When it comes to bread, Emily Caron believes it should be anything but ordinary. The half French, half American mum of three grew up in Brittany, where bakeries lined every street corner and bread was second nature. Now based in London, Emily is the founder of Good In Bread, a subscription-based artisan bakery that delivers fresh sourdough straight to your door. From perfecting her craft at Le Cordon Bleu to building a playful, sustainable brand with a “dash of sass,” Emily shares her journey, challenges, and the joy of creating bread that’s good for the body, soul, and planet.
Emily, can you tell us about your background and how your childhood in Brittany inspired your love for bread and baking?
I am a half French, half American mum of 3, living in London. I grew up in Brittany, France, where local bakeries were at every street corner and great bread was practically a religion!
What motivated you to launch Good In Bread in 2020, and how did the name come about?
I moved to the UK in my early 20s but it wasn’t until I had my first child that I realised easy and accessible options for great bread were few and far between. So in 2020, I took matters into my own hands. I started learning how to make sourdough bread via online tutorials and attending countless workshops. After many failed attempts in my home kitchen, I finally decided to take the leap and attend baking school and launch Good In Bread simultaneously. Sourdough quickly became a passion; enjoying the process, the science and the sensuality that comes with making and enjoying great sourdough bread. 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.
You studied at Le Cordon Bleu London -how did that formal training shape your approach to sourdough and fermentation?
It was a life-changing experience! Without Le Cordon Bleu, I wouldn’t have the know-how or techniques that I have today. Yeast is still used as the main leavening agent in the classroom, however, fermentation and sourdough processes are a big part of the curriculum. But more than anything, it opened me up to the world of baking bread. With sourdough and slow fermentation, you can make anything you want, as long as flour, water and salt are a part of the equation.
What is the mission behind Good In Bread, and how do you define ‘healthy artisan sourdough’ in your baking philosophy?
We are committed to bringing you some of the most delicious “healthy” bread in the UK. We believe that, if done the artisan way, 100% authentic Sourdough bread can not only be good for the soul but for the body as well - no preservatives, full of nutrients, easy to digest and full of good gut bacteria!
You offer both ready-to-eat sourdough deliveries and bake-at-home kits. How do you balance innovation, consistency, and scale while preserving artisan quality?
We try to focus and super serve on what we think our customers need at all times. What they need is great bread and baked goods, every day, no matter the shape it takes. That’s why we came up with our starter baking kits. Whether you’re a budding baker or a sourdough enthusiast, our mission is to deliver you great sourdough bread. The first option should always be to make it yourself. But second to that, why not enjoy all that it offers, without having to leave your house or queue for ages at the bakery!
Where do you source your flour and ingredients (such as wildfarmed flour), and how do you ensure they align with your sustainability and quality values?
We work with great suppliers and flour producers, such as Shipton Mill, The Snapery & Wildfarmed, which all align well with our business values and philosophy. Regenerative flour is better for the environment and healthier than regular flour because it supports farmers, and is a more nutrient-rich flour.
Good In Bread promises 100% eco-friendly packaging. Can you walk us through your choices, challenges, and impact here?
We want to offer a sustainable solution from the product you eat to the packaging it comes in. Of course, there are challenges to this when it comes to keeping the product fresh, but that is why we encourage our customers to freeze their bread as soon as it lands on their doorstep. This, again, is an effort to reduce bread waste as it leads to more sustainable consumption practices in the home.
Delivering artisan sourdough five days a week across Great Britain is no small feat. What have been key operational hurdles and how did you overcome them?
We are constantly working through these logistical hurdles. We went from partnering with a local delivery partner in London last year to a nationwide logistics giant this year. This comes with its own challenges, but we learn and we grow. Sometimes, things happen that are out of our control - and we do our best to mitigate these errors. Making mistakes is part of the process! We are lucky that our customers are supportive and understanding.
How do you engage with your customers and build community - for example, what role do social media, newsletters, and feedback play in shaping your brand?
It’s a hugely important part of our business day to day and strategy. Our customer service person is an integral part of the team. She’s a real person with a first name; not a bot. Feedback is an integral element to how we run the business too. We take it all very seriously. Social media is amazing for the “edutainment” aspect of our product and we love LinkedIn for more founder-led stories. Storytelling comes in all shapes and sizes and we love how it morphs depending on where and whom you tell that story to. There are so many stories to tell when it comes to running a bakery business! Let alone a start up.
Good In Bread has a playful, irreverent voice (a ‘dash of sass’). How did you land on that tone, and how do you ensure it stays authentic as you scale?
It’s been a work in progress. We started with a brand name and everything flowed from that. We had to stand out in a sea of beige bread and supermarket aisles. So authenticity is key because we are selling a very emotional product. Bread isn’t just bread; it’s one of the daily staples that is in your home, all day, every day. It should mean something more! The brand name, voice and personality are a reflection of that.
What’s one major setback or failure you’ve faced in the business, and what did it teach you about leadership, resilience, or baking?
I think overlooking the “bottom line” for as long as I did meant that we are still playing catch up. When I first launched, I had zero business experience and no business partner to help me make sense of the numbers. We are improving every month. It’s a slow burn but I’m not in a hurry. Surrounding myself with great colleagues, mentors and friends has been a huge asset in the past couple years. You’ve got to share every aspect of the business and not be afraid to sound or look stupid when asking those difficult questions. Leadership for me has meant being vulnerable and accepting that I can’t be good at everything; and letting the people who are good at other things take the lead when it feels right.
Where do you see Good In Bread in the next 3-5 years? Any plans for expanding product lines, new markets, or new business models?
We are super excited to see where the business goes. B2B, wholesale and even retail are in the pipeline! Watch this space.
What advice would you give to other passionate bakers or food entrepreneurs who want to turn their craft into a sustainable business?
Learn and perfect your craft before you become a seller of this product. You need to build confidence and knowledge in the category you’re in. Live and breathe your product and become your number 1 customer. Be your best and worst critic. Send it to as many people as you can and then ask lots of questions, even if you know you won’t like the answers. The opportunities are in the answers you don’t always want to hear.
Is there a particular memory, customer reaction, or ‘aha’ moment that stands out as especially meaningful since you started Good In Bread?
Our bagels have been our biggest revelation. They are so tasty and soft and delicious. Who knew bagels could be so light and digestible? Have you tried them yet?
If you could bake bread with any celebrity, past or present, who would it be and why?
Chad Robertson from Tartine in San Francisco. Paul Hollywood, of course, but more because I find him hilarious and quintessentially British. Julia Child would have been fun to bake with, as would Martha Steward and Ina Garten, the legends of the American homemaking world.
What’s your ultimate comfort food pairing with sourdough - sweet or savoury?
Savoury all the way. Smashed avocado, crumbled feta, cherry tomatoes, fresh parsley, chilli flakes and olive oil will get me going for hours.
What’s one bread myth you’d love to debunk for our readers?
Bread makes you gain weight! Total nonsense. Great quality artisan sourdough bread can be a fantastic contribution to your daily nutrition. If it’s the right bread, the right quantities and the right times of the day, it’s a no-brainer, healthier bread that’s good for the soul and the body!
Emily’s story proves that bread is never “just bread.” It’s craft, science, comfort, and community all wrapped into one delicious slice. Through Good In Bread, she has made sourdough more accessible, sustainable, and soulful, bringing the heart of French boulangeries to homes across Britain. Whether you’re baking your own with one of her starter kits or unwrapping a loaf delivered to your doorstep, Emily’s passion for bread is baked into every bite.
