In this series, British Baker talks to people from across the baking industry to find out about their career path, what their job involves, and the latest trends that are shaping their work.
We’re looking to showcase a diverse range of talent and job types across the industry, so if you’d like to be involved, please email dan.riley@wrbm.com.
Name: Jennifer Rinkoff
Age: 43
Job title: Head of NPD and marketing
Company and location: Rinkoff Bakery, East London
Education: Media & Popular Culture degree, Leeds Met University
Tell us about your career to date:
I’ve had a passion for baking since working at my family’s bakery shop on Sundays when I was 12.
After graduating from university in 2006, I started working in advertising and went into TV for a bit. Then my dad decided to launch an e-commerce site to sell sourdoughs and jams. I saw this as an opportunity for me as I was quite tech savvy, so I messaged him saying I think it’s time for me to join the business.
He was sceptical at first and said if I was going to come in then it’s for life and not just a stop gap. I officially started in 2007 and have worked my way up from cleaning trays to making muffins, answering phone calls from wholesale customers, and running the shop. I worked six days a week, including launching operations on Saturdays (previously closed due to our Jewish heritage) which is now our busiest day.
How would you describe your job, and what kind of tasks and responsibilities does it involve?
My job over the years has been quite stressful. I was the first female to come into the office – working with my dad, two uncles, and cousin. I had to fight to get my point across, and was even banned from social media because they thought I was just chatting to friends. But I was building a brand!
Nineteen years and three kids later, it’s a lot more flexible now. I go into work three days a week and can work from home, catch up on emails, do the marketing, and I can keep on top of the shop by checking the Square app.
As we supply wholesale to coffee shops, pubs, hotels and restaurants all over London, it’s a 24/7 business with drivers delivering through the night. So I feel I’m checking on things every day. When I’m physically in the bakery, I can work on new products and check the quality control of items that are going out for wholesale. It’s also important for me to stay on top of trends.
Tell us about a challenge you have overcome recently:
I was part of the fifth generation coming in and working at the bakery. There’s been a few moments where the respect for me has been lost. We’ve had to have some difficult conversations to get back on track and ultimately know that we’re a family business who all want to work together.
What have been some highlights of your career?
Introducing the Crodough (croissant/doughnut) in 2013. At first my dad told me it would never work and wouldn’t help me as he was going on holiday. I went into the bakery and persevered with the bakers and it’s still our best-selling product.
Another highlight was in August of this year when my first cookbook got published by Quadrille. The Jewish Bakery contains over 100 recipes from our 115-year-old bakery.
What is a common misconception about your role?
That if you’re an experienced baker, you don’t make mistakes.
When I’m recipe testing, I might start off using the wrong raising agent or not enough flour. So, I need to tweak things a bit until I’m happy with the results.
One example was when i was creating our new chunky cookies. The flour ratio was tricky as too much flour would make them dry but not enough flour would make them flow in the oven. It took me months to perfect them, but they’re now a popular product in the shop and the wholesale market.
What advice would you give to young aspiring professionals in the baking industry?
Be passionate, work hard, and don’t be afraid to make mistakes along the way. It’s important to know that it’s better to be respected than liked.
Interested in a career in bakery? Check out Foodmanjobs for the latest vacancies
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