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The Yorkshire Soil to Sandwich Story Fosters Bakery Barnsley, South Yorkshire Fosters Bakery Humble bakers of bread Sales £10m 50 years old family bakery (2009) Food Service & Retail + manufacturers 230 people Wellfoods Limited Fosters Bakery Our Vision

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The Yorkshire Soil to Sandwich Story

Fosters Bakery

Barnsley, South Yorkshire


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Fosters Bakery

  • Humble bakers of bread

  • Sales £10m

  • 50 years old family bakery (2009)

  • Food Service & Retail + manufacturers

  • 230 people

  • Wellfoods Limited


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Fosters Bakery

  • Our Vision

    • We want to be your favourite baker.

  • Our Mission

    • To enhance our reputation and that of our customers in developing food service and retail markets.

  • Our Values

    • Open-mindedness, Integrity, Loyalty (mnemonic = OIL)


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The Yorkshire Soil to Sandwich Story

  • Preface – an epic story

  • Concerns (2005-6)

    • Unsustainable rural economy, Biofuel, Climate change, Cost of transport.

  • Greater Understanding

    • Business Link South Yorkshire (Food Farming & Tourism Team)

    • The OK Coral (2006-ish)


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The Yorkshire Soil to Sandwich Story

  • Chapter 1 – The Gunfight at the OK Coral

    • State of farming

      • Unsustainable, Biofuel, Climate Change, Transport

      • Uncertainty for farmers

    • Our importance – 38 farms

    • Innovation was needed

      • Skills, Innovation, Marketing

      • Discussion about single estate flours

      • Properties of different strains of wheat

      • Local wheat might be able to make bread


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The Yorkshire Soil to Sandwich Story

  • Chapter 2 – “4 weddings and a funeral”

  • Contracting for 5 years for 5000 tonnes pa

  • Fantasy farming league

    • Sponsor, bakery visit, offer of tractor ride

  • Rural business growth grant

  • ADM flour milling

  • Local family flour miller not interested.


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    The Yorkshire Soil to Sandwich Story

    • Chapter 3 – The Odd Couple

    • The tractor ride

    • That photograph

      • 11th October 2007

  • Business Link publication, Yorkshire Post, Farming press et al.


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    The Yorkshire Soil to Sandwich Story

    • Chapter 4 – The Good, the bad and the ugly

    • Innovation

      • Making bread with just local wheat

    • Marketing

      • Buckingham Foods & Boots

      • The Yorkshire sandwich range born

    • Chaos

      • Weather, Wheat price, Biofuel,


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    The Yorkshire Soil to Sandwich Story

    • Chapter 5 – Around the world in 80 days

    • The Yorkshire Soil to Sandwich Tour

      • Farm

      • Mill

      • Bakery

      • Kitchen

      • Store


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    The Yorkshire Soil to Sandwich Story

    • Chapter 5 – Around the world in 80 days

    • The Yorkshire Soil to Sandwich Tour

      • Farm

      • Mill

      • Bakery

      • Kitchen

      • Store


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    The Yorkshire Soil to Sandwich Story

    • Chapter 5 – Around the world in 80 days

    • The Yorkshire Soil to Sandwich Tour

      • Farm

      • Mill

      • Bakery

      • Kitchen

      • Store


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    The Yorkshire Soil to Sandwich Story

    • Chapter 6 – The sweet smell of success

    • Boots “Collection” Range (January 2008)

      • 4 sandwiches

      • John Foster on pack

      • Launched Nationally

      • Volumes 168% of expectation

      • £6,000 extra sales per week (13 weeks)

      • Pavilion day (28th January 2008)


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    The Yorkshire Soil to Sandwich Story

    • Chapter 6 – The sweet smell of success

    • Boots “Collection” Range (January 2008)

      • 4 sandwiches

      • John Foster on pack

      • Launched Nationally

      • Volumes 168% of expectation

      • £6,000 extra sales per week (13 weeks)

      • Pavilion day (28th January 2008)


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    The Yorkshire Soil to Sandwich Story

    • Chapter 7 – Around the world in 80 days 2

    • Visit the region AGAIN (January 2008)

      • Other Yorkshire produce

    • Radio & TV coverage

      • Bread tasting on BBC radio Sheffield


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    The Yorkshire Soil to Sandwich Story

    • The Sequel

    • Yorkshire range outperformed all other similar themed sandwich ranges

    • Back January 2009

    • Other local ranges happening


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    Cast

    Farmers: Richard Spencer ,Micklebring, Rotherham, South Yorkshire; Tom Morrell, Brodsworth, Doncaster, South Yorkshire; George Moate, Clayton, Barnsley, South Yorkshire; Patrick Thornton

    Millers: Steve Haynes, Paul Stokes; ADM Milling Castleford, West Yorkshire - Kenny & Dave; ADM Milling Knottingley, West Yorkshire – Richard

    Bakers: Fosters Bakery Barnsley, South Yorkshire - John Foster, Elaine Foster, Tom Allott, Michael Taylor, Ian Taylor

    Grain Merchants - Humber Grain

    Wheat researchers - HGC Marr Doncaster, South Yorkshire

    Fantasy Farming League - Courtesy of Business Link South Yorkshire

    Sandwich Factory Buckingham Foods, Milton Keynes; Kerry Cheshire, Emily Sharp, Rachel, Nigel Tiplady, Hannah Mckay

    Retailer: Boots the Chemist – Nina, Emily, Sabine

    Advisers: Business Link South Yorkshire; Ken Morgan, Steve Cann, Pat Thornton, Richard Fong

    Thanks to The Regional Food Group, Weetons of Harrogate, Lewis & Cooper, Northallerton, The Bay Tree York,

    Blacker Hall farm shop Wakefield, DEFRA, BBC Radio Sheffield

    In memory of Business Link South Yorkshire

    Producer: John Foster


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    The Yorkshire Soil to Sandwich Story

    Fosters Bakery

    Barnsley, South Yorkshire


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