Lincolnshire bakery Welbourne’s has won a contract to supply John Lewis’ Food Hall in Oxford Street with its Special Plum Bread.

The deal came about after representatives from the bakery visited the Restaurant Show in October 2008.

Former owner Pete Welbourne was representing the bakery on the Select Lincolnshire stand and was approached by a product manager for John Lewis’ Food Hall. After meetings between Welbourne’s consultant, Bill Shaw, and product tasting sessions, the deal was agreed.

Welbourne’s was established in 1896 and makes its plum bread to an almost identical recipe it used 112 years ago. The only change it has made is that it now uses vegetable fat instead of lard.

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