Sir: Your article ‘A Kingdom seized and reinvigorated’ (2 June) was right in saying St Andrews Bakers acquired some of Kingdom Bakers’ assets, recruited some former employees and has obtained much of Kingdom’s lost business. But St Andrews is not a relaunch of Kingdom under new ownership.
We are a leading Scottish supplier of fresh baked rolls and traditional confectionery. Our strategy is to partner with customers to grow their bakery business. We have created new roles within the organisation focused entirely on consumer research and NPD, making St Andrews a completely new type of artisan bakery.
Joel Rubenstein, chief marketing officer, St Andrews Bakers