Monday, October 22, 2012
Staff at the John Lewis store in Norwich were whisking, sifting and pre-heating ovens this month in celebration of National Baking Week.
The shop has been whipped into a baking frenzy by holding its own bake-off competition to raise money for Sexual Violence Alliance, a sexual abuse support charity, and St Martins Housing Trust, which provides help for the homeless.
Organisers said staff were keen to show off their culinary skills, and held a range of cake-inspired activities, from bake sales to cake competitions, to raise money for their nominated charities.
Alison Rowland, the store’s charities liaison co-ordinator said: “I am delighted that so many of our partners participated in National Baking Week. We discovered we have a team of baking enthusiasts, which really helped to create a great atmosphere and friendly rivalry, all for a good cause.
“We were really proud to partner with SeVa and St Martin’s Housing Trust to fundraise and support the important work it does locally.”
The shop’s national statistics show that sales of food mixers are up by 62pc, and sales of children’s baking kits have increased by 22pc.
Nicola Hattersley, cookshop buyer at John Lewis, said: “Baking is a fun activity which gives parents a great opportunity to spend time with their kids while helping them learn a new skill at the same time.
“This year we have seen a spike in sales of kids’ cook sets at the same time as the adult range.”