January 2023: Trader of the Month - Ed Baker

As the winner of Best New Business in Lewisham for 2022 at the Mayor of Lewisham Business Awards, we’re sure you’re familiar with Ed Baker! We interviewed Ed and asked him all about his business and plans for the future, find out more below!

Tell us a bit about your business:

Ed Baker is a baking business that started during the lockdown, from home, in 2020. Ed Baker is a persona created by Ed (the baker). “Ed” represents the real name of the founder of the business while “Baker” came about when Ed was trying to think about what his future profession will be.

I started selling wholesale in September 2020 and the first two customers were Sans Store (a high-end store in Forest Hill) and the Diogenes The Dog (Wine bar in Elephant and Castle). The baked goods were identified premium by farmers market and I started to do that every Sunday until I opened the bakery.

Why do you trade at Catford Food Market? What makes it unique from other markets?

I maintained Catford Food Market because it is home to many other great food initiatives with whom we share similar visions and values. The market is constantly evolving and has become an attraction in its own right.

The management team at Catford Food Market is equally amazing. The team members are always helpful and always thinking about what can be done to ensure the market is delivering to as much diverse traders and customers as possible.

When someone says Catford Food Market I immediately feel there is a sense of belonging. I love the initiative, the people behind, the noise generated by the traders while setting up, the vibe of the market when the foot fall starts to flow and my existing and new customers pop in to say Hello.

Hard work, sleepless nights, determination, belief, and a tolerance to the English Weather (come rain or shine) 😊

What does it take to be a successful trader?

How important is branding?

Branding is very important. We have a long way to go when it comes to branding but our budget is currently focused on improving our production and operation processes.

How important is customer service?

Customer Service is at the core of everything that we do. There is no business without customers therefore we thrive to deliver top quality products and the highest customer service, every time.

Tell us about your signature bakes and, what makes them unique?

Bread is all hand crafted and takes three days from inception to execution.

French tarts are unlike anything available in nearby bakeries. Each pastry case is baked three times and topped with four layers of different fillings that are all made in-house using genuine ingredients. The same applies to everything we do in-house unless we clearly state otherwise!

How eco-friendly are you?

Our Packaging is 100% recyclable. We don’t use plastic and our food containers and food display is all wooden or metallic.

What are your plans for the future?

Our plan is to increase the range of cheeses, cured meat and other items that people can pair with bread.

2023 will be another exciting year for the bakery and deli shop. We will start serving coffee soon. This means we will have to start making our own croissant and Danish pastry selection, too!

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