The Profitable Baker Podcast

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Two milestones in one Saturday: the 50th episode of The Profitable Baker, and Annie's 60th birthday. In this solo episode, Annie pulls up a chair with a cup of coffee. She looks back at what 50 episodes and 60 years have taught her, and she says thank you in a way that's well worth staying to the end for.

In this episode, you'll learn:

• Why your audience goes quiet when you ask them a question, and the simple tweak that gets them answering
• The five lessons from 50 episodes that have made the biggest difference to bakers' businesses
• Six things Annie knows at 60, from the classroom, headship, the stage, writing books, building the Academy and turning 60, and how each one applies to your baking business
• Why the quiet followers who never comment are often the ones who end up ordering
• Why it's never too late to start taking your baking business seriously

Catch up on the episodes behind the five lessons:

• Ep4: Visibility. With special guest Ziggy Li, The Flowering Baker.
• Ep27: You're Not Bad at Selling. You've Just Never Been Shown How.
• Ep28: Knowing Your Worth Isn't Enough. You Have to Be Able to Say It.
• Ep35: Busy But Broke
• Ep37: Stop Guessing What They Want
• Ep39: Test It Before You Trust It + What Makes It Yours
• Ep44: Why Competitions Are Great for Visibility

The 50th episode thank-you:

To celebrate 50 episodes, 50 places in The Profitable Baker Academy are available at 50% off your first month. Use the code EPISODE50 when you join at https://anniebennett.co.uk/the-profitable-baker-academy-membership/

Only 50 places are available, and the code closes at 9pm on Monday 16th November.

Inside, you'll get weekly training, a community of bakers who really get it, and support with pricing, selling and finances. December is planning month, so it's perfect timing to walk into 2027 with a plan rather than a pile of receipts.

Birthday Power Hours: One-to-one time with Annie for £60. Any remaining spaces close at midnight on Saturday 14th November. Book at https://anniebennett.co.uk/

One small birthday favour: If this episode struck a chord, please share it with a baker who needs to hear it, and be sure to subscribe or follow, it really helps. Thank you.

More links:

The Free Profitable Baker Bundle:

25 free resources to support your baking business:

https://anniebennett.co.uk/the-profitable-baker-bundle/

Free Facebook Community:

https://www.facebook.com/groups/theprofitablebakercommunity

Annie’s Best seller Food Hygiene Record book, recommended by EHOs

https://anniebennett.co.uk/the-home-baking-business-books/

For regular delves into baking business matters, including taking part in podcast episodes:

https://anniebennett.co.uk/#subscribe

For free tips, insight and real-world business talk:
Follow me on social media

https://www.instagram.com/theprofitablebakeracademy/

https://www.facebook.com/theprofitablebakeracademy

https://www.tiktok.com/@profitablebakeracademy

https://www.linkedin.com/in/annie-bennett-pba/

For her website with all this and more:

anniebennett.co.uk

Support the show

Send us Fan Mail

Ever wondered what the cake world looks like from the other side of the counter?

This week I'm joined by Steve Golding, CEO of Vanilla Valley, one of the UK's biggest cake decoration suppliers. Steve sees what thousands of bakers buy, what's trending and where the industry is heading, and he shares it all in a warm, honest conversation.

With Cake International just days away, this episode rounds off our Cake International series with a supplier's eye view of the industry.

In this episode, you'll learn:

• How Steve started Vanilla Valley and what the business looks like behind the scenes
• The trends Steve is seeing right now in cake decorating and what bakers are buying
• Steve's view on where the UK cake industry is heading
• What Vanilla Valley will be bringing to Cake International this year

Vanilla Valley Website

https://thevanillavalley.co.uk/

Connect:

https://www.instagram.com/thevanillavalley/

https://www.facebook.com/vanillavalley1/

Connect with Annie:

The Free Profitable Baker Bundle:

25 free resources to support your baking business:

https://anniebennett.co.uk/the-profitable-baker-bundle/

Free Facebook Community:

https://www.facebook.com/groups/theprofitablebakercommunity

For structured support, training and accountability:
Join The Profitable Baker Academy Membership

https://anniebennett.co.uk/the-profitable-baker-academy-membership/

Annie’s Best seller Food Hygiene Record book, recommended by EHOs

https://anniebennett.co.uk/the-home-baking-business-books/

For regular delves into baking business matters, including taking part in podcast episodes:

https://anniebennett.co.uk/#subscribe

For free tips, insight and real-world business talk:
Follow me on social media

https://www.instagram.com/theprofitablebakeracademy/

https://www.facebook.com/theprofitablebakeracademy

https://www.tiktok.com/@profitablebakeracademy

https://www.linkedin.com/in/annie-bennett-pba/

For her website with all this and more:

anniebennett.co.uk

Support the show

Send us Fan Mail

This week on The Profitable Baker, I'm joined by Suzanne Esper, one of the UK's leading cake decorating tutors and coaches. Suzanne shares the story of how she built her career in the cake world, from her early days at the turntable to teaching and coaching decorators of every level.

We also go behind the scenes of her involvement with Cake International, and talk about what the show means for bakers who want to grow their skills, their confidence and their business.

With Cake International at the NEC Birmingham from 6th to 8th November, this is the perfect listen whether you're entering, visiting, or still wondering whether it's for you.

Find Suzanne: 

Websites

Find her free tutorials and online classes 

https://www.suzanneespercakeschool.com/

https://www.esperlane.com/

Connect with Suzanne here:

https://www.facebook.com/suzanneespercakeschool

https://www.instagram.com/suzanneespercakes/

https://www.instagram.com/suzanneespercakeschool/

Connect with Annie:

The Free Profitable Baker Bundle:

25 free resources to support your baking business:

https://anniebennett.co.uk/the-profitable-baker-bundle/

Free Facebook Community:

https://www.facebook.com/groups/theprofitablebakercommunity

For structured support, training and accountability:
Join The Profitable Baker Academy Membership

https://anniebennett.co.uk/the-profitable-baker-academy-membership/

Annie’s Best seller Food Hygiene Record book, recommended by EHOs

https://anniebennett.co.uk/the-home-baking-business-books/

For regular delves into baking business matters, including taking part in podcast episodes:

https://anniebennett.co.uk/#subscribe

For free tips, insight and real-world business talk:
Follow me on social media

https://www.instagram.com/theprofitablebakeracademy/

https://www.facebook.com/theprofitablebakeracademy

https://www.tiktok.com/@profitablebakeracademy

https://www.linkedin.com/in/annie-bennett-pba/

For her website with all this and more:

anniebennett.co.uk

Support the show

Send us Fan Mail

What really happens when the judges walk up to your entry? This week I'm joined by David Close and Jane Hatton, Head Judges of Cake and Bake International, for a rare look behind the judging table.

David and Jane share how they each found their way into judging, what the role of Head Judge actually involves, and the advice they'd give anyone entering the competition this year. Whether you're polishing your first entry or you've competed before, this is the conversation to listen to before you pack your cake box for the NEC.

Cake International takes place at the NEC Birmingham from 6th to 8th November 2026.

This episode is part of our Cake International series. Catch up on earlier conversations with Melanie Underwood (Ep45) and Natalie Porter (Ep46).

Tickets to Cake International: https://www.cakeinternational.co.uk/birmingham-2026/

Connect with Annie:

The Free Profitable Baker Bundle:

25 free resources to support your baking business:

https://anniebennett.co.uk/the-profitable-baker-bundle/

Free Facebook Community:

https://www.facebook.com/groups/theprofitablebakercommunity

For structured support, training and accountability:
Join The Profitable Baker Academy Membership

https://anniebennett.co.uk/the-profitable-baker-academy-membership/

Annie’s Best seller Food Hygiene Record book, recommended by EHOs

https://anniebennett.co.uk/the-home-baking-business-books/

For regular delves into baking business matters, including taking part in podcast episodes:

https://anniebennett.co.uk/#subscribe

For free tips, insight and real-world business talk:
Follow me on social media

https://www.instagram.com/theprofitablebakeracademy/

https://www.facebook.com/theprofitablebakeracademy

https://www.tiktok.com/@profitablebakeracademy

https://www.linkedin.com/in/annie-bennett-pba/

For her website with all this and more:

anniebennett.co.uk

Support the show

Send us Fan Mail

This week I'm joined by Natalie Porter, the sugar artist behind Immaculate Confections. We talk about how her cake journey began, how she fell for sugar flowers, and how she built a reputation for detailed, lifelike floral work.

Natalie also shares her experience with Cake International: what it's really like behind the scenes, what competing and being involved has done for her skills and visibility, and her advice for any baker wondering whether it's for them.

This episode is part of our Cake International series. If you missed last week's conversation with Melanie Underwood, head of Cake and Bake International, go back and give it a listen.

Win tickets to Cake International 2026: I'm giving away 5 pairs of tickets. CLICK HERE for details to enter. The draw closes 19th October.

Connect with Natalie:
Instagram: @immaculateconfectionsuk
Website: https://immaculateconfections.co.uk/

Connect with Annie:

The Free Profitable Baker Bundle:

25 free resources to support your baking business

Now with pricing guide:

https://anniebennett.co.uk/the-profitable-baker-bundle/

Free Facebook Community:

https://www.facebook.com/groups/theprofitablebakercommunity

For structured support, training and accountability:
Join The Profitable Baker Academy Membership

https://anniebennett.co.uk/the-profitable-baker-academy-membership/

Annie’s Best seller Food Hygiene Record book, recommended by EHOs

https://anniebennett.co.uk/the-home-baking-business-books/

For regular delves into baking business matters, including taking part in podcast episodes:

https://anniebennett.co.uk/#subscribe

For free tips, insight and real-world business talk:
Follow me on social media

https://www.instagram.com/theprofitablebakeracademy/

https://www.facebook.com/theprofitablebakeracademy

https://www.tiktok.com/@profitablebakeracademy

https://www.linkedin.com/in/annie-bennett-pba/

For her website with all this and more:

anniebennett.co.uk

Support the show

Send us Fan Mail

What really happens behind the scenes at the world's biggest cake show? And what does it mean for your business if you enter?

This week I'm joined by Melanie Underwood, head of Cake and Bake International, for the first episode in our Cake International Guests series. We talk about how the show started, and how it has developed over the years.

Cake International returns to the NEC Birmingham from 6th to 8th November 2026.

All information about Cake and Bake International: https://www.cakeinternational.co.uk/

Coming next week: Natalie Porte of Immaculate Confections.

Connect with Annie:

The Free Profitable Baker Bundle:

21 free resources to support your baking business:

https://anniebennett.co.uk/the-profitable-baker-bundle/

Free Facebook Community:

https://www.facebook.com/groups/theprofitablebakercommunity

For structured support, training and accountability:
Join The Profitable Baker Academy Membership

https://anniebennett.co.uk/the-profitable-baker-academy-membership/

Annie’s Best seller Food Hygiene Record book, recommended by EHOs

https://anniebennett.co.uk/the-home-baking-business-books/

For regular delves into baking business matters, including taking part in podcast episodes:

https://anniebennett.co.uk/#subscribe

For free tips, insight and real-world business talk:
Follow me on social media

https://www.instagram.com/theprofitablebakeracademy/

https://www.facebook.com/theprofitablebakeracademy

https://www.tiktok.com/@profitablebakeracademy

https://www.linkedin.com/in/annie-bennett-pba/

For her website with all this and more:

anniebennett.co.uk

Support the show

Send us Fan Mail

Could a cake competition be the most underused marketing tool in your business? In this episode, Annie makes the business case for entering competitions, and it has very little to do with medals. It's the opening taster for our Cake and Bake International series, leading up to the show at the NEC Birmingham, 6 to 8 November.

In this episode, you'll learn:

• Why visibility, not your product, is often what's keeping good bakers small
• How competitions give you "borrowed credibility" that your own marketing can't
• Why the business value starts long before the results are announced
• How competing can make it easier to charge (and stand behind) your prices
• The four questions to answer before you enter anything

Coming next week: Episode 45 with Melanie Underwood, head of Cake and Bake International.

Join The Profitable Baker Academy for weekly live sessions on visibility, pricing, selling and more, for £30 a month: anniebennett.co.uk

Links:
 Cake International: cakeinternational.co.uk

Connect with Annie:

The Free Profitable Baker Bundle:

21 free resources to support your baking business:

https://anniebennett.co.uk/the-profitable-baker-bundle/

Free Facebook Community:

https://www.facebook.com/groups/theprofitablebakercommunity

For structured support, training and accountability:
Join The Profitable Baker Academy Membership

https://anniebennett.co.uk/the-profitable-baker-academy-membership/

Annie’s Best seller Food Hygiene Record book, recommended by EHOs

https://anniebennett.co.uk/the-home-baking-business-books/

For regular delves into baking business matters, including taking part in podcast episodes:

https://anniebennett.co.uk/#subscribe

For free tips, insight and real-world business talk:
Follow me on social media

https://www.instagram.com/theprofitablebakeracademy/

https://www.facebook.com/theprofitablebakeracademy

https://www.tiktok.com/@profitablebakeracademy

https://www.linkedin.com/in/annie-bennett-pba/

For her website with all this and more:

anniebennett.co.uk

Support the show

Send us Fan Mail

Struggling to turn down rush orders, discount requests, or endless revisions? This episode makes the business case for saying no, and gives you the exact language to do it without the guilt spiral.

You'll learn:

• Why "small yeses" are quietly costing you money and burnout
• The difference between the decision to say no and the delivery of it
• Two ready-to-use scripts for turning down rush jobs and discount requests
• A five-minute exercise to write your own non-negotiables before you need them

Ready to build the habits and confidence to run your business on your terms? Join The Profitable Baker Academy membership, link below.

The Free Profitable Baker Bundle:

21 free resources to support your baking business:

https://anniebennett.co.uk/the-profitable-baker-bundle/

Free Facebook Community:

https://www.facebook.com/groups/theprofitablebakercommunity

For structured support, training and accountability:
Join The Profitable Baker Academy Membership

https://anniebennett.co.uk/the-profitable-baker-academy-membership/

Annie’s Best seller Food Hygiene Record book, recommended by EHOs

https://anniebennett.co.uk/the-home-baking-business-books/

For regular delves into baking business matters, including taking part in podcast episodes:

https://anniebennett.co.uk/#subscribe

For free tips, insight and real-world business talk:
Follow me on social media

https://www.instagram.com/theprofitablebakeracademy/

https://www.facebook.com/theprofitablebakeracademy

https://www.tiktok.com/@profitablebakeracademy

https://www.linkedin.com/in/annie-bennett-pba/

For her website with all this and more:

anniebennett.co.uk

Support the show

Send us Fan Mail

Suzanne Booth is a Craft Business Mentor & Strategist for makers. 

After 20+ years of selling textile-based craft to teaching in schools, she now helps and mentors makers who already sell their work to build more sustainable craft businesses. 

Looking in particular at ways to add income streams beyond the making itself with things like workshops, courses and digital products, using a combination of her own creative experience and teaching knowledge.

Connect with Suzanne here:

Website: https://suzannebooth.co.uk/

Instagram

@suzannebooth.creative

Connect with Annie:

The Free Profitable Baker Bundle:

21 free resources to support your baking business:

https://anniebennett.co.uk/the-profitable-baker-bundle/

Free Facebook Community:

https://www.facebook.com/groups/theprofitablebakercommunity

For structured support, training and accountability:
Join The Profitable Baker Academy Membership - and join in with The Great Bake Caper in October!!

https://anniebennett.co.uk/the-profitable-baker-academy-membership/

Annie’s Best seller Food Hygiene Record book, recommended by EHOs

https://anniebennett.co.uk/the-home-baking-business-books/

For regular delves into baking business matters, including taking part in podcast episodes:

https://anniebennett.co.uk/#subscribe

For free tips, insight and real-world business talk:
Follow me on social media

https://www.instagram.com/theprofitablebakeracademy/

https://www.facebook.com/theprofitablebakeracademy

https://www.tiktok.com/@profitablebakeracademy

https://www.linkedin.com/in/annie-bennett-pba/

For her website with all this and more:

anniebennett.co.uk

Support the show

Send us Fan Mail

Claudia Sheena FCA is a Chartered Accountant with over 25 years’ experience, providing hands-on, proactive financial leadership to growing businesses.

Claudia believes accountancy should be about far more than filing accounts and telling business owners what happened last year. She works closely with her clients throughout the year, helping them understand their numbers, plan ahead and make confident decisions about growth, profitability, cash flow and the future of their business. 

Having built and grown her own accountancy practice, Claudia understands first-hand the challenges that come with running and scaling a business. Known for her approachable, plain-English style and responsive service, she aims to become a trusted financial partner to her clients, supported by her experienced UK-based team.

Her focus is simple: helping business owners feel in control of their finances and giving them the financial insight and support they need to build the business they want.

Claudia Sheena FCA

Claudia Sheena Accountancy Services Ltd

07973 504 511

Please book a call with her here or have a look at her website.

Connect with Annie:

The Free Profitable Baker Bundle:

21 free resources to support your baking business:

https://anniebennett.co.uk/the-profitable-baker-bundle/

Free Facebook Community:

https://www.facebook.com/groups/theprofitablebakercommunity

For structured support, training and accountability:
Join The Profitable Baker Academy Membership

https://anniebennett.co.uk/the-profitable-baker-academy-membership/

Annie’s Best seller Food Hygiene Record book, recommended by EHOs

https://anniebennett.co.uk/the-home-baking-business-books/

For regular delves into baking business matters, including taking part in podcast episodes:

https://anniebennett.co.uk/#subscribe

For free tips, insight and real-world business talk:
Follow me on social media

https://www.instagram.com/theprofitablebakeracademy/

https://www.facebook.com/theprofitablebakeracademy

https://www.tiktok.com/@profitablebakeracademy

https://www.linkedin.com/in/annie-bennett-pba/

For her website with all this and more:

anniebennett.co.uk

Support the show