Matthews Cotswold Flour, one of the UK’s oldest and still most innovative family-run flour mills, which is based near Chipping Norton, is celebrating a key milestone in its meteoric lockdown-fuelled expansion, after securing listings for three of its speciality flours in Waitrose and Tesco. Waitrose has increased its shelf presence and Tesco has expanded its Matthew Flour range from four to eight flours. These new listings come in response to an increasing demand from home bakers seeking the same high quality, great-tasting, unique blends that professional artisan bakers use to produce their bread.
Bertie Matthews, the dynamic young Managing Director, explains: “Matthews Cotswold Flour is a family business that has been trading grain and milling flour in the heart of the Cotswolds since the 1800s but, in 2020, the lockdown baking boom led to the most rapid period of growth ever experienced in our long history. Our mission now is to develop British baking and build on this renewed interest by continually creating new distinctive flours that meet the needs of an increasingly ambitious baking population.”
Bertie continued: “These bakers are not just customers. Many have joined the Matthews Cotswold Flour community that is thriving on our social media channels and in our Baking Club, supporting each other, sharing tips and recipes. We listen closely to this community and work with a team of artisan bakers to create flours that meet the needs of professional bakers but then make these flours available to home bakers too. It is demand from these consumers that has led to these new listings. We are delighted that Waitrose and Tesco have recognised our expertise in the speciality flour market and we are confident that this is just the start of our retail presence.”
As of September 6th, Waitrose is now stocking 1.5kg bags of specially formulated Cotswold Crunch, Cotswold Eight Grain and Heritage Bibury Barley. These flours have been created using heritage and ancient grains, amazing ingredients that have remained unchanged for years and make flour that is fantastic for baking and offers a unique taste.
Also since 20th September, Tesco has increased the range of Matthews Cotswold Flour products that it stocks to include 1.5kg bags of the following: Organic Plain Flour, Organic Self Raising Flour, Strong White, Wholemeal, Dark Rye, Churchill, Cotswold Crunch and Eight Grain.
Matthews Cotswold Flour’s mission is to lead the transformation of the speciality baking products market into the 21st century and they aim to achieve this through supporting sustainable food sources and developing products that enhance nutrition, taste, understanding and experience. Matthews Cotswold Flour works with farmers to grow in a sustainable way that protects the soil and develops wildlife and is working to increase regenerative farming practices across all their suppliers.