Speciality flour producer Matthews Cotswold Flour has named Elaine Boddy from Foodbod Sourdough as its first-ever brand ambassador.
Boddy has published three books about sourdough, has attracted a sizeable following across the international baking community, and creates all her sourdough recipes using Matthews Cotswold’s range of high-quality stoneground flours.
Her appointment was said to be perfectly timed for Sourdough September, the annual celebration organised by the Real Bread Campaign which is now in its 11th year.
“I am so excited to be taking on this role, to be uniting my sourdough world with a business that I love, and to be formalising my relationship with Matthews Cotswold Flour,” said Boddy.
“I have used and recommended their flours for so long now, I know exactly how they behave in sourdough baking and how to maximise my recipes for home bakers using this great range. I think this is a fantastic opportunity for myself and Matthews Cotswold Flour, and I look forward to unveiling our new VIP Super Sourdoughers Club,” she added.
Matthews Cotswold Flour is a family-run artisan miller based in Chipping Norton, Oxfordshire, which has been trading grain and milling flour since the 1800s. Back in April, it introduced four new heritage grain flours to its portfolio of over 100 varieties, which also includes a white bread flour made from regeneratively farmed UK wheat at the end of last year.
The company’s managing director Bertie Matthews noted they had been working closely with Boddy for some time already and were always impressed by her sourdough recipes and expertise. “It’s fantastic to have her on our team, and we’re looking forward to creating lots of new sourdough content and resources for our home baking community together,” he said.
With extensive experience of baking everything in her home kitchen using domestic ovens and apparatus, Boddy is expected to be a great help Matthew Cotswold’s community of home bakers, including via her podcast, The Foodbod Pod.
In June, the company launched a new baker in training development scheme to help encourage more people to turn their passion for baking into a career. This was said to have been created in response to the ongoing recruitment crisis in the baking industry.