My baker’s dozen: Cath Lloyd-Williams

Who are you?

I’m Cath, aged 47, based in Bewdley, Worcestershire. I grew up in Somerset and moved to the midlands in the late ‘90s.

What’s your relationship with the rise of Real Bread?

I run The Doorstep Baker microbakery, selling my Real Bread (plus other baked treats and soups) at local markets and to some small businesses.

What does Real Bread mean to you?

Making Real Bread brings me moments of solitude to express myself, ask myself questions about my life and process all kinds of feelings. Ultimately it brings out the truth of ingredients.

Where, when and how did your love of Real Bread begin?

When I taught myself to make sourdough for my business. I discovered the Real Bread community more fully after I’d planned the launch.

What do you do?

I use my home kitchen to make sourdough, tinned loaves and other doughy products, including some without gluten. I have a market stall and a local farm shop stocks my sourdoughs. I also run bread making workshops in my home kitchen. 

What’s your aim, mission, ethos or motivation?

To bring an artisan bread experience to people with severe tree nut and peanut allergies. In our household we can eat gluten but enjoying beautiful bakery products was not for us, due to the risk of nuts in them. Being able to provide something and say, “yes you can eat it”, is very positive and anxiety relieving. To bring something good and sustainable to my local community has been another huge part of my motivation. It also helps me live a more authentic life, with a better balance of home and work. 

How did things develop?

I was a passionate home cook and was offered a life-changing opportunity to work as a cook in a café. A childhood fantasy that became reality. After a few years I returned to the world of project work, for a local charity. I’d already attended a local course on vienoisserie and sweet dough. Then I started to manifest ideas about providing a home food delivery business, without the need for premises or huge set-up costs. I didn’t know how to make sourdough starters or bread, so as you can imagine, that took a while! I developed all the customer journey admin and built my own website. I also completed an online cake business course with social media and knew this would be transferrable to other food products too.

Did you have a ‘screw it, let’s do it’ moment or other epiphany?

I had decided I would run this business part time, alongside my work role as a project worker. I was pushed too, by a very good friend at work. She knew I had this idea and said I should just do it and that she would be my first customer to sign up. That was it - I just needed that one person to say, do it! I eventually handed in my notice and devoted myself full time to this business from the start. 

What and who has helped and inspired you along the way?

I owe a lot to friends and family that have supported me and believed in me. Many people I have worked with and volunteered for have given me unconditional encouragement too. A local farm shop approached me for my sourdough loaves, so they have helped me to reach more customers. A local private chef orders regularly and gives constructive feedback. Local market providers and event holders have helped my business to grow and reach more Real Bread lovers. My direct customers have been so supportive and encouraging.

What have been your biggest challenges so far and how you have tackled them?

I launched my business in February 2020, so faced the Covid crisis straight away. My business was designed to bring homemade food to people who were very busy working, caring, living life etc. I offered this on a subscription basis, so there would be no food waste. I supplied a lidded plastic box for each customer to keep on the doorstep, so it was contactless from the outset. I had a waiting list and was under pressure, but I enjoyed having structure. I developed a very special relationship with many of the customers over that scary time. Over three years I delivered thousands of orders to homes in my local community. 

Another challenge has to be the rising costs of food and packaging, as well as the scarcity of ingredients at certain times. It’s guided me to take part time work alongside running this business.

What have been your highlights so far?

Iin summer 2023 I was invited to the Free From Food Awards, shortlisted in the nut and peanut free category. When the photo of my classic sourdough came up as the gold medal was being announced, my sisters and I gasped! It really was a surprise to get any award, let alone a gold. I was also a runner up in the product of the year category. I am still so proud.

Do you have any top tips?

Believe in yourself. You really can do it if you want to. You don’t need to have all your ducks in a row - just start. Another tip is to get preorders from the outset. It eliminates food waste and that is very satisfying as a product maker, not to mention the good it does for the climate. 

Comic book artist Stephen McCranie said: “What’s the difference between a master and a beginner? The master has failed more times than the beginner has tried.” I like this because I always see myself as still learning, even though others see me as a knowledgeable baker. Comparing yourself to anyone else is pointless, because you know nothing of the failures they’ve had.

What’s next?

I’ve written a book, due out in October 2024. I wanted to create a record of the recipes I use, so my family and friends can keep them for years to come. If anyone else benefits from the way I have tried to simplify them, I would be very happy.

@thedoorstepbaker

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Originally published in True Loaf magazine issue 60, October 2024.

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See also

My baker’s dozen: Martin Naish