One of the key factors has been the ability to react to customers’ needs in a timely manner by listening to what they want and then delivering them a timely and quality service. By forming such a close and trusted relationship with major customers, the Village Bakery has been able to grow at a much faster rate. The routes it has taken with own label products does have its risks but when you get it right, it can deliver excellent profitable growth. Taking a risk, but a calculated one, the company built a very flexible plant that could be utilised for many different products at a minimum of cost. The founders’ knowledge of the industry has helped the business to select the correct equipment for the vision they have for the future. They have also future proofed the firm’s production capabilities by viewing markets from all over the world to see what trends will head their way which can create risks but the ability to change gives the business growth. Being an indigenous family business based in North Wales, the owners are looking for long term success in the market they know best namely baking! They are not looking for short term wins and are focused on maximising good profitable business for the future. The business also has a stable team of decision makers who want to grow the business in a sustainable way by investing in the business, the plant and most importantly, the people.