News Real Bread Campaign

The People’s Loaf at Aston’s Bakehouse

Pay-it-forward scheme launched in Sourdough September.

Iulian Varodin with The People's Loaf. Copyright: Aston's Bakehouse

Iulian Varodin with The People's Loaf. Copyright: Aston's Bakehouse

Aston’s Bakehouse has launched The People’s Loaf, a certified organic sourdough bread, made from wholegrain flour, semolina, white wheat starter culture and a pinch of sea salt.

Prompted by the Real Bread Campaign’s Real Bread For All initiative, the bakery will donate an 800g  People’s Loaf to one of its charity and community partner organisations for every three of the loaves sold. In the first week of the scheme, the bakery gave 23 loaves to Acton Homeless Concern

Owner and baker Syd Aston said: “Times are tough and making ends meet sometimes means that people have to cut corners and, sadly, food is often one of them. We strongly believe that everyone deserves a taste of good, honest, Real Bread, so we’re teaming up with a local food bank and our customers to do our bit.” 

Real Bread Campaign coordinator Chris Young said: "We'd love to hear from more small bakeries that are finding ways to bridge the gap between what it costs them to produce Real Bread and what people in their local communities on tighter budgets can realistically afford."

Giving a bit back

The use of semolina (a milling by-product) and a reduced profit margin has also enabled Aston’s to sell The People’s Loaf for around 25% less than its standard 800g white sourdough.

Syd added: “We're trimming our profit on this, so people who are able to support the scheme can also enjoy this fantastic loaf for a bit less.”

During Sourdough September, the bakery is also doughnating 25p for every People’s Loaf sold to Sustain, the food and farming charity that runs the Real Bread Campaign.

Syd’s range of Real Bread can be found at a dozen farmers’ markets across London, as well as organic shops in the capital and around Berkshire, Wiltshire and Oxfordshire. 


Download the free Real Bread for All guide

See also

Published Wednesday 27 September 2023

Real Bread Campaign: The Real Bread Campaign finds and shares ways to make bread better for us, better for our communities and better for the planet. Whether your interest is local food, community-focussed small enterprises, honest labelling, therapeutic baking, or simply tasty toast, everyone is invited to become a Campaign supporter.

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