big interview


“What I have gathered from all this over the years boils down to three things - be nice, be transparent, and be honest”


inaccurately report on bread, as well as challenging the increased media use of the non-scientific term ‘ultra- processed foods’ to describe amongst other goods sliced and wrapped bread, based on the processing aspect, not the nutritional content, and referring journalists to the British Nutrition Foundation’s updated review of bread.


What does a day in your role look like? No two days are alike, which is why it’s so fascinating. I work on strategy, business planning, and managing budgets. I talk with our members and collaborate with government and stakeholders, reviewing policy and holding consultations, horizon scanning, and working with our FoB team and the experts who make up our various committees. I work with our Chairman, Mike Roberts, in our collaboration at EU level with the International Association of Plant Bakeries, (or AIBI), where I am a board member. I also get involved in defending bread and bakery’s positive health credentials from media misinformation and promoting the category. There’s a lot to do!


What is the best advice you have received and from who?


I’ve been fortunate to work with some great leaders from across the globe in my time in the cereal’s world. They inspired me to be my best, encouraged me to learn and gave me the space to grow. What I have gathered from all this over the years boils down to three things - be nice, be transparent, and be honest.


The pandemic has also increased consumers’ interest in, and understanding of, how nutrition helps us keep well. Bread contains many essential nutrients and is a delicious source of natural fibre. There’s increasing demand for different kinds of bread like sourdough and rye, as consumers take more interest in nutrition and gut health as part of staying healthy. We’re seeing growing demand too for gluten-free bread and other free from offerings. Last but not least, bread is essentially good for you as a


food, but unfortunately there are myths and misinformation circulating around the health of bread and bakery goods. Hence why we have been informing the media when they


bakeryproduction.co.uk


Where do you see the FoB in 5 years’ time? The Federation of Bakers will still be here, continuing to help ensure that the bread industry, which after all provides a dietary staple enjoyed by almost all UK households, retains the confidence of both stakeholders and society as a whole. That won’t change. However, while our core values will remain the same, it’s crucial that industry federations like ours regularly review their purpose and goals. You need to look at how you support members and operate in a changeable and challenging environment, and be proactive, continually horizon scanning to see what’s coming up next. That’s never more important than when there’s a change of leadership. You need to take the opportunity to view what you’re about with a new lens, and the FoB is currently going through that process. Finally, it almost goes without saying that safeguarding


our members’ interests will continue to be a ‘given’ over the next few years, as we adapt to a changing policy landscape. As an industry we need to focus on the big issues, including sustainability concerns like net zero and food waste, health and food safety, to name a few, and that will remain a priority.


Kennedy’s Bakery Production October/November 2022 9


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