Scaling up success with the right talent at Geary’s Bakery

Exclusive Q&A with Josh Wesson, Managing Director of Geary’s Bakery

Geary's Bakery, known for its iconic Jason's Sourdough bread, has seen extraordinary growth. They now produce nearly 700,000 Jason’s loaves per week, earning the title of the UK’s No. 1 sourdough brand, with products in major retailers like Tesco, Waitrose, and Sainsbury's. Michael Page has played a key role in this success, helping Geary’s recruit top talent across production, supply chain, and leadership roles since 2018.

Today, we’re joined by Josh Wesson, interviewed by Holly Antonia Butler, Business Director in Procurement, Supply Chain & Manufacturing at Michael Page, to discuss the driving forces behind Geary’s rise and their ambitious plans for the future.

If you’re looking for recruitment support to grow your team and drive business success with skilled talent in Procurement and Supply Chain, talk to our experts about your plans today! 

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1. Geary's Bakery has seen incredible growth. Can you share some key milestones?

I joined Geary’s in 2018 as Finance Director, with turnover at £20m and 200 staff. Fast forward to today, and we’ve reached £90m in revenue with 500 employees. Some of our biggest milestones include:

• Opening the Glenfield Bakery in 2018, which hit full operational speed within six months.
• Securing a six-year exclusive contract with Aldi in 2019.
• Being acquired by the Unsworth Family in 2019, providing stability and investment.
• Launching Jason's Sourdough in 2020, now the UK's No. 1 sourdough brand.
• Overcoming the 2021-2022 supply chain crisis, ensuring continuity and managing costs.
• Acquiring a 95,000 sq. ft facility to double our capacity by 2025.

2. What drove the success of Jason's Sourdough?

Jason’s legacy and our focus on traditional, high-quality bread were critical. Our Ciabattin loaf, a happy accident, gained popularity for its unique texture. The premium packaging and clear branding helped differentiate us.   As the premium bread market grew by 20% in 2022, a key driving force behind our success, Jason’s Sourdough thrived, with sales skyrocketing by 600%.

3. How does Geary’s plan to stay ahead in the market?

Innovation by innovative people remains key. We continually invest in new product development (NPD) and stay aligned with consumer trends, like our protein loaf recently launched at Tesco. Our new 95,000 sq. ft facility, an £20m investment, will further support growth and innovation when it opens in 2025.

4. What sustainability practices are core to your operations?

At Geary's Bakery, we're committed to reducing our environmental impact and supporting local communities. Some of the sustainability practices we've implemented include:  

• Recyclable packaging and zero-waste initiatives.
• Supporting regenerative farming through Wildfarmed.
• Using renewable energy and planning solar panels for our new facility.
• Waste bread is repurposed for sustainable fuel and animal feed.
• Partnering with FairShare to give back to the community.

5. How important is hiring the right people to maintaining your company culture?

Hiring is crucial. Transitioning from a family business to a larger operation, we’ve focused on finding people who align with our values and culture, working with Michael Page to hit the brief and find the right people. Skills can be taught, but fit is essential. We foster an open, fast-moving environment where we encourage decision-making and positive attitudes.

6. Can you share a hiring success story?

One standout is Joanne Barnett, our Supply Chain Manager, whom I recruited in 2019 through the sourcing expertise of Michael Page. Joanne has transformed our supply chain operations, preparing us for growth. Her ability to balance multiple priorities and solve complex problems has been vital in a fast-paced, short-shelf-life food environment. Her leadership has shaped a dynamic team, crucial as we prepare to open our new bakery.

Joanne Barnett on Michael Page’s Impact

I’ve worked with Michael Page since 2011, and they’ve been an essential partner in helping me build supply chain teams at multiple companies, including Geary’s. Their openness and deep understanding of our needs have made them a trusted partner, enabling us to recruit the right talent as we continue to grow.

Driving growth with talent

Since placing Josh Wesson in 2018, an integral player in the company’s growth, Michael Page has proudly worked closely with the team to support Geary's Bakery's delivery and expansion. We've made several placements over the years, including critical operations roles and supply chain experts, from planners to purchasing managers and buyers to credit control.

Geary's success reflects its focus on quality, innovation, and strong culture. If you're looking for talent to fuel your business's growth, Michael Page is ready to partner with you. Contact us today to learn how we can help you attract the right talent to drive your success.

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