Diamond Award INNOVATE winner 2013

Friday, November 8, 2013 10:46:43 AM Europe/London

The glittering Diamond Awards Gala Dinner was held on Saturday 18th May at the Hilton Birmingham Metropole. It was the sixth annual Diamond Awards from HEFF, the food group for the heart of England, which celebrates the best of local food and drink from across Shropshire, Staffordshire, Cheshire, Herefordshire, Worcestershire, Warwickshire, Gloucestershire and Birmingham and Black Country. This year also marked the 15th anniversary of HEART of ENGLAND fine foods.

 Diamond award

There were 15 accolades up for grabs on the night including 10 product awards, three business awards, a retail and a hospitality award. Hedonist Bakery, was one of four Herefordshire businesses to scoop a prestigious award. The other Herefordshire businesses that won were Rowlestone Farmhouse Ice Cream, Tyrrells Potato Crisps, and Ye Olde Steppes. The evening was hosted by BBC Midlands Today’s Joanne Malin.

The Special Diamond Award INNOVATE, sponsored by Campden BRI, recognises excellence in business innovation. Judges said: “Hedonist Bakery has created a strong brand with a good niche range which is well worked out with strong USPs and associated values.”

Steven Mackintosh from Hedonist Bakery said: “We are so, so pleased to win the Special Diamond Award for Innovate. Our product is quite niche, producing and selling bread for frozen retail sale, so we’ve had to work extremely hard to develop a packaged concept and to build a branded range of breads. Selling it frozen means we don’t use any additives to preserve it, it’s all handmade and natural so the customer gets all the flavour of real bread with the indulgent freshness of a loaf baked in their own kitchen.

We also really focus on reducing waste in this sector where 1/3 of bread is wasted by the consumer because it is purchased when not required and up to 20% of bread is wasted on retail shelves. Reducing waste will help us achieve a very low carbon footprint. We also have plans to move our production into a new energy efficient bakery in Ross-on-Wye in 2015.

It’s about doing something different and believing in it enough to make it work.”

Award Winner

Around 200 guests enjoyed a locally sourced six course menu at the Gala Dinner prepared by a Brigade of Chefs - Paul Taylor, Executive Chef at Hilton Birmingham Metropole, Danny Silcock, HEFF Development Chef, and Mathew Shropshall and Bernhard Schumacher, chef lecturers from University College Birmingham.

The INNOVATE Award sponsors Campden BRI also presented Hedonist Bakery with £1000 of technical services or research as part of the wining prize.

For more information about the Diamond Awards and the winners visit www.heff.co.uk .

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