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Sustainability KINDER TO THE PLANET

From stone-milled grains to carbon-neutral delivery, we’re proof that the best bread doesn’t have to cost the Earth.
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BORN IN NORTH WEST London

We now deliver sourdough goodness to bread-lovers nationwide!

DISCOVER YOUR BREAD Journey

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THE GRAIN

We source heritage wheat from regenerative UK farms that prioritize.

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THE MILL

Our flour is stone-milled nearby, keeping “food miles” low and nutrients high.

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THE BAKE

Small-batch baking means we only bake what is ordered. Zero over-production. Zero waste.

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the arrival

Zero waste. Delivered via bike or electric van in 100% home-compostable packaging.

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OUR PLASTIC FREE COMMITMENT PLEDGE WE’VE Promised

Every year, the bread industry generates millions of tonnes of plastic waste. We decided to opt out. Industrial farming strips the land of its life. We partner with farmers practicing Regenerative Agriculture. This means no chemical pesticides, diverse crop rotations, and techniques that actually pull carbon out of the atmosphere and back into the ground.

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50,000+ Loaves

Baked & Delivered to Our Customers

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Rated Excellent on Trustpilot

4.5* by More Than 10,000 Customers

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50,000+ Bagels

Baked & Delivered To Our Customers

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Trusted by 1,000+ Subscribers

Receiving Sourdough Goodness for More Than 5 Years

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Meet our founder

Hi, I’m Emily; a sourdough-obsessed baker and busy mum of three.

Growing up in Brittany, where bread is practically a religion, I learned to appreciate authentic, high-quality bread. My love for baking eventually took me to Le Cordon Bleu London, where I mastered the craft, diving into the magic of fermentation and the art of a perfect crust. There’s something deeply seductive about a warm, crusty loaf, fresh out of the oven, ready to be torn apart…

So, if you love sourdough, order today. I’m sure we won’t disappoint!

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SUSTAINABILITY Questions

What makes Good In Bread more sustainable?

What is regenerative flour?

Does sourdough help reduce food waste?

Why does artisan bread matter for sustainability?

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Used & Loved by 10,000 Customers