Finance director Claire Leftwich reveals how the family bakery is investing in people, skills and its Lazonby home as it plans for its next chapter of growth.
Finance director Claire Leftwich has described Bells of Lazonby’s rural Cumbrian location as both its “greatest strength and biggest challenge” as the bakery marks 80 years in business.
The company is now planning to expand its Lazonby site as it looks to grow its “craft at scale” offering across both retail and foodservice.
“Our greatest challenge is also one of the things we are most proud of,” said Claire Leftwich in a recent interview to mark the celebrations. “We are a Cumbrian business through and through. Lazonby is part of our identity and always will be, and it’s a legacy location we are committed to for the long term.
“But that does come with challenges. We are not ideally located for supply chains, and recruitment can be difficult when you are competing with larger cities for talent.
“There is a finite pool of people within a commutable distance who want to work in bakery, and that’s something we have to work hard to overcome as we grow.”
Bells of Lazonby currently employs around 420 people, making it the third largest employer in the county and a major contributor to the local economy.
To support recruitment, the business has invested in initiatives including free transport for staff from surrounding areas such as Carlisle, while also building strong links with the local community through apprenticeships and long-term career opportunities.
Claire, who joined the business two years ago from Lakeland Limited, said that despite the challenges, the company’s people and culture remain one of its greatest assets, she added: “We are incredibly proud to be one of the largest employers in the area, and that responsibility is something we take seriously.
“We employ multiple generations of families, we bring in local apprentices, and for many people this is not just a job, it’s where they build careers and relationships.
“There are people here who have met their partners on site, who have worked alongside parents, siblings or friends. That creates a real sense of community and belonging. It’s not something you can manufacture – it comes from being rooted in a place like Lazonby.”
This strong local employment base plays a key role in supporting the wider Cumbrian economy, particularly in rural areas where large-scale, long-term employers are limited.
By providing stable jobs, skills development and career progression, Bells of Lazonby continues to contribute to economic resilience in the region, helping to retain talent locally and reduce the need for workers to move to larger cities.
When asked recently about what had made Bells of Lazonby survive and thrive for 80 years, second generation baker Michael Bell stated Bells of Lazonby has always been guided by the “three Ps” – people, products and profits – with its ability to pivot key to its long-term success.
He said: “My father always said there are only three things you need to worry about in business, the three Ps. You must look after your people, and you must exceed their expectations of you. You must look after your place and you must make profit. Together they all sit in the same economic sandwich, profits support people and place. We have a big impact on a place like Lazonby, it’s about maximising the positive impact and minimising the negative.”
Founded in 1946 by Second World War veteran John Bell, Bells of Lazonby began as a small bakery and shop attached to the family home, delivering bread and groceries across the Eden Valley before expanding into wholesale supply.
As demand grew, the company moved into larger premises in the 1960s and steadily scaled up production, building long-standing supermarket partnerships while remaining rooted in its village heritage.
The business has consistently evolved with changing consumer demand. In the 1990s, it became an early adopter of organic baking, and in 2001 it opened one of the UK’s first dedicated free-from bakeries, helping to pioneer gluten-, wheat- and dairy-free products. Focusing on its hero product, and greatest growth area ‘We Love Cake.’
Now run by the second generation of the Bell family, Bells of Lazonby has grown into a major UK supplier across retail and foodservice, while continuing to operate from Cumbria and staying true to its founding values of quality, craftsmanship and community.
