We believe that organic food is better for people and for the planet. Simple as that. And we don't believe that bread - which makes up so much of our diet - should be made with emusifiers and e-numbers, or chlorine-bleached flours, which aren’t allowed in organic bread.

In order to convert to organic status, we have had to source literally hundreds of ingredients. It was important to us to continue to offer the bakery’s devoted customers the bread and cakes they love, while introducing our exciting new offering alongside. It took time. But we did it. (It’s the first time that a traditional high street bakery has converted to full organic status, rather than just offering a few organic lines.) We were determined that even our pink meringue pigs would be organic - which meant replacing synthetic food colourings with raspberry and beetroot, in this case! (OK, our cakes are a little less garish - but your children will go a lot less tonto when they eat them...)

To obtain Soil Association status, we then had to submit all our recipes - hundreds of them! - for approval, together with details of our suppliers’ certification. (There are no special privileges just because one of our founders happens to be Soil Association Chairman...) We have to keep detailed records of everything we buy and make, and are subject to regular inspections. But as a result, we can now proudly display our certificate on the wall.

People sometimes ask us, ‘how can I be sure meat/bread/veg/whatever is organic?’ The answer is: look for the Soil Association symbol. And if you'd like to find out more about what organic means - and perhaps even become a Soil Association member, and support their work - click here.