop and works alongside her mother Kay and her brother Ryan, who bake the homemade goods sold in store. The three of them decided to open up the store after they were inundated with orders for their popular homemade cupcakes, and Joanne’s dreams have always been to open a vintage tearoom. This is reflected in the style and taste of the interior and objects inside the bakery, with those visiting being served with china cups, saucers and teacups. Kay said, “We think we’re so busy because everything we sell is homemade, and that’s what people want nowadays. We are very reasonably priced compared to the big chains – in fact I’d go as far to say we’re cheap!” She continued, “We get every age group coming in, from young children to elderly people on their own. We’re also very popular with the students of Preston.” The bakery doesn’t just stick to cupcakes, they also provide wedding and celebration cakes to order. You can find out more about Strictly Cupcakes online at www.strictlycupcakespreston.co.uk
Words by Daniel Falconer
Award-winning baker to release book Mellissa Morgan, the owner of Brixton-based independent bakery Ms Cupcake has put together her first recipe book stuffed full of dairy-free, vegan recipes, which is due to launch May 9, at just £16.99. The cookbook, titled Ms. Cupcake: The Naughtiest Vegan Cakes in Town!, published by Square Peg (Random House), will include a whole score of delights from cookies, muffins, cupcakes and deep-fried treats taking influence from North America such as snickerdoodles and cookie dough balls. Also featured is an array of arty photography taken of the staff working in the bakery and the goods on offer, showing off how Ms Cupcake’s retro and fifties-styled personality reflects in their work. Mellissa will be a star speaker at this year’s One of the cakes featured in the book Cake and Bake Show at Manchester Central taking place April 5-7. 24
RED
Velvet CUPCAKES
USE LLY REA DON’T G AS IT IS YOU URIN LIQUID NT COLO CH QUID LI E MU ORTA OD IMP ID FO D TOO . MOST E MAD U LIQ ILL AD ATTER GS AR INEAL) B IN H W R IT YOUR LOU (COC VEGAN TO OD CO E120 THER IAN. FO SING IS NEI ETAR U ICH VEG H W NOR
From the earliest days of the Ms. Cupcake market stall I have had requests for red velvet cupcakes, but I always refused to make them. For those not in the know, a red velvet is more or less just a plain cake dyed to red, and I just couldn’t understand what people saw in them. Eventually, I buckled under the pressure, baked my first batch and do you know what? They were pretty great. It’s the ‘not-too-chocolatey-ness’ of the sponge and the ‘tang’ of the cream cheese icing that seems to work. If you like a red cake, use the food colouring; if not, just leave it out. You will find it’s the taste of this cupcake and NOT the appearance that proves its worth.
Wedding cupcakes made at the bakery MAKES 12 LARGE CUPCAKES, 24 FAIRY CAKES OR 48 MINI CUPCAKES 200ml (¾ cup + 1 tbsp) soya milk 20ml (4 tsp) cider vinegar 200g (1¾ cups) self-raising flour
GLUTEN-FREE? Use a gluten-free,
self-raising flour blend with ¼ teaspoon xanthan gum added.
200g (1 cup) caster sugar 20g (1/3 cup) cocoa powder ¼ tsp salt ¼ tsp bicarbonate of soda ¼ tsp baking powder
80ml (1/3 cup) light rapeseed or other flavourless oil 1 tbsp vanilla extract or essence ½–1 tsp red food colouring paste (not liquid)
FOR THE FINISHING TOUCHES 1 x quantity Cream Cheese Buttercream Icing (see page 54) red sweets (optional)
Preheat oven to 180°C/350°F/gas 4 and line your muffin tray with muffin cases. Mix the soya milk and vinegar together. Set aside for 10 minutes. In a large bowl mix the flour, caster sugar, cocoa powder, salt, bicarbonate of soda and baking powder by hand until fully combined. Add the soya milk mixture, the oil, vanilla and the red food colouring paste and, using a metal spoon, quickly mix everything together for about 10 seconds until the ingredients are just combined and the batter is still a little lumpy. Tap the bowl on to the work surface to halt the raising agents from working too quickly – you will see the bubbles pop. Spoon the batter evenly into each of the muffin cases and tap the filled muffin tray on the work surface to pop the bubbles again. Place in the oven and bake for about 15 minutes. Cool in the tray on a wire rack for 10 minutes, then transfer the cupcakes in their cases to the wire rack to cool completely.
Finishinghes Touc
Cupcakes and Muffins
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Images sourced from herefordtimes.com, afoodieworld.com and Random House Group
Julia Thomas of Herefordshire was diagnosed with breast cancer just two months after discovering she was pregnant in 2004. Almost ten years on and she’s defeated the disease, Julia is now vowing to always help out the Haven – the breast cancer support centre that helped her through the treatments – in whatever way she can. “During my treatment I could get nutritional advice, was given reflexology before chemotherapy which really helped, and there was always someone to talk to that you could say anything to.” Julia then made the decision to cut dairy out of her diet which led to the discovery
Pipe loads of zingy Cream Cheese Buttercream Icing on top and decorate with your favourite red sweet. Alternatively keep one of the cupcake bases aside and crumble it over the rest of the iced cupcakes.
TIP: Cupcakes and Muffins
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LISTINGS
FEATURED BAKERY
Wheels to Waitrose
What started off as a hobby soon turned into a serious money-making scheme for Emma Goss-Custard. Rianna Ikin spoke to the founder of Dorset business, Honeybuns about how her bike put her on the road to success
T
Fudge Fancies
Fudge Fancies is an award-winning confectionery business based in Middlesbrough, which opened in 2010. Michael Goodchild, who is the sole owner makes all the products independently from his kitchen at home. The fudge maker set up his business after quitting his 20-year career in plastering to pursue his lifelong dream of catering. He put down his trowel and picked up his mixing spoon, and with plenty of hard work, recipes and tips from his grandma, Michael established himself as an award-winning fudge maker. The business specialises in gourmet fudge but also sells a range of truffles, chocolate bars and fudge cake for special occasions including birthdays, Valentines and Easter. In 2011 Fudge Fancies was commissioned by TV production company, Endemol to supply its presenters and guests with Michael’s variety of confectionery products. “My gourmet fudge is quite unique as there is nothing similar on the market at the moment, which is why I think it is popular with my customers throughout the UK” says Michael. His sweet, creative talent has been recognised by a national award. Fudge Fancies came third in the Local Accelerator competition last year. The scheme is for start-up bakeries and is fronted by Dragons’ Den star Deborah Meaden. He has since secured an investor to increase his business output by taking on five extra staff. Since his success, Michael has been requested to supply 2,000 boxes for a national shop on the high street, and has secured a contract with ITV to feature his products on a new quiz show starring Paddy McGuinness. Michael’s story is an inspiration to independent bakers across the UK and, hard work aside, he puts his success down to one thing. “An online presence has been the key to the success of my business more so than selling at local events. I encourage any entrepreneur to do the same.” Michael’s fudge fancies can be bought from farmers’ markets, local cafes and online at www.fudgefancies.co.uk
INGREDIENT SUPPLIERS PACKAGING Bakery Bits Bakery Bits specialises in artisan baking. Products available include flour, essences, spices, yeast, sugars and candied fruit, everything you need to compete with the best.
ABPAC Packaging A packaging company supplying cake cases and boxes, bags, oven trays and platters.
Call: 01404 565656 www.bakerybits.co.uk
Robertson Packaging Great value food trays, bags, cups and napkins
I worked in a series of sandwich bars and that’s where I got my inspiration. A close friend believed in me, he was my tutor’s husband and was a Croatian refugee,” says Emma. He provided her with a job in the catering industry, and validated what she was going to do with her future.
We don’t have a desire to ramp up the business then to sell it “I could not cope with office politics, I would have stuck out like a sore thumb. It was a necessity to start off my own baking business, the day that I had finished the course, despite my tutor’s best efforts to offer me a part-time teaching job.” The entrepreneur inside her ignored this, and the next day Emma got on her bike and did her cake and sandwich round.
After soon realising that cakes were outselling sandwiches, she worked on the philosophy that if you have the time to bake premium cakes, then you shouldn’t just settle for average products. After three years in business, the company relocated to Naish Farm in Dorset. The team of 26 employees were working on a listed farm with outbuildings, which went on to become the bakery we see today, including owning the Bee Shack cafe (pictured). The company prides itself on the fact that its products are organic and sustainable to suit its surroundings, recognising that superior results are everything. They work with polenta and ground nuts but not everything that they produce is gluten-free. Originally Emma was only using naturally gluten-free ingredients, which meant that they could initially afford to reduce the added sugar level.
Call: 01963 824910 www.abpac.co.uk
Bako Northern and Bako Scotland Wholesalers of a vast range of Call: 01355 244656 ingredients including flour, sugar, www.robertsonpackaging.com butters and flavourings.
DISTRIBUTORS
Call: 01913 780088 www.bakonorthern.co.uk
Alpine Fine Foods Based in Hull, this company is an independent food wholesaler Bako London and South East As well as offering essential baking and distributor of quality produce. ingredients, Bako London also supplies gluten-free products and Call: 01482 833336 www.alpinefinefoods.co.uk drinks to businesses. Call: 02085 431212 www.callbakolondon.com Cake, Cookies & Crafts Everything you need for cake decorating. They offer product from icing to sugarcraft moulds. Call: 01524 389684 www.cakescookiesandcraftsshop. co.uk
EQUIPMENT SUPPLIERS Becketts Suppliers of new and reworked bakery machinery including ovens, mixers and bread dividers.
Emma outside the Bee Shack Cafe – gluten-free products are key to its new cake mix (above right)
he 40-year-old entrepreneur considers the most precious recipes to be those from her loved ones, which have been handed down from her mother and grandmother. Starting out, Emma would supply cakes to local businesses and cafes, all of which were made at her student “digs”. She would then deliver them on an old post office bicycle. Emma never had any formal cooking training, and always felt comfortable in the kitchen knocking up new recipes. After undertaking higher education at King’s College in London and then on to Hartford College Oxford to do her PGCE, Emma didn’t like the idea of getting a corporate job, but wanted to fit in. “I scraped through my teaching course by the skin of my teeth and realised that it wasn’t for me. By this point, I had no idea what to do. I didn’t want to go into academia,
A little look at...
Call 01706 364103 www.becketts.co.uk Brook Food Processing Equipment To purchase the Polin modular electric deck oven or the Tv Synt gas-fuelled steam stube deck oven. Call: 01984 640401 www.brookfood.co.uk Creeds Direct Creeds Direct offers quality preparation, cutting and bakeware equipment, as well as knives and product-finishing tools and big machinery such as food mixers. Call: 01296 658849 www.creedsdirect.co.uk
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Cotswold Fayre Despite its name this company does not limit itself to the Cotswolds. Most of the suppliers they use are small producers that you would not find anywhere else in the country. Call: 08456 121201 www.cotswold-fayre.co.uk DW Holley DW Holley has a vast selection of carefully selected premium foods from hundreds of sources. Situated in Bristol, the company delivers all around the country. Call: 01179 775299 www.dwholley.com
WEBSITE DESIGNERS Webeden For those of you who want to extend your brand, why not trust Webeden to build you a new and exciting website? Call: 08450 261045 www.webeden.co.uk Susnet First impressions are important for any business. Make yours a good one with a stylish website from Susnet. Call: 01268 206230 www.susnet.co.uk www.thebakingsheet.co.uk 27
The Baking Sheet March 2013
INTRODUCING
Cone-crazy: Scottish entrepreneur dazzles James Bishop meets the businessman behind the snack taking Glasgow by storm
M
ention a ‘cone’ in food terms and the first image that’ll probably pop into your head is one of an ice cream cone. A young Scottish entrepreneur is aiming to change this however, with his launch of the first pizza cone in the UK, at Glasgow Caledonian University. Dags Hofrats, 23, says he had wanted to start a business while studying at the university, but it wasn’t until Google gave him a helping hand that the pizza cone was born. “I didn’t have a business idea until I typed into Google ‘crazy business ideas’ and ‘pizza cones’ came up. That was when I decided to bring them to the UK,” he says. After getting a UK-distribution licence and bringing over ingredients from Italy, Dags started his brand and set up a trial period selling them at the university through their caterers Encore. Made up of a dough cone, which can be filled with a number of traditional pizza toppings such as cheese and tomato, the pizza cones are a simple snack, and have proved a hit at the University so far, with over 1,000 sold during the six-week trial earlier this year.
“It’s really easy to make a pizza cone,” he explains. “You just take an empty cone, pour the hot sauce inside, then fill the pizza cone with toppings and place it in a special oven. It only takes about four and half minutes to make a pizza cone, and then about three and a half minutes to cook.” Regular customers are helping to boost profits, with many buying at least one a day. The cones went into full production last month for the university’s 16,000 campus students. With Dags’ story receiving national press attention, it’s no surprise that he has been inundated with offers from other would-be stockers of the pizza cone, but it’s outside of universities that he is looking to expand next. “We have had quite a lot of interest from people who are interested in selling pizza cones from right across the world,” he says. “We have interest from universities in London, but our next milestone is to get into a takeaway.” There are also plans for an expansion of the pizza cone products on offer. At present Dags says they are focused on their ‘lunch’ cones,
priced at £2.70, but he adds that a range of ‘dessert’ cones could be launched next year ‘if everything goes according to plan’. Glasgow-based social enterprise company Entrepreneurial Spark has helped his pizza cone brand to grow by providing support and mentoring services, and he says he will always be grateful for their help. “We get office space and exceptional mentors from them which help our business to grow. We would not have got so far if it wasn’t for them,” he says. As for advice for aspiring bakery business owners, amongst other tips which are featured in Breadcrumbs (p34), Dags recommends not worrying about finance. “You don’t need money to start your business. I know it sounds nuts but that’s true. My suggestions to anyone who wants to start a business - be creative, think positive and do a lot of brainstorming.” Dags adds: “I really suggest reading a book by Og Mandino called ‘The Greatest Salesman In The World’. The truth is everything is in your mind. Don’t block your mind, let it go.”
Emma adds, “We were mimicking what was happening in Northern Italy and other places in the world, instead of using conventional wheat. “The difference with gluten-free oats, is that they are less absorbent than traditional oats, but the taste aspect means that it has a more caramelised finish when it is gluten-free.” Emma believes there are a number of factors that sets Honeybuns apart from their competitors, “It goes quite deep in terms of our business philosophy. We don’t have a desire to ramp up the business, then to sell it. We are unusual in the sense that we want to be ambitious for the customers we are serving.” Honeybuns are proud to supply to retail giants Waitrose and John Lewis. It is not just the business side that they are passionate about; it is about making something in a sustainable way. Emma says, “Customers are our shareholders, they buy the products. What we like to know is if they are delighted when they see us and when they taste the products. That is quite unusual.”
The Honeybuns team are constantly experimenting with their product range, and they love to create new recipes. If Emma had her way and had no commercial strings attached, she would be working at the development stage but she knows she has to balance her passion for baking and the running of the business. However, that doesn’t mean there isn’t room for innovation within the company.
We will never mass-produce, It will always be an artisan thing Honeybuns have introduced a new cake mix which features a corn bread and shortbread mix, imported from Canada. The bakery’s new discovery of the cake mix is promising, because it is fair to say that they are ahead of the game when it comes to gluten-free. From their bakeries, shops and product availability in supermarkets, they show major progress. Honeybuns also have a good social media presence, and their Facebook has proved to be a useful formatting tool, where customers can interact with the team. Emma believes it keeps them up-to-date with the current
trends and offers a lively scope. She adds, “You want tech, but tactile homeliness. From a business point of view, strategically, it is important.” Honeybuns have been recognised on a number of occasions for their baking excellence. Ever since they entered the Great Taste Awards in 2001, they have won several awards for their original cakes and their tasty savoury products. They claimed their most recent trophy in the 2012 Awards for their goats’ cheese and mushroom savoury tart in the Gluten-Free Foods category. Emma is confident that taste is everything and she believes that customer satisfaction means repeat business. “Maybe we shouldn’t be so precious, we should try and be more like our competitors and do what everyone does, but we wouldn’t. Our customers would never trust us. We will never mass-produce. It will always be an artisan thing. We are seen as a quality brand and that is why we get rewards.” She believes that because they are interested in making something the best possible quality, it is key to their success. “It is about customer delight and being comfortable in our own skin, we love the path that we are on and want to sustain that.”
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Images sourced from Honeybuns bakery
Proud: Dags Hofrats (above) with his unique snack that has proved to be a hit with campus students at Glasgow Caledonian University, where he was a student
FEATURED BAKERY
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Taste of B ritain
SPOTLIGHT
Our baking industry has gone down in history, with culinary sensations that date back centuries. Here is a collection of our all-time favourites - including Easter treats
Easter Favourites
David Humphreys investigates the trend of artisan baking and how you can tap in to this ever-growing market with the help of three industry experts
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Pork pie, Leicestershire The popular pork pie was founded in Melton Mowbray, Leicestershire. Those behind this pork sensation have created a high quality taste and succulence that cannot be found elsewhere. The town’s proud creation is sold throughout the country, and the mark of Melton Mowbray is a sign of quality. They even took out EU protection on the name. The process of creating and nurturing the mixture of boiled lard with flour for the hot water pastry is what makes it so unique.
Cornish pasty, Cornwall Dating back as far as the 13th century is the classic pasty, true to its Cornish roots. The familiar D shape of the pastry proved to be handy for miners who carried them underground after re-heating them and throwing the crust away. Filling for hard workers, the cornish pasty quickly took off and by the 20th century was sold all over the UK. With many other pasties sold locally, the original beef, potato, swede and onion filling is still a firm favourite across the country.
Words by Stacey Causer
here is no argument against reactions of the individual ingredients and the importance of bread. Since know how to provide the best environment Chelsea bun, London records began, a simple loaf has for the bread to develop. Television’s Paul A swirl of bread dough packed with dried brought joy to billions, even Jesus Hollywood has become the nation’s champion fruit and dipped in honey glaze. Today managed to knock together a few thousand of artisan baking through his appearances and however, you may find the bun topped loaves when he had a spare minute or two. critiques on the BBC’s Great British Bake Off. with icing and a glacé cherry. The Chelsea Nowadays though, bread is big business. In Patrick Thornberry, proprietor of artisan Bunhouse was open for a century with high your local corner shop, you’re likely to find baking equipment distributors BakeryBits. Simnel cake society customers including Kings George the three major bread brands, Warburtons, co.uk, suggests that the sudden surge in this Previously made by daughters to give to II and III who popped in for the creation on Kingsmill and Hovis, dominating sales despite trend of artisan baking is due to a need for it, their mothers as a gift for Mothering Sunday, their travels on the borders of Chelsea and hard economic times that have seen families as the UK has settled for sub-par baking for Owner of BakeryBits.co.uk Patrick Thornberry the Welsh cake is now enjoyed in the Easter Pimlico. Although the store closed in 1839, buying in bulk, and freezing loaves. Whereas far too long. period, as it has become a part of tradition. you can still visit the Bunhouse in Pimlico for The country is changing for the the last few slices would usually be tossed “The population has put up with This cake is another fruit-filled product with the original recipe which is adored today. better in the way it perceives a Bakewell tart, Derbyshire away, the toaster is slowly resurrecting the predictable and uninspiring breads for lemon flavouring, which has almond paste staple part of its diet not just as The bakewell tart was discovered by accident mouldy crusts. years, many believing that the only choices and marzipan sandwiched between both of Sausage roll, Sussex a filler but as part of a meal to be when a cook at the Derbyshire Inn was These three bread giants now face are white, wholemeal and granary, only to tasted and enjoyed its two layers. 11 or 12 toasted marzipan balls The simple sausage roll is a national treasure competition from the rapid rise of artisan hop over the Channel - or the Atlantic to making a strawberry tart and poured the mix can be added on top of the simnel cake with with its own British take on French puff baking. This niche art has challenged the mass California - to find that there is much more onto a pastry base. Now made with raspberry reference to Jesus’ 12 apostles. pastry, found in supermarkets, convenience In terms of quality, the difference is chalk production juggernaut that has dominated the choice and quality. jam and with puff or shortcrust pastry, The difference in numbers refers to the stores, cafes and bakeries across the country. and cheese. The large manufacturers are local shops’ shelves for years. “The products sold by the major new takes on the classic recipe include the decision to either include or ignore the Since its creation, many different variations competing on price whereas the artisan bakers Artisan baking has often been regarded as manufacturers and those by artisans are hard sponge Bakewell pudding and the famous infamous Judas, who betrayed Jesus and of this staple snack have become available are contending on quality - on the taste, a craft similar to that of a glassblower or the to compar. The dough is made differently, and Mr Kipling’s variety topped off with icing and played a vital part in him being crucified. The including bacon, chorizo and cheese, and smell and appearance. So, they have to do a work of a tradesman. An artisan baker must the ingredients are not the same, often the decision of whether or not to ‘include’ Judas is apple and chutney. a glacé cherry. understand the science behind the chemical way they are baked is different too.” sufficiently good job to tempt the public to 8 www.thebakingsheet.co.uk www.thebakingsheet.co.uk 25
Images sourced from photopin.com
New bread rising
Hot cross bun This popular holiday treat dates back to the 18th century. The bun is made using both raisins and currants, and is traditionally enjoyed on Good Friday, with the iced cross symbolising the crucifixion of Jesus Christ. In later years, Protestants tried to ban the buns across the country, only for Queen Elizabeth I to declare them too popular and go on to allow bakeries to sell them during the Christian celebrations of both Easter and Christmas. Its origination is still unclear, but the people of St Albans in recent years have claimed the spiced bun as their own creation - whether or not this will ever become clear is still up in the air, but they’re certainly a brilliant toasted snack.
Specialities
The Baking Sheet March 2013
FOCUS ON
Images sourced from bakerybits.co.uk/bertinetkitchen
pay a little - or even a lot - more for their loaf to move again into something much larger or cake. That is, comparing the majors’ bread as we have continuously evolved since we with that of an artisan is like comparing a started. There isn’t much of a secret in how decent bottle of wine with wine that comes in to run any business well - just hear what the a box, or cheese made by a small-scale cheese- customer tells you. We are really fortunate maker with one that makes yellow bricks: they in that our customers are very passionate, are very different and each has its market. and many will take the time to ask us to find “Small bakeries are looking to adapt in new or specific products which, if we think it order to differentiate themselves from the is a good idea, we’ll bring in and add to our supermarket and bakery chains in order to range. For example, we are about to make a survive, and the best way to do that is to offer large expansion of our Chicago Metallic range originality and quality. Many new microin response to a number of micro-bakeries bakeries are springing up around the country, making artisan breads and often from the bakers’ own homes where cupcakes asking us to stock a number they have started making bread and cakes for of their products.” themselves and friends, only to find a demand Those interested in artisan baking can that just can’t be met by their domestic ovens, now enrol on the UK’s first advanced and so a new business emerges. I’m not sure diploma qualifications in artisan food that we’ll quite get to the level that France has production. Offering training with classroom where every village typically has two bakeries studies in food science, social, political so that when one is closed there is always and environmental context of today’s food another open, but it does seem likely that the landscape and anthropology, along with a Artisan bread, the new taste experience country is changing for the better in the way potential work placement, The School of it perceives a staple part of its diet - not just “We survive by educating people. If you are Artisan Baking in Nottinghamshire teaches all as a filler but as part of a meal to be tasted aspects of creating artisan food. These skills willing to buy cheap food you will get cheap and enjoyed.” are taught from beginners’ level through to food - look at the horsemeat scandal. If you Patrick has recognised the significance of much more advanced courses for experienced are willing to pay four or five pounds for a baking being beamed in to the nation’s homes practitioners who are still in the loaf, you will get genuine quality. It may be like never before, and praises the work of TV industry today. fashionable to dream of opening a bakery, but bakers in bringing the country closer to the However, it isn’t as simple as just mixing up we’ve found, certainly through our school, art of baking, including one of his very your favourite ingredients. Award-winning that people realise that baking is really hard own customers. work. It’s not something you can learn in five It’s not something you can “Paul Hollywood is certainly a very positive, learn in five minutes. You minutes. You need to be dedicated.” contemporary influence on keen domestic need to be dedicated “Frustratingly, there is no legal definition bakers - the group most likely to start microfor artisan,” remarks Chris Smith of the Real bakeries, especially through the impact that has been achieved by the Great British Bake Bread Campaign. “This leaves shoppers open French chef, baker and owner of the Bertinet Off, but there are others too who have been Kitchen and Cookery School, Richard to any manufacturer or retailer using the influential for a long time, such as Dan Lepard Bertinet stresses that artisan breads and word to charge extra for a loaf. It might look and Richard Bertinet. The great thing is that mass produced loaves cannot be compared rustic, but was it produced using the sort of we all share a common goal, which is to raise in a commercial market. “It is a completely ingredients or methods a genuine artisan the standards and expectations of the general different world entirely. We aim to change the would use, and did it help create the type public - and who would argue with that?” attitude of people who buy our stuff and read and number of skilled jobs per loaf a genuine After starting out as a home baker, Patrick the labels. You cannot compare artisan baking artisan bakery does?” made the decision to make the leap into to that of the five which you can buy from Artisan baking is one market which business and hasn’t looked back since. The key Sainsbury’s for 89p or whatever.” appears to have survived recession. Despite to success isn’t as hard to achieve as you Richard is passionate about his art and some loaves costing three times the price of may think. defends his style of baking, stressing that a supermarket version, it would seem that in “I started the business from home, artisan is about the science of breads, while getting tired of being a management these grim financial times, consumers still dedication, commitment and a love for consultant sorting out renewable energy need a slice of quality from time to time. what you bake. businesses, influenced by Dan Lepard’s The Handmade Loaf and his forum, and after making bread at home for 15 years, I wanted to take a step-up into sourdough and more challenging breads only to find that I couldn’t get much of the kit in the UK. “I found a few suppliers and imported some products for myself, having to buy a minimum order quantity, and sold the excess to find that it was snapped up. So I did it again and again to the point where I found that there was a business opportunity that would be interesting enough for me to pursue. After growing our business, we moved premises a couple of years ago and will shortly be looking Teaching the art of artisan at Bertinet, Nottinghamshire 8 www.thebakingsheet.co.uk www.thebakingsheet.co.uk 9
Chia
- the NEW healthy seeded bread sensation
E-COMMERCE Finally, LinkedIn is a social network based solely around profession. It may traditionally be a tool for jobseekers, but it can be a great way to create relationships with businesses such as wholesalers, and other professional bakers. Alongside your profile, you can also join ‘LinkedIn groups’ - small communities of people who share a particular interest. By joining an industry-related group you can not only
improve your business relations, but you can also get the latest news and updates for that particular interest. Social media is expanding now more than ever, and with a variety of networks to choose from it is important to pick a couple which you think can be the best marketing tools for your business. In the end, an effective social media marketing campaign can separate you from a mediocre to a professional business in the eyes of the customers.
Sign up to LinkedIn to make contacts
Bakingsheetmag British Bakels has launched Chia Bread Concentrate – a delicious, slightly sweet bread which contains 5% Chia Seed, oat meal, barley flakes, sour dough, sugar and linseed
Place your order with you local Bakels Wholesaler and call 01869 356400 for your FREE point of sale material
✓ Tastes superb - especially with cheese, cold meats and other sandwich fillings. Perfect for children’s lunchboxes ✓ High in Omega 3 and which contains nine essential amino acids ✓ 2:1 ratio flour to concentrate offers excellent cost-in-use ✓ Exciting Point of Sale support ✓ Excellent margins ✓ Guaranteed to drive sales and profits
Follow us using our social media name above to gain access to exclusive gossip, tell-all tweets and to contact us!
Chia – the superseed! ✓ Contains all nine essential amino acids ✓ Very high levels of Essential Fatty Acids help cardiovascular health ✓ Unique blend of essential omega fats, fibre, complex carbohydrates, and protein, with a generous dose of antioxidants, provides more energy release
✓ Also provides sustained release of energy to the body which keeps you fuller for longer
✓ High oils and fibre content ✓ A superfood because it is a complete source of macronutrients
Telephone: 01869 356400 Web: www.britishbakels.co.uk Email: bakels@bakels.com
‘Like’ The Baking Sheet on Facebook
Need some inspiration? The Baking Sheet uses a number of social networking tools. We favour Facebook, Twitter and Pinterest. For Facebook, we upload links to our news as soon as we publish them on the website. This gives our ‘likers’ the latest up-to-date information, and they can also comment, share or like it too. We also tweet daily any gossip we hear, and our Pinterest is a scrapbook of bakery-inspired images.
For more information visit our website and helpful hints, make sure you visit our website www.thebakingsheet.co.uk for daily updates 22 www.thebakingsheet.co.uk
The No 1 for Speciality Breads
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Words by Sarah Watson
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The Baking Sheet March 2013
E-COMMERCE
Expand your business through social media So you’ve set up your bakery business and you’re kneading the dough, but have you thought about your bakery’s online presence?
Most people have a Facebook account and if you don’t have one, where have you been hiding? Whilst it may seem more of a ‘personal profile’ to let your friends know what you’re up to, you can create a page for your business and use it as a marketing tool to promote your bakery. A page is easy to set up and once you’ve created it, you can use it to promote and publish any updates or special offers, which might be of interest to your customers. By constantly updating your page, you can soon turn Facebook ‘likers’ into real-life customers. Facebook pages also allow you to check out the competition, if they have more ‘likes’ don’t be disheartened, either use this as motivation or contact them for tips on how you can improve and compete with the best.
Think Twitter is for those who are 140 characters-savvy? Then fear not as with our help you can take advantage of this platform and connect to other businesses, traders, wholesalers and even customers. Twitter can help you stay up-to-date with what’s happening in the business world, just from a simple click of the ‘follow’ button. Like Facebook, you can interact with customers
through ‘tweeting’ – this can not only help you connect with them in a friendly way, but it might also lead you to find potentially find new ones, or sources to help your business. It’s easy to sign up, and once you have, try using the hash tags #masterbakers and #bakeries to connect with like-minded people. You’ll be a Twitter expert in no time! And make sure you follow us on @BakingSheetMag for all the latest industry news, gossip and tips.
I’ll take my cake cruelty-free Megan Habberfield has chosen the 10 best sources of vegan baking in the UK, offering decadent desserts and baked goods from the country’s expert bakers P.S... It’s Vegan peanut butter cheesecake
Deerly Beloved Bakery Norwich Cruelty-free vegan treats are Kayleigh Read’s speciality. With no hydrogenated fats or processed sugars, you can enjoy your favourite cakes, pastries and biscuits guilt-free. Deerly Beloved creations are available from St Benedicts Street in Norwich and online.
Smashing Tarts Glasgow Vegan cakes made to order, catering to south Glasgow. In their animal-product-free kitchen, cakes, tarts and cookies are available with both gluten and wheat-free dietary requirements. This isn’t one purely for the Scots - these vegan specialities can also be shipped to the rest of the UK.
Hannah Banana Bakery Southampton Hannah established her bakery business in 2011, using her nine years of cake baking experience to offer vegan and gluten-free cakes to residents on the South Coast of England. Hannah sources local free trade and organic ingredients to create her delicious cupcakes which can be delivered to your door or collected from her bakery.
Ruby Tuesdays of London Greenwich Market Using her passion for puddings, Ruby uses only the finest ingredients to make beautiful baked goods for people who are sick of the ‘trusty vegan flapjack option’. Her artisan vegan bakery uses all natural ingredients (including one secret addition), and products can be delivered to your home or collected from Greenwich Market on weekends.
Cottage Cupcake Co. Manchester For the North-West vegans out there, Jenny bakes a variety of goodies with no animal-derived ingredients. Based out of her own kitchen in Didsbury, which is registered as a food premises with Manchester City Council, Jenny’s vegan cupcakes, cookies and gateaux can either be delivered to you, or collected directly depending on your order. Cookies and Scream London Vegan, gluten-free and health conscious is how the team at Cookies and Scream describe themselves. They started out baking vegan treats for their friends in the music industry before opening their Cookie Bar in Camden Market, so now anyone and everyone can sample one of their specialities - like their award winning Gosh! Brownies which even non-vegans love.
Operation Icing Brighton For the residents of Brighton, Jojo is the owner and chief baker at Operation Icing, creating a gorgeous array of cruelty-free baked goods. She offers local collection and delivery services, and 100% of the profit she makes donated to animal charities. P.S... It’s Vegan Colchester Baker Jennifer Dunn was frustrated with a lack of baked goods for vegan people throughout the UK. Rather than just going without, she decided to bake cupcakes, cheesecakes and cookies that are free from animal products, but are still full of flavour. Ms Cupcake London Priding herself on making ‘the naughtiest vegan cakes in town’, Ms Cupcake combines North American baking with a traditional British twist. All orders are baked in-store, in front of the customer, with 100 seasonal varieties of cupcakes available. She has also published her first recipe book which is coming out in May.
Images sourced from rubytuesdaysoflondon.com and psitsvegan.co.uk
W
hilst many of you may think that social media is more for #theyoungergeneration, a simple ‘like’ on your business page on Facebook, or a ‘thank you’ tweet from a satisfied customer can either make you or break you in the marketing world. Don’t know your Twitter from your LinkedIn? Well The Baking Sheet has created a social media guide to advise you how getting the most out of social media can benefit your business!
TEN BEST
Rebecca’s Cakes Hertfordshire Describing herself as ‘the vegan cake girl’, Rebecca is all about creating cakes for those with restricted diets. Using her catering background and baking knowledge, she offers vegan treats For more information and for all events and occasions. exclusive content on these ly dai ate Even if you just fancy one of her d that we upd Stay social: Our Twitter fee vegan bakeries and their Bailey’s cupcakes, you can collect it from the company in Cheshunt, animal-loving owners, make sure you check out our or have it delivered straight to your door. website for daily updates Ruby Tuesdays of London’s selection of artisan cupcakes 22 www.thebakingsheet.co.uk www.thebakingsheet.co.uk 11
YOUR INTERIOR
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nown for featuring on ITV’s Britain’s Best Bakery and winning the National Cupcake Championship in 2010 and 2011, the Sunshine Bakery is a beautiful success story. Situated in the trendy Chapel Allerton area of Leeds, this cosy French bakery boutique serves caricature cupcakes, champagne truffles and flavoured bread. Walking into the Sunshine Bakery for the first time, you immediately notice the gorgeous Damask printed wallpaper, decorated with antique, mismatched picture frames. Every surface is plastered in gleaming black and white photographs, and cups and saucers are stacked over draping French doilies on cabinets surrounding the seating area. At first glance it’s a lot to take in, but for a French deco look, every detail counts. David Bennett, the former chef for Marco Pierre White, and current owner of the Sunshine Bakery, said he has always been a fan of French patisseries. David explains that their art-deco style coupled with his love of old things is the interior template for his bakery. He believes his shop attracts customers because of the warmth of the colours and the interesting paintings he has on display. David was happy to admit, “We have had quite a few TV presenters, soap stars, singers and designers pay a visit.” When asked if he had spent a lot of money on the interior, he laughed and said that although some of it was quite expensive, such as the 17th century French Chateaux
51% 37%
Freshness
Type of bread
Price
Best Before
Sliced or unsliced
What the public look for when choosing bread The infographic on the left displays the percentages of the public who took the five listed factors (opposite) into account when deciding what bread to buy over a period of four years, from 2007-11. Freshness was the factor which was taken into consideration the most, with the majority of the survey saying it was important. Nearly three quarters said they thought about the type of bread when buying it. 67% of people said that price influenced their decision on bread purchases, this further suggests that the recession is affecting consumer buying habits. Just over half thought the best before date of the bread was an important factor, tieing in with the figures in the diagram below about freezing bread to make it last a longer length of time. Sliced or unsliced bread was the least important of the five factors according to the survey, with just over a third saying they were bothered about how it came.
Nearly three quarters said they thought about the type of bread when buying it Attitudes towards bread October 2011
The Sunshine Bakery’s garden area
12 20 www.thebakingsheet.co.uk www.thebakingsheet.co.uk
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Words by Rebecca Milburn and James Bishop
Images sourced from David Wright from The Cake Shop Bakery
Words by Bethany Fisher
A modern-day patisserie, which boasts floor-to-celing paintings and chateaux ornaments should cost a fortune, but the Sunshine Bakery in Leeds shows us how you can achieve this look from as little as 20p
67%
Graphics sourced from Mintel
French Fancy
74%
Percent of consumers who take these factors into account when choosing bread 2007-11
84%
FINANCE
FINANCE
Bakery market trends Choice factors when buying cake and cake bars
More than 300 establishments have opened over the past two years
Brand I trust
29% Freshness
A
ccording to the latest market research from Companies and Markets, the UK bakery industry has seen an annual growth rate of 2% over the last seven years. Research showed that the ever-growing demand for ready-to-eat food, health concerns and lifestyle trends has led to this increase. Despite the British market dealing with a poor wheat harvest caused by wet weather, as well as the increase of grain prices in the aftermath of the US drought, the industry is continuing to grow with sales reaching a value of approximately £11 billion at the end of 2012. The UK reached a total of 2,185 active local bakery businesses during the last year, showing a 7% rise in six years, contributing to 91% of all enterprises in 2012. “More than 300 establishments have opened over the past two years, driven by the resilience of sales of products such as sausage rolls, pies and cakes. Furthermore, both manufacturers and retailers have responded to consumer preferences for healthier varieties of bread and low-fat offerings, such as through the removal of saturated fats from savoury baked goods,” the report claims. However, not all of the industry’s companies are feeling the growth. January saw bread giant Hovis announce a bid to downsize after the loss of a £75 million contract with The Co-operative Group. This will create 900 redundancies and see two shops close in West London and in Birmingham. Take advantage of this 2% growth and help your business get a slice of the action, by honing in on a specific area within the baked goods industry to help build a brand within that particular area. For example, you could focus on providing your customers with fresh bread out of the oven, something you would struggle to get in a large supermarket. Research from Mintel earlier this year suggests that 84% prefer to buy freshly baked bread, instead of what you would find packed in the supermarket. Research the industry and see what your business could focus on to stay ahead of the trends.
40% Special Offers
49% Cake/Flavour
51% Handmade bunting and vintage photographs create a personal edge
Price
63% The infographic above demonstrates the attitudes consumers have when purchasing cakes and cake bars. According to the 1,500 internet users aged 16+ who were quizzed for the research, the price was the most important factor, with the type of cake and flavour coming second. Many indicated they would often buy their favourite flavour. Two in five of those asked also said they considered freshness to be essential when buying cakes and cake bars. The survey (opposite page, bottom) shows the attitudes towards bread of 1,487 internet users who had eaten it in the 12 months before they were surveyed. 64% agreed that bread baked in in-store bakeries tasted better than wrapped bread, often bought from supermarkets. Only 8% disagreed with this. Over half also said they would eat healthier or low-fat bread more often if it was less expensive. The demands on the finances of customers during tough economic times was displayed in the next question, with just under half saying they had started to freeze bread more often to make it last longer. 35% said they had not started to do this. Opinion was fairly split on whether those quizzed would buy more bread if they were told it was ‘good for them’. 39% said they would, while 38% said they neither agreed or disagreed. 23% said they would not buy any more even if they were told it was healthy. The figures were similar for the final question, with 39% saying they would pay more for bread if they knew it was recently baked, while 26% said they would not.
wallpaper and a Victorian washstand, most of it was from car boot sales and second hand shops. “My favourite vase cost me 20p from a car boot sale!” David chuckled. It’s important for your bakery to match the style of your products, so that the theme runs throughout your brand. The cakes on sale at the Sunshine Bakery are designed to look like cartoon caricature bejeweled rings, and so match its crazy, art-deco theme. He describes his style as French and spiritual, and it’s definitely noticeable. Romantic garden chairs are scattered around tables in an abundance of colours. While sitting down on one of the chairs, he admitted that it is not important to spend a lot of money when styling your bakery. His chairs only cost him £2.50 each, and the tables were £5 a piece. He told me that once a lady had said that his collection must have cost him a fortune. “I replied, no, about 70 quid!” David laughed. Walking around the bakery you notice that it has a very personal edge that is individual to the business. David said, “Don’t let interior design companies anywhere near your shop! Keep it as personal as possible and design it around the things you love.” So, if you want to recreate this quirky European look in your bakery, or come up with something just as creative and unique, resist calling out an expensive stylist and taking out a loan for a shopping spree. Have fun rummaging round some antique shops and vintage fairs. You never know, you might find something fantastic that is cheaper then a cupcake.
The 20p vase found at a car boot sale
For more interior and styling tips, head to our website www.thebakingsheet.co.uk for daily updates and exclusive content
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The Baking Sheet March 2013
FEATURED
Not just a baker, a dragon-tamer
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BBC’s hit television show Dragons’ Den, for their Christmas Special. “I heard that they were in the process of looking for a business with a Christmas story. I felt as though I ticked this box due to the success of our Christmas dinner cake the previous year. I needed capital investment and national exposure in which to grow my business and felt as though Dragons’ Den could give me all that and more,” recalls Allison. She served up a treat in the form of a ‘Christmas dinner’ cake, with all the ‘trimmings’ – including carrots, parsnips, cranberries, chestnuts and Brussel sprouts. Allison’s pitch and cake were so good, that her appearance in the Den resulted in two Dragons fighting for her hand in business, and ultimately a 25% stake. The battle finally resulted in a £50,000 investment from hardnosed queen Deborah Meaden, who has famously admitted to not having cooked a meal for herself in 28 years. There is no doubt that ProperMaid’s business model and their original handmade cakes with a twist, designed to delight your taste buds, have dramatically helped expand the business. But what is in store for the future? That’s something that Allison has got planned out in extreme detail, and she cannot wait to continue working on her exciting franchise with the help of her new friend and business partner.
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rom an award-winning Dandelion and Burdock cake to Yorkshire Brack loaves, ProperMaid’s ‘tastes with a twist’ have utilised a gap in the bakery market whilst winning a desirable investment from Dragons’ Den star, Deborah Meaden. Based in Huddersfield, ProperMaid was founded in 2008 by Allison Whitmarsh, and started as a theoretical business concept at university, to later be transformed into an award-winning bakery business supplying to caterers, cafes, delicatessens and retailers. Having always been interested in new flavours, trends and concepts within the baking industry, former dinner lady Allison was quick to identify a gap in the market, which she decided to try and fill. With the help of a local scheme the ‘Business Mine’ initiative, she and her creative team used unusual home baked cakes and loaves to introduce their brand name and image. Their ABC loaf of apples, bananas and carrots topped with an attractive sugarcoated fennel quickly became a popular option amongst her customers. Their other innovative cake flavours vary from Courgette and Lime, Beetroot and Chocolate and Dandelion and Burdock, which won a Gold Star at the Great Taste Awards in 2012. However, Allison’s keen eye for business opportunities did not stop there. The Yorkshire entrepreneur went on to enter the
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She promises products different to any seen before and has managed to impress the BBC’s Deborah Meaden, so how is life after Dragons’ Den for the lady from Yorkshire who seems to have everything going for her?
Owner and founder of Propermaid Allison Whitmarsh
It’s important to offer something different to the mass and be more flexible and reactive to new trends and fads The design which wowed Dragons’ Den 14 www.thebakingsheet.co.uk
The Baking Sheet March 2013 The Baking Sheet March 2013
The Baking Sheet March 2013
FEATURED
EQUIPMENT
It’s oven fresh: the new Polin range
Images sourced from www.propermaid.co.uk
Need to spruce up your bakery? Brook Food Processing Equipment shares one of their biggest sellers with us, and we take a look at whether or not the product gets the job done - read our verdict below
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Specialist features
Dragons’ Den panellist and ProperMaid investor Deborah Meaden (left) with Allison (right) and her famous Victoria Sponge
She says, “We’re looking at new markets such as the gift and the food-to-go market, and we are hopefully linking up with national distributors who hold the same brand values as us.”
As a business person who quickly got her foot in the door of the baking industry, Allison shares her experience and expertise on the challenge independent bakeries face from fierce competitors, such as Greggs, to stand out. “You must focus on getting one product right before moving onto the next and you must be clear about what you want to achieve. It’s important to offer something different to the mass and be more flexible and reactive to new trends and fads.” As well as creating delicious and different baked goods, ProperMaid also prides itself on its passion for ‘proper’ ingredients. Allison tries to source products, utilise real artisan production methods and above all, create imaginative cake flavours. These enticing stand-out offers have helped the business boast a rapidly growing customer base, and the bakery is determined to maintain their handmade methods and stay true to the service values that have made them successful. They believe that they will
continue to do so as the business grows. Deborah Meaden spoke to us: “This is the next stage in the massive revival of great British baking and Allison is a tremendous example of how entrepreneurs with great ideas, excellent products, a sound business model and the passion and drive to succeed can quickly make a difference in business, as well as in their local communities.” For more information visit www.propermaid.co.uk or head to Heritage Mills, Lindley, Huddersfield, HD3 3HR.
- A choice of deck surfaces are available from sheet metal to a stone “This is the next stage sole, ideal for oven bottom bread. in the massive - The height of doors can be suited to the product your business revival of great specifies in, they range from high (30cm) or low (17cm). - Integrated provers. British baking and Allison is a - Extraction hoods to suit your site and production requirements tremendous example - The oven is available with or without mist steam that operates A ProperMaid Easter design independently on each deck. - Can be installed in difficult premises and fit through standard domestic sized doors. Polin modular deck oven, from £15,000 14 www.thebakingsheet.co.uk www.thebakingsheet.co.uk 15 18 www.thebakingsheet.co.uk
Words by Becky Milburn and Sarah Watson
hether you’re just starting-up, already established or looking to expand your business, getting the right oven can often often prove tricky but in fact it’s the key ingredient for baking success. A recent survey by Mintel revealed that 28% of people aged 25-35 would be most likely to replace their baking oven in the next 12 months, ahead of any other equipment. So The Baking Sheet reviewed the new Polin Modular electric deck oven range. With 80 years of experience, this line might be the ideal choice to get your dough rising. The Polin Modular deck ovens are made with careful construction and have built-in sections, deck by deck, that take a traditional 18x30cm or continental 40x60cm tray. You can invest in this oven which expands its space as your business grows. Extra decks can be added as per your requirements. The easy to use digital controls offer independent top and bottom heat options, as well as an energy saving alternative that provides flexible programming for a range of baked goods to be prepared to perfection. With a choice of storage stands and prover bases, the Polin range accommodates further functions within the same facility, making the product more versatile, whilst saving floor space. The electric oven is built with increased elements that allow for a more even distribution of heat across the surface, and the upper section of the deck. Like any investment, appliances must be visually appealing. This oven features unique styling with glass doors allowing easy viewing of your creations, that would be ideal for front of house set ups. The clever design ensures the doors save space when opening, and prevent injury. Likewise, the handles remain outside the deck so when the door opens, it prevents the product from overheating. Prices start at around £15,000 for a 15-tray oven which includes steam system. For more product reviews visit our website for daily updates
The Baking Sheet March 2013
MASTERCLASS
The ultimate guide to baking hygiene
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Keeping your staff within the law is vital
Are there any other legal requirements as part of the regulations? Yes, you also need a Food Safety Management system in place. It requires those with businesses involving food to document factors that could potentially make their products a risk to customers. You must keep a log of measures taken to prevent these risks, and also note when checks were made to ensure that they are regular. Will my business be visited by anyone? The Food Standards Agency can drop in to visit at any time, so make sure your premises are always kept clean. As part of registering your business with the council, an environmental health officer will also pay you a visit to inspect all aspects of your bakery’s food safety and hygiene.
Do I need any hygiene training or certificates? You and all of your employees who are involved in food preparation in any way, will need to have a Food Hygiene Certificate to ensure that you can work with food safely. Any of the visitors mentioned above will require proof you have all passed one of the accepted certificates (check with your local council which ones they accept). Getting one generally involves passing a test, most of which can be found online. In some areas, your premises will also need to be inspected if your local council participates in the ‘scores on the doors’ scheme. These certificates are usually found in many food businesses and takeaways, displaying a rating out of five for the premises’ hygiene and safety. As always, it is best to check with your local authority to see if being involved with the scheme is a legal requirement. Will the council or any other agencies give me help getting started? The Food Standards Agency has an information pack called ‘Safer Food, Better Business’ available for small companies. The pack contains tips and advice on the best hygiene practices, as well as a checklist and a diary for making sure you have fulfilled any requirements, and documenting when and how you did them.
Is there anything else I need to know? Make sure you know what you can and can’t do hygiene-wise before starting your business. Study and research online for guides (The Food Standards Agency website has plenty) for more advice on cleaning, storing foods and much more. The last thing you want, as a new or existing business, is to have give up much needed funds if the council fines you, or even worse be shut down. It’s also vital for your customers’ health that you comply with regulations and laws. See our box on allergies below for more on this area. For more hygiene tips and legal advice to get the best out of your bakery, make sure you visit us at www.thebakingsheet.co.uk for daily updates
Essential information When running a bakery, it is important to take great care when cooking and using ingredients that could be a risk to some customers. It is likely when baking things like cakes you will be using some kind of ingredient that a customer may be allergic to. If your products come pre-packaged, food labelling rules in European Directives 2003/89/ EC and 2006/142/ EC mean you must ensure the full ingredients used in the product can be seen clearly.
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You must also highlight 14 food allergens on your packaging, should you have used any of them in your ingredients. These rules do not apply to unpackaged items, but it is still advisable to try and include any potential risks to customers where possible, to avoid any potential legal situations. You should train your staff to know the ingredients of each product, to ensure that they can provide a good quality of customer service to anyone with a food allergy.
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Words by James Bishop
I’ve just started, or I am thinking about setting up a bakery business, what are the first bits of food hygiene information I need to know? Firstly, you’ll need to register the business with your local council. The last food hygiene regulations to be brought in in the UK were seven years ago, with The Food Hygiene Regulations. The new legislation was introduced partly to put a greater emphasis on the management of food safety risks.
What happens if I don’t keep my bakery clean enough? There can be severe repercussions should you not keep your bakery clean enough. Councils have the ability to prosecute and take you to court if it is found that your premises breaches hygiene laws. You will often be given a request to improve standards should your bakery fail an inspection by a council official. But should you fail again, there can be punishments ranging from a fine, to your bakery being closed, as was the case with Meads Bakery in Luton in January.
Images sourced from flickr.com
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Whether you’re an established baker or just starting up, there’s always something to learn or remember about the world of food safety