A little crumb goes a long way: Pasties, Perks and a pinch of purpose

St Mawes bakery is breaking the mould (or should we say loaf tin!) with a new innovative loyalty scheme. The generational family bakery is at the heart of its community and was recently put on the map when it was named one of the top five in Cornwall by The Times newspaper. Their pasties even made La Liste's list of the best. 

The Crumbs club was the brain child of Oliver Curtis (the bakers son) who, after graduating with a degree in Maths, came home to help in the family bakery. Oliver said of The Crumbs club 'I was looking at our data and realised we have a high number of regular customers. This observation laid the foundation for an idea that eventually grew into The Crumbs club. We wanted something special that would allow us to give back to our customers which also makes business sense'. This concept - often referred to as double materiality is about making decisions that are good for both people and profits, is at the core of how St Mawes bakery 'does business'. Considering the 'community and our coffers' as Oliver puts it. 

St Mawes bakery has the community at its heart and even gave every household in the parish a piece of cake to celebrate VE Day during lockdown. Jane Curtis (owner of the bakery) commented 'The bakery was born out of necessity in the days where you would make a loaf and the local baker would bake it for you. We are proud to carry on that tradition of baking in St Mawes. The Crumbs Club is another way we are giving back to the village'.

You can sign up for St Mawes bakery's The Crumbs club here. 

Helpful links:

Cornwall live article - more information about La Liste mention. 

Falmouth packet - more information about Times mention.