A family-run bakery in Gloucestershire has enjoyed a resurgence of customer support following a radio appeal by its owner for people in Cirencester to show loyalty to local businesses.
Jennifer Whiddett, who runs two shops and a bakery with her husband, Robert, appeared on a local radio station to talk about her business as the oldest bakery in the town.
She told British Baker the way some sections of the media had reported her comments was alarmist, as they suggested that the business might fold. However, the publicity has resulted in a wave of support from local people for the bakery, which is renowned for its sugarbuns as well as banoffee pie.
"We’ve had a tremendous response, it’s been overwhelming. People don’t want to see us close. Some reports took my comments about the need for local people to support traders in the town completely out of context," commented Whiddett, who said supermarket competition was fierce.