Let's Get Down To Business - Tom Tuite Dalton

TOM Tuite Dalton, 55, launched his business, the Boston Road Baker, three years ago. He now bakes on a Tuesday and a Friday and sells sourdough bread direct to consumers. He also delivers fresh sourdough pizzas by bicycle across Henley on a Friday. On wet days he sells his bread from the Bread Yard straight from the oven. He is married to Tarie.

Describe your business

Maker of sourdough (aka naturally-leavened) bread using local flour made from locally grown wheat (Hambleden) for the local market, with minimal wastage and carbon footprint. The business sells direct to the consumer in and around Henley and to a gastropub (Chequers Inn, Fingest) the café at the d:two centre and the village shop in Lower Shiplake.

How many people does it employ?

I’m a sole trader with no employees.

What did you do before you started this business?

I was a stock-broking analyst/salesman in the City of London for 20 years, then an investment writer for Invesco Perpetual in Henley.

When did you start your business?

January 2020.

What was your objective?

For some time I had wanted to move away from office work and politics and be my own boss again. I have always enjoyed simple food made with good ingredients, including bread. In 2018, I booked into the Bertinet Kitchen Cookery School in Bath. I came away evangelical about good bread and about sourdough bread in particular. While not the most lucrative path, I saw that this could be a more satisfying way to make a living (and made me realise just how unappetising most mass-produced bread is).

Who or what influenced you?

Initially, Richard Bertinet, who created a business that now supplies Waitrose with sourdough and runs the school. I would then supply sourdough bread to my Airbnb guests at breakfast to universally positive feedback. One of them turned out to be Graham Cuthell, former private chef to Baron Lloyd-Webber, who had been hired as a consultant by the Hart Street Tavern. He was particularly complimentary about my bread and asked if I would consider supplying the tavern. One thing led to another and I was lucky enough to get my first break supplying Spoon in Henley. Then lockdown happened, which was when the home delivery subscriptions took off.

Do you have a mentor or role model?

I guess Richard Bertinet, who left school at 14 and went to work in his local village bakery in Brittany. He built up and sold a successful large real sourdough bread business in the UK. He has shared his knowledge widely and is respected as an expert in his field.

What would you do differently if you could start again?

I would probably have made my mobile phone number more widely available.

How is your business doing?

It is doing similar to last year — it is hard to say but the higher cost of living is reportedly encouraging consumers to trade down. That said, people are becoming more aware of the perceived health benefits of bread made with slow-fermented dough.

How do you market your business/service?

I had some coverage at the start from the Henley Standard and this generated a few leads. I have also used social media.

What’s the best thing about running your own business?

No office politics. I like being in control and being able to adapt quickly if and when necessary.

What’s the most challenging aspect?

Logistics: making artisan sourdough bread is labour-intensive while the selling shelf-life is quite short. Although a sourdough loaf will last well over a week and it freezes extremely well, it is only natural that people want to buy it as soon as it is out of the oven.

Where is your business headed?

Small batch production from my converted front room remains perfect for the business’s needs right now. Sourdough pizzas are currently offered on Fridays only and I see scope to develop this. I have recently been acquiring flour from Colstrope Farm, Hambleden. This is Maris Widgeon wholemeal flour and the wheat has been regeneratively farmed with wildflowers, giving the bread a distinctive flavour and aroma. Within the next year I would like to be using only flours made from wild-farmed wheat and ideally from farms within a 20-mile radius of Henley.

What’s the most valuable thing you’ve learned?

It is essential to have a dialogue with existing and potential customers.

What three qualities are most important to success?

Good salesmanship, fulfilling customer need and controlling costs.

What’s the secret of your success?

We have maintained cash flows against an unusual economic backdrop.

What would you advise someone starting a business?

Take it slowly. Set realistic goals.

What’s the biggest mistake you’ve made?

Making online purchases without proper analysis.

How organised are you?

There is definitely room for further improvement.

How do you dress for work?

It’s important to be clean and tidy. I’m toying with the idea of branded shirts, aprons etc.

What can’t you do without every day?

Strong morning coffee.

Lunch at your desk or going out?

Usually at home, sourdough sandwich or homemade sourdough pasta, fresh fruit, chocolate.

Do you continue to study?

I often listen to podcasts while preparing loaves. I’m interested in history.

How are you planning for retirement?

I have a self-invested personal pension, which I paid into during my financial career.

Interview by Will Hamilton, intermediary, global marketing consultant and Henley town councillor