• Good in Bread is your modern-day bread delivery truck.

About Us

We bring you the freshest quality in Sourdough artisan bread straight to your doorstep making it a hassle-free and delicious experience. Every week, we send you our choice of Sourdough bread, always ensuring that you are receiving not only the best tasting bread but a wide variety of loaves to suit every taste in your household.

Our Promise

Our Founder

EMILY CARON

Once Upon A Time In Brittany...

Ever since I was a child, I have been passionate about bread. Half-French/half-American, I was born in Brittany, France, where bread was at the centre of our daily lives. As far back as I can remember, fresh bread was always placed inside a wicker basket in the middle of the table accompanying my family’s meals, 7 days a week, 4 times a day, never forgetting the infamous "goûter" at 4pm. Weekends were all the more special, as our father treated us religiously to fresh croissants, 2 baguettes to last the family through the day, and the always popular skinny baguette, the Ficelle. Bread was a major part of our lives as it brought our family together whatever the occasion. With boulangeries present at every street corner, access to good fresh bread was a given.

From Father to Daughter

My father built a business in the food industry in France. His career was built on optimising the production of baked goods to bring the highest quality madeleines, brioches, crêpes and other specialty cakes from Brittany to households all over the country.

Bread as a category was a universe my father knew a great deal about and shared his knowledge with me growing up. I remember visiting his manufactories, finding great pleasure in smelling the fresh dough as it was about to go into the ovens and watching the finished product come out perfectly shaped and plump on the other side. What stuck with me was his obsession with optimising the process every step of the way to guarantee the highest quality baked goods for his customers.


London Mum Seeking Fresh Bread

Today I am a mother of 2 living in London. Recently I have been finding myself lacking easy access to great fresh artisan bread in London. As a working mother, I often cut corners, resorting to buying industrially-packaged sliced bread because I simply needed something to feed the kids in the morning and found it increasingly difficult to get to a bakery after work. And it wasn’t for a lack of trying! The options for fresh artisan bread around us were few and far between, so I just ended up accepting the status quo. This became a source of incredible frustration for me. There was clearly an opportunity to bring good quality artisan bread to kitchen tables across London.

Sourdough All The Way

After spending nine years in the music industry, I started to take a keen interest in Sourdough bread. I learned that I could make the magic happen in the comforts of my own kitchen with basic ingredients such as wheat flour, water, salt and a little bit of time, and I became completely mesmerised with the practice and the new challenge it represented for me. I also quickly discovered the surprising benefits of Sourdough bread on our general health and digestive system as I began to notice the effects on my own body, feeling much less heavy after eating Sourdough bread than with the store-bought equivalent. This key difference, I discovered, was due to the natural leavens as well as the slow fermentation used in the making of Sourdough, leading to lower gluten levels in the finished product than its industrial counterpart, which often uses other agents to bake bread at speed. I had no idea!

The Good In Bread Story Begins

So I started Good In Bread to share my genuine excitement and discovery with all the Sourdough bread-lovers. I started it is a one-stop destination for those, who, like myself, lack and need hassle-free access to great quality bread, organic spreads and general nutritional information about Sourdough baked goods. I truly believe there is something uniquely special and comforting about having fresh Sourdough bread available at all times in the home. I hope that through my business, I can help make people’s daily lives easier, more enjoyable and just taste a whole lot better!