Julia is joined by Jason Geary, master baker and executive director at Geary’s Bakeries and the Jason behind the ‘Jason’s Sourdough’ brand.

He tells Julia why he’s on a mission to change the way Brits think about bread and make great-quality bread (particularly sourdough) accessible to more people. Plus, he shares how taking inspiration from the craft beer boom helped him open retail buyers’ eyes to the opportunity in craft bread, NPD trends for 2022, tapping into the gut health trend and how he’s navigating soaring wheat prices and other cost challenges within his business.

Articles discussed by Jason and Julia:

Wheat prices at nine-year high as bakers warn of price increases | The Grocer

Craft bakery has been resilient and tenacious | British Baker

How to make really good bread | New York Times

Links to the big food and grocery retail stories this week:

Covid: Sainsbury's asks staff to delay Christmas parties | BBC News

Tesco depot staff suspend pre-Christmas pay strikes | BBC News

Asda facing strike threat as Tesco battles to prevent Xmas walkout disruption | Sky News

Cost of Christmas dinner jumps 3% as turkey, pudding and sprout prices rise | The Guardian

Booths owners take dividend after hanging on to business rates relief | The Times

Heck in talks with Ivy Farm over lab-grown meat tie-up | The Grocer

FSA launches consultation on 'may contain' packaging | Food Manufacture

Marks & Spencer launches ‘world first data science and AI academy’ in grocery | The Grocer