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 business has a very flat management structure and the directors are fully involved. As a result, its decision making process can be hours rather than weeks compared to competitors. The firm has a commitment to react to its customers’ needs in a very timely manner and is seen as a supplier who listens to customers’ needs and then finds a timely solution to satisfy these needs. It has invested in the very best equipment and processes, in a very clean and food safe environment and, most importantly of all, understands baking and the craft of making quality products in volume combined with provenance, skills and great service.