Meet our founder

Hi, I’m Emily.

A sourdough-obsessed baker and busy mum of three.

When I launched Good In Bread in 2020, I saw an opportunity to disrupt a stale category and add a dash of sass and a sprinkle of fun to the kitchen. My goal? To create a brand that doesn’t just capture attention but connects with people in a meaningful way. Today, my team and I deliver artisan sourdough five days a week and offer a bake-at-home range for aspiring bakers.

Growing up in Brittany, where bread is practically a religion, I learned to appreciate authentic, high-quality bread. My love for baking eventually took me to Le Cordon Bleu London, where I mastered the craft, diving deep into the magic of fermentation and the art of a perfect crust. There’s something deeply seductive about a warm, crusty loaf, fresh out of the oven, ready to be torn apart…

That's why I decided to name the brand, Good In Bread, a playful pun that captures our essence perfectly and celebrates the seductive power of sourdough.

So, if you love sourdough, order today. I'm sure we won't disappoint!