Jenny joined Joe’s Bakery in 2005 at just sixteen, after her grandad - a long-serving employee - got her an interview. “It wasn’t a job I originally wanted when leaving school but I had an opportunity to work through the school holidays,” she said. The prospect of sixth form felt uninspiring so she quickly went full time. Away from a formal learning environment Jenny thrived steadily working her way up to manager before becoming co-director and shareholder last year alongside her partner - in both the business and life - Wayne Thick.   
  

Like Jenny, Wayne joined the company fresh out of school in 1998 and flourished. He worked his way up to Bakery Manager in 2016, taking over the business with Jenny in 2024, with the previous owners Martin and Jane stepping down after 30 years. Sadly Jane passed away before seeing Wayne and Jenny fully take the helm, however, Martin has remained a close and supportive advocate for the duo. “Martin and Jane had very much been a part of our lives personally and as our employers,” Jenny shared, “- They gave us the opportunity to carry on when they retired. It’s not something I ever thought would happen, both Wayne and I are so grateful for the opportunity to carry on the business”.   

  
The original bakery spans two side by side premises on Gloucester Road - a largely independent high street and popular destination in North Bristol. In 2018, Joe’s opened up a second shop (the former Bread Store now called ‘Joe’s Bakery at the Bread Store’) half a mile down the road. Just one site alone serves upwards of 650 customers a day, “We have such a mix of customers, but they’re very loyal and keep returning,” Jenny said, adding, “- I think covid encouraged people to shop local again too which they’ve continued to do”.  

One glance at the bakery’s wares is all you need to see why customers keep coming back: a smorgasbord of fine classic, artisan and craft breads - including rye, focaccia, cob rolls, Parisienne and their best-selling sourdoughs. Their expertise is rooted in traditional baking methods honed over many years of hands-on experience and learning from skilled artisan bakers. Training at Bristol Bakery School (now part of the City of Bristol College) and study tours across Europe and the USA have helped refine fermentation, pastry, and craft baking techniques. “We do a lot of research and work closely with our bakery suppliers,” Jenny shared, “- Travel is one of the best ways to see what others are doing so we visit supplier’s factories and innovation facilities across Europe and the UK”. 

When it comes to dietary requirements, transparency and customer care lead the way.  Packaged products are labelled, loose displays ticketed and staff are always available to answer any customer questions that may arise.  To help streamline its labelling, Joe’s Bakery uses an all-in-one labelling app, tablet and roll printer system from Planglow - LabelLogic Live Air - which brings Planglow’s  revolutionary technology in-kitchen. “It’s easier to manage’, Jenny explained, “It allows us to share labelling responsibility with other staff and can save on wasted labels. Day to day this means other staff can help and manage their production and printing correctly, it also means easy access to correct allergy information or to change any ingredients. 

The transition to an all-in-one labelling system was sparked by the bakery’s account manager at Planglow, Sally Little. “Sally is the best!”, enthused Jenny, “- She takes the time to talk and understand our needs as a business and how she can help. She has worked with our company for many years - including with the previous directors - and is always making sure we are up to date with new products and services, nothing is ever too much trouble. It’s due to her we have always been, what feels like, a little ahead with allergen labelling but the tablet and printer really has made things easier”.   

  
Jenny genuinely found her calling at Joe’s Bakery, and while she jokes she could live without the early starts, it’s clearly people that fuel her passion for the business, “I love hearing customers' comments about our products and we have such a great team of bakers and shop staff. I love the change in seasons too - the products that come with it and trialling the new products we develop to sell within the shop”. 

While the industry is constantly facing challenges, Jenny spoke of its strengths. “The bakery trade is a hard-working one,” she said, “- All bakeries face their troubles - whether this is in the form of staff, prices or competition with larger supermarkets - but we all continue to work hard and support each other where we can. Making friends within the trade is such a great way to seek advice and support. Because, as a company, we want to continue on for many years, supplying the local and further communities by giving them the best bread and cakes, made with the best ingredients”. 

With twenty years under her belt, what wisdom would Jenny offer school leavers considering the same path? “You’ve got to be able to work hard! Take the time to learn and take on board all the advice given as it will come in handy. Catering and hospitality will always be needed and while we have good days (and some challenging ones), we wouldn’t be where we are without them. What would I change if I had to start over? At this moment I would say nothing, as I may not have ended up where I am today”.  

For more on Joe’s Bakery, please visit joesbakery.co.uk  

Find out more about LabelLogic Live Air here.   

ENDS