Artisanal bakery Ground is aiming at 10 locations in South Wales as the brand continues to thrive.
Owned and run by Pembrokeshire-born Tom Simmons and partner Lois Thomas, Ground has six outlets, and now the plan is to add four more.
Support for the expansion has come from Tata Steel subsidiary UKSE which makes strategic investments in Welsh firms with the capacity to strengthen the local economy and create lasting jobs. Ground now employs 80, and plans to take on another 40 staff when the extra locations are launched and to double turnover.
The most recent venture is Ground Whitchurch in the high street of the Cardiff suburb, which is a new formula.
“We are developing a new concept here with the emphasis on fresh food to ‘grab and go’ with food ready to eat, and this is likely to be the model for further growth,” explained Tom.
Reflecting his status as an award-winning chef, Ground has a high-quality offering in baked products, meals, and, of course speciality coffees.
Retail is also becoming more important and sales of coffee-related products, kombucha and soft drinks, as well as Ground merchandise are proving popular.
“This is definitely something we will be developing alongside our existing offering,” he added.
Michelle Noble, UKSE Area Manager, said she was delighted to be able to support the firm at this stage of its development with an £80,000 loan.
“Ground has established a very strong brand in a relatively short time, achieving this through commitment to quality and an understanding of the communities it serves,” she said.
“We are very pleased to be able to provide capital for expansion to enable the firm to realise its business objectives.”
Ground was first launched in Pontcanna, Cardiff in 2021, and has since expanded to Cowbridge, Penarth, Canton, Whitchurch and will shortly open in Cardiff’s Thompson’s Park.
Baked foods are prepared at its Sully operation and distributed fresh every morning around the network of outlets.
“We are constantly adapting ourselves to the needs of customers and this approach has allowed us to build our brand and expand quickly,” said Tom.
“We are grateful to UKSE, and appreciate their confidence in us, and hopefully will continue to work with them in the future.”
