Whitacre Heath, North Warwickshire
A shop-keeper uses his loaf!

Apply News serves the little village of Whitacre Heath - a population of just over 500 people, whose nearest alternative shopping is several miles away in the town of Coleshill.

The Vital Villages Retail Consultant, Ken Parsons visited the store at the invitation of shop-keeper Mr Peter Wright. Ken's specialist experience with village shops means he can offer sensible advice and practical solutions: he had the idea of installing a small in-store bakery, providing fresh bread daily to encourage local people to come in to the shop. Mr Wright could see the potential - and has found that the idea has worked a treat: "The smell of fresh baked bread is bringing back the customers and giving me confidence for the future".

"This small improvement has helped beyond my expectations - I'm very pleased with the growth in sales. The bread, pies and cakes are selling so well, that I'm now doing a selection of filled baguettes to order: I'm getting new customers from Hams Hall Manufacturing and Business Park, buying their sandwiches for lunch here," said a delighted Mr Wright.

Mr Peter Wright with a £660 grant cheque towards his new instore bakery
with Counillors Jean Lea and Ray Sweet

A Vital Villages Grant of £662.50 provided just under half of the funding needed to buy and install the new service. Mr Wright applied for a second grant from the Vital Villages scheme, for a freezer to cope with the new demand for bread and cakes. Vital Villages also gave a further grant to further increase the takeaway service of the shop by supplying funding to buy and install a carvery unit, including electrical work.

And he is keen to try any further ideas to improve his business. Whilst the shop has the real look of traditional village shop on the outside, he knows it would benefit from a more modern layout and display inside. Now he's found out about the Vital Villages project and the range of help and support he can get, he's keen to stay in touch. He's welcoming more free, expert advice from the Vital Villages shop advisor, and he's also keen to visit shops in other villages to see what good ideas they may have.

On the other hand, if any shop-keepers want to see an in-store bakery in action they are welcome to visit Apply News - but they are unlikely to escape without being tempted to buy a fresh, newly-baked loaf of bread or a bag of cakes!