The Yorkshire Soil to Sandwich Story

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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)

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)

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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

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The Yorkshire Soil to Sandwich Story

• Fosters Bakery
• Barnsley, South Yorkshire