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Plum role in London for Lincolnshire bakery

A bakery from Lincolnshire has seen its delicious Plum Bread reach the shelves of John Lewis’ Food Hall, with a little help from Select Lincolnshire.

Representatives from Welbourne’s Bakers in Navenby visited the Restaurant Show in London last October. Former owner Pete Welbourne was at the Select Lincolnshire stand, when he was approached by a product manager for John Lewis Food Hall.

After that meeting Welbourne’s consultant Bill Shaw went back to London to meet with representatives of John Lewis.  After many conversations and tastings and, a deal was struck to secure the sale of Welbourne’s Plum Bread at John Lewis Food Hall in Oxford Street.

Jill McCarthy from Select Lincolnshire said:

“We are delighted that by attending the Restaurant Show Welbourne's are now supplying John Lewis. This demonstrates how the Select Lincolnshire brand can assist Lincolnshire businesses to find new markets'

Bill Shaw from Welbourne’s Bakers said:

“We are proud to supply our award-winning Plum Bread to many farm shops, butchers and other businesses within our county and surrounding areas, and the opportunity to supply the John Lewis store means that we are presenting our product to a whole new audience. 

“I am sure that they will love it just as much as we do in Lincolnshire.”

Welbourne’s Bakery has been making their traditional Plum Bread to the same recipe since 1896. It will now be stocked at the Oxford Street outlet of John Lewis’ Food Hall, and it is hoped that when further stores open, the bread will also find its way onto the shelves.

Article Published: 01/06/2009

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