In recent years, the independent craft bakery sector has sometimes struggled to promote itself to customers and potential employees. Now, the time has come to banish the ’humble baker’ persona and start shouting about yourselves!
And craft bakery does have a lot to shout about. Most bakeries can tick some, if not all of the boxes when it comes to freshness, hand-made, low or no food miles, healthy eating and product choice. And by celebra-ting key calendar events, such as Halloween and Easter, they are a focal part of the community. Now the industry is coming together to back the launch of National Craft Bakers’ Week (8-13 June) - a celebration of all that’s great about bakery, and to help drive sales and raise awareness of the craft.
The common link among all craft bakers is the ’craft’ production itself, which is largely unseen, unrecognised and, as such, often overlooked by today’s consumers. Shoppers do not always realise that the products have been made and baked that morning, out of the back of so many craft bakeries. So National Craft Bakers’ Week has been designed to celebrate the specialist skills of the thousands of independent bakers who are making fresh, quality products every morning for their customers.
Bakeries hold pivotal roles within their communities and the theme of the week - ’The Shop That Never Sleeps!’ - will involve specially organised activities with primary schools and the media. Product and price promotions will also be a key focus. Through tastings, linking in with their local primaries, promotions and the free eye-catching point-of-sale materials, bakers can take the opportunity to fully engage with their communities, generate positive media coverage and showcase their products. The Week is also an opportunity to educate consumers about career opportunities within bakery.
It is critical, however, that this initiative is not just a one-off event and effective marketing and retail management are essential for the craft sector to be competitive. This is an event that can only go from strength to strength if bakers across the land pull together to make it a success.
=== Five ways you can benefit from getting involved with National Craft Bakers’ Week ===
l By raising the profile of your business locally
l By benefiting from free marketing and PR materials
l By increasing store traffic during a quieter summer week
l By marketing quality and freshness
l By highlighting your bakery’s integral place within your community