How Roberts Bakery overcame disaster to reaffirm its presence as a trusted global supplier of high-quality baked goods 

Roberts Bakery (Roberts) is a family bakery established in 1887 by Robert Roberts. The business began as a store selling groceries, including bread. Over the course of its long history, innovation has remained at the heart of what the company does. In the late 1920s, for example, Roberts pioneered the use of the newly invented bread slicer and fast wrapping machines. This freed up the bakers’ time to focus fully on the bread that gained the company its now global reputation. By the 1930s, when second-generation Frank Roberts took over, the business focus had shifted almost entirely to bread. The number of bakers increased from two to eight, dramatically increasing output potential.  

Over the following decades, after traversing the challenges of the war years, which saw many of its employees called up to fight, the business grew consistently. By the time the fourth generation of the family joined the business, it had moved to a new facility capable of meeting growing demand (which is still operational) and was producing 90,000 loaves a week with 200 staff and a fleet of over 50 vehicles. 

Under the leadership of Mike, Julia, and Lyndsay Roberts (the fourth generation), the company began supplying Sainsbury’s and expanding globally. Roberts’ bread began to be sold as far afield as Greece. Today, people can be found enjoying a Roberts loaf everywhere from the US to Japan. It has also embraced some interesting challenges – for example, the early 2000s saw the bakery smash the world record for the largest ever sandwich! The two-and-a-half-meter tuna sandwich was made using 260 kg slices of bread, which took four hours to bake in a 20-meter-long oven.  

Robust relationships 

More recently, the business has moved into three centers of excellence to accommodate its sustained growth. One focuses on bread; another produces specialty bread; and the third manufactures biscuits. Today, business is booming with customers around the globe and a comprehensive range of products that include specialty loaves, subs, sandwich thins, morning goods, and biscuits – everything from the classics to decorate-your-own kits and clusters.   

Alongside its retail customers, which include major UK supermarkets such as Asda, Morrisons, Co-op, Tesco, Sainsbury’s, and Waitrose, Roberts is also very active in food service markets. With a wealth of experience in the sector, the company is adept at helping its clients develop bespoke products that meet their specific needs.  

Roberts works alongside sandwich makers, wholesalers, and dairies in locations far and wide, serving the education, hospitality, and quick-serve sectors. Building close relationships with customers helps Roberts best support their business needs, as well as welcoming them as part of the Roberts family. Offering either fresh or frozen delivery, Roberts can ensure its baked goods are always ready when they’re needed. The company takes pride in its relationships with clients. For Roberts, it’s not just about delivering a product on time; it’s about helping customers grow together and witnessing their success.  

Community commitment 

Staying true to its family values has been a key element of Roberts’ longevity and continued success. In 2023, for example, the company rebranded to better reflect these values. The philosophy is also a key driver behind the company’s approach to its employees. Through apprenticeship schemes, training programs, and mentorships, developing staff members’ potential is a priority. The approach enables the company to promote from within. This not only provides employees with more opportunities but also secures the company’s future in the face of growing challenges in recruitment with skilled labor shortages across a range of industries. Roles within the company aren’t limited to baking, either, as opportunities stretch from engineering positions in its light-commercial vehicle servicing and maintenance department, to sales and marketing, encompassing a diverse range of expertise and services.  

Sustainability also represents a central component of the company’s values. With the Science Based Targets initiative backing and validating Roberts’ goals, which include achieving net-zero greenhouse gas emissions across the business by 2050, and the more near-term target of achieving a 50 percent reduction in emissions by 2032.  

To help it meet these targets, Roberts has partnered with organizations such as Chester Zoo’s Sustainable Palm Oil Communities initiative. Member companies utilize and promote the use of sustainable palm oil as an ethical alternative to palm oil products that are a result of deforestation.  

In keeping with its core values, Roberts is also an active supporter of its local community. Alongside partnerships with educational institutions such as Liverpool John Moores University, which lead to collaborative projects, the company also supports local children through work experience schemes. Charities also play a crucial role in community outreach, with Roberts proudly supporting Down Syndrome Cheshire.  

Recovery and resilience 

Achieving long-term success doesn’t come without its challenges, and sure enough, with over 130 years of history, Roberts has overcome some very difficult moments. One such instance occurred only recently, in June 2023, when a devastating fire ripped through Roberts’ Northwich headquarters. With all staff evacuated and safe, the fire enveloped the flour distribution system, gas ring main, electrical supply, and compressed air facility in the area of the facility where its two bakeries meet. It devastated all of the key infrastructure and services.  

The impact wasn’t only operational. With many staff having joined the company when they were 16 years of age, it had a significant emotional effect on many of the team. The business then went into recovery mode to get back up and running as soon as possible. With the support of its customers, Roberts took the opportunity to overhaul its operations. It split the two plants, moving biscuit production four miles away. This not only helped improve efficiency with new equipment and layout possibilities emerging but also helped mitigate future risk of interruptions to the business such as power outages. However, it is Roberts’ employees that truly made the rebuild possible. Without their tenacity and commitment, the business would’ve struggled to survive this period, and Roberts’ leadership team are extremely thankful for their perseverance.  

After recovering from the fire, the company has risen to meet the unwavering demand for its high-quality products. With facilities that are primed for expansion, the business is now perfectly positioned to capitalize on the opportunities that present themselves. In biscuits, for example, prepackaged products for coffee shops is an area in which the company is expecting to see growth. Out-of-home products represent not only a large volume of the company’s business but also where the most value is added, providing exciting prospects for the coming years as the business celebrates a full recovery and re-engages with its plans for expansion.  

www.robertsbakery.co.uk