The Ethos


There’s no fudging the issue: ingredients matter. What’s growing, who’s growing it, what they’re doing to it on the way. Our ingredients are the best we can find, brought up in the healthiest way by people who know and care about what they’re doing – and who understand and support what we’re doing.


For the past few millennia we’ve known that cooking our food helps massively with nutrition and taste, and that baking in an oven is the optimal method. When you put the right ingredients together in the right way and add time to the mix, there’s a unique alchemy.


As soon as we smell what’s cooking, we crave it. Just looking at the counter gets everyone salivating. When we taste it, the alarm bells start. This can’t possibly be doing us good, surely?

Actually, it can.

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