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The Yorkshire Soil to Sandwich Story

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  1. The Yorkshire Soil to Sandwich Story Fosters Bakery Barnsley, South Yorkshire

  2. Fosters Bakery • Humble bakers of bread • Sales £10m • 50 years old family bakery (2009) • Food Service & Retail + manufacturers • 230 people • Wellfoods Limited

  3. 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)

  4. 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)

  5. 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

  6. 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.

  7. 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.

  8. 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,

  9. 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

  10. 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

  11. 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

  12. 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)

  13. 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)

  14. 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

  15. The Yorkshire Soil to Sandwich Story • The Sequel • Yorkshire range outperformed all other similar themed sandwich ranges • Back January 2009 • Other local ranges happening

  16. 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

  17. The Yorkshire Soil to Sandwich Story Fosters Bakery Barnsley, South Yorkshire