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Our Family

Genesis Crafty Timeline

1968

The McErlain family kitchen: where flour power really began.

McErlain's Home Bakery, painted a lovely toasted wheaten colour.

Our Family

PEOPLE OFTEN SAY: SIX?  SERIOUSLY?

Yes, it’s true, we are six brothers and six bakers, and we all work together running the family business in Magherafelt, Northern Ireland – hand-crafting delicious, award-winning, superior-tasting baking for you and your family.

We grew up surrounded by flour, eggs, butter and yeast.  Before school, after school (even, occasionally, instead of school), we were here in the bakery our parents Joe and Roberta founded back in 1968.

And we’re all still here every day.

But we’re not the story really. The baking is. We stick to our age-old recipes, traditional methods and high-quality ingredients for one reason – taste.

And there’s no great secret about how we get that taste.  Small batches keep the dough soft and moist. Working it by hand gives it extra fluffiness. Hand-pressing our butter pastry into the baking trays keeps things light.

It makes a difference you can, well, taste.

FAMILY THAT LOOKS LIKE A BUSINESS OR BUSINESS THAT LOOKS LIKE A FAMILY?

Yes.  Neither.  Both.  Whatever the truth is, it works.  Our bakery is a 24/7 operation these days, making all our lovely Genesis Crafty goods as well as own-label ranges for major names such as Marks & Spencer, Tesco, Waitrose and Brakes.

We’re growing all the time too – there are over 220 of us busy in the bakery now, with more to come.  Our baking wins awards (including three Great Taste Golds in 2013).  But most importantly of all, word – like butter on a slice of warm toasted wheaten – is spreading.  Taste talks.  It says, you’re in the right place.

Enjoy.