It's only f*cking Bread

Why every loaf matters

Last summer, someone drove past the bakery in a white van and shouted out the window at the queue: “It’s only f*cking bread!”*

We laughed... but it stuck with us. Is it really only bread?

On the surface it seems pretty simple: Flour, water, yeast and salt.

But our loaves start with the finest organic flour — often grown right here in East Anglia using regenerative farming methods. No additives, no preservatives and no nasties.

They’re brought to life by Stinky Pete, our in-house starter who’s been bubbling away for three years (and moved here from Denmark). Like a tamagotchi, he needs constant attention. He requires feeding, keeping warm, stimulation - we even take him on holiday with us.

Its a process that can't be rushed. Every loaf takes three days to make. Dan mixes, shapes, rests and bakes each one by hand and then lines them up proudly in the window for all to marvel at.

Then they’re wrapped in our little brown paper bags, hand-stamped with the Mabel mark and sent out into the world. That bag has become a badge of honour — carried proudly through town by someone who managed to snag a loaf before they sold out (which they almost always do).

More Than Just Bread

Mabel is so much more than a bakery. Yes, we make good bread — but it’s the people who walk through the door that make this place what it is. We care about our customers. We remember your stories. We ask after your dad, your dog, your sickness, your last holiday. We celebrate your wins and stand with you in the lows. The connections we’ve made over loaves have honestly changed us.

In those few minutes you’re in the shop, many choose to share a little slice of life — things we never expected to be trusted with. The things people share with us while buying a loaf have been some of the most beautiful, honest, human moments we’ve ever experienced.

We rally the town to support each other and lift up Downham Market as a wonderful place to live. We encourage local businesses to work together and champion each other. We run makers markets in the square and lift up small businesses.

We support local our young people through the Swan Youth Project’s summer lunch programme — making sure those who usually get free school meals don’t go without in the holidays.

We host late night raves, supper clubs and pizza parties. We collaborate with tattoo studios, dog bakeries and candle makers. We give treats to every dog (even the cheeky ones) and we litter pick in the rain.

So yes — to some, Mabel might be only f*cking bread. But to us? It’s everything. ❤️