BaxterStoreyAn innovative training initiative from WSH hospitality business BaxterStorey is supporting tripple the number of UK chefs and local millers originally anticipated.
More than 700 people have received training as part of the company’s Project Knead campaign as it approaches its first anniversary.
Originally launched with a target of 223 participants, the programme has now trained BaxterStorey chefs at all levels in baking soda bread, pinchback loaf and focaccia, with instruction provided by the company’s ‘Baker’s Dozen’ of baking champions from six geographical regions.
Keen bakers from the company’s kitchen, operations, and supportteams were selected by the regional culinary leads to undertake further baking training sessions.
The initiative was launched to increase chefs’ confidence in bread-making, and establishing deeper relationships with local millers to use more heritage flours and encourage more sustainable wheat growing practices across the supply chain.
Since the launch of Project Knead, regional flour sales have increased 73 per cent on 2022 sales, with an additional 354 cases of local flour purchased by BaxterStorey’s bakers.
The company says the campaign has also impacted the high street where two public dining spaces it operates – at Winchester Cathedral and Rothesay Rooms in the heart of Royal Deeside (which first opened as a pop-up eating destination after being inaugurated by HRH King Charles), featuring as top regional destinations for flour purchases in 2023.
Following its success, a second campaign is being prepared for 2024 to cover new breads and skills, including training on making ciabatta, burger bun, sourdough, and a regional baker’s choice.
The company is also planning to actively track and monitor 224 bakers by the end of 2024, as well as create new ‘heads of baking’ roles within the organisation.
It is also being rolled out to clients, customers and other location chefs.
Rik Razza, head of chef development from BaxterStorey, says: “Project Knead’s core aim was to upskill our teams and get hands back in the flour. We chose to focus on bread because, despite being a basic skill, it’s one that many chefs lose confidence in as they progress in their careers. The feedback has been an overwhelming increase in their baking confidence and ability to overcome the challenges a loaf of bread might present.
“As well as the brilliant engagement we’ve had with our suppliers and the fantastic success of our chefs and bakers, a big success story has also been the development of our trainers, who have grown in confidence to stand in front of an audience and showcase their skills. They are really the reason why this project has been so successful.”
Project Knead launched as part of BaxterStorey’s new food manifesto, a five-pillar commitment developed by the food team to put food back at the heart of the business. From investment in UK training hubs to partnering with industry leading chefs including Bettina Campolucci Bordi and Kirk Haworth; to creating food campaigns championing regional food heroes; the business is seeing a huge culture shift with food innovation led byupskilled and empowered chefs.
Project Knead’s core aim was to upskill our teams and get hands back in the flour. We chose to focus on bread because, despite being a basic skill, it’s one that many chefs lose confidence in as they progress in their careers.
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