Fullers Bakery: Rebrand pays off for Goole firm with award success
ARTISAN bread specialist Fullers Bakery is celebrating after its hard work rebranding and focusing on its unique selling point has paid off.
The Goole business picked up three awards at this year's Goole and Howdenshire Business Excellence Awards – one being Overall Business Of The Year.
Set up in 1996 and run by George and Heather Fuller, Fullers is a craft bakery company specialising in artisan bread, traditional breads, confectionery, fresh creams and savoury products.
Mr Fuller said that throughout the process, which began in November, the team had no idea they would take home any awards.
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He said: "We were all gobsmacked. We couldn't believe it."
The business, which has eight shops across Yorkshire, including in Beverley and Howden, has recently completed a makeover of its shops and completely rebranded.
Like many businesses, Mr Fuller said the company took a hit in 2008 due to the economic downturn.
He said: "Retail was particularly bad for us, so we decided we had to look at a rebrand to gain interest again and that has worked for us.
"One area we focused on was the shop image. We went for a more modern look and got new vehicles and uniforms.
"Within the product range, we decided to expand our unique selling point – speciality breads.
"We have found there was an untapped market for this.
"We also decided to move into wholesale businesses. We have increased that quite considerably over the past two years.
"It has all been about a complete reassessment of our business and customer needs."
Mr Fuller believes the awards, now in their third year, help to highlight the impressive businesses in the region.
He said:"It is a very pleasant feeling to win these awards and they have certainly made us realise there are some exceptionally good companies in our area that need support and should get support."
Karen Birdsall of Fullers Bakery took home the title of Employee Of The year and the company also scooped the prize for the Business Of The Year (over 20 employees).
Mr Fuller said now, the bakery will continue to move forward but with some trepidation.
He said. "In this climate, anything can trip you up.
"But we want to be forward-thinking.
"We have had a very, very lean time since 2008 but we seem to be able to keep our head above water and seem to be slowly but surely moving forward."