As it approaches its one-year milestone, the company has tripled its initial 223 target. BaxterStorey chefs from all levels have been trained in baking soda bread, pinchback loaf and focaccia by the company’s 13 regional baking champions across six regions.

Following its success, a second campaign is being developed for 2024 to cover new breads and skills, including training on making ciabatta, burger bun, sourdough as well as a regional baker’s choice. 

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.

Rik Razza, head of chef development from BaxterStorey, said: “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.”