BRITISH SOCIETY OF BAKING CONFERENCE

7—8 OCTOBER 2014, ARDENCOTEMANOR HOTEL, CLAVERDON, WARWICK

Presentation by Dean Arbel, Managing Director

Where we sit in the Market; -Artisan and Craft baking only equate for 5% of the overall bakery industry in the UK; currently only £200million of the £4 billion pounds in this sector. -We estimate the London artisanal market to be 3% of the overall figure.

Craft Bakers, £200m

In Store Bak-eries; 584

Bread Rolls -

non arti-

sanal; 321

Spe-ciality Bread - non arti-

sanal; 450Sweet Baked Goods - non

artisanal; 535

Prepacked Bread - non artisanal; 1869

Source; Mintel reports

We are the largest artisan bakery in the UK, serving hand made products to the most discerning chefs, national groups and

independent customers every day of the year.

Our customers come first – everything we do should add value to them

We listened to our customers:1. Our Internal Customers

I. LeadershipII. Learning and developmentIII. Happy People cultureIV. Empowering people to make a differenceV. Strong teams with mutual goals and targets

2. Our External Customersi. Artisan but professional – meeting their

immediate needsii. Artisan but professional – going the extra

mile

1. Excellent internal customer service

Challenged who we were and focussed internally- invested in our people

I. LeadershipII. Learning and developmentIII. Happy People cultureIV. Empowering people to make a differenceV. Strong teams with mutual goals and targets

2. Excellent external customer service – artisanal but professional

- Full product range from one place- Bespoke Products- Artisan Quality product while overcoming operational

challenges

- Delivery in full and on time, 365 days a year– Efficient packing systems– Daily on time, in full reports for key

customers

- Food Safety

- Customer Care, 7 days a week

- Quality – 15% customers top end

2i. Excellent xternal customer service – the immediate needs cont..

- Restructured the Customer Facing Teams- Sales / Account Management / Customer Care

- Customer Visits, Relationships, Charity support, Understanding our Customers, Celebrating special occasions

- Product Development with the customer- Open door policy – welcome to our bakery!

- Listening, analysing and acting on complaints

2ii. Artisanal but Professional – going the extra mile

The Results- Seeing growth of over 20% every year

for the last 4 years. - Prestigious customers remain at our target

of 15% of all of our customers- Improved sales and relationships with large

customers such as Waitrose (three new projects), Restaurant Associates, Firmdale Group (new bread range for all hotels) and The Fat Duck Group. Winning new customers every month including contracts with large national retailers.

- Well spread customer base in all segments to reduce risk.

Thank you