Ludlow baker uses his loaf to land bread award

Shoppers are flocking to SC Price & Sons in Ludlow to get a taste of the sourdough seeded loaf made at the bakery in the town's Castle Street.

The loaf was named specialty bread product of the year at the Baking Industry Awards 2013. Peter Cook, who runs the bakery, was presented with the award at a glitzy ceremony in London by singer and TV presenter Myleene Klass.

And the loaf has also got a big thumbs-up from tasters out on the town's streets.

Mr Cook said news of the award win had travelled fast – and had resulted in an explosion in popularity for his new creation.

He said the new invention came about after a customer told him she liked his sourdough loaf but commented it was not "rustic" enough. So he set about improving upon it.

Mr Cook said: "For the new recipe, I use a rye starter, add white and wholemeal flour, then mix in seeds such as linseed, sunflower, poppy and sesame before adding in malted wheat flakes and a new ingredient – wild fennel pollen.

"The taste is really subtle. The customer really loved it."

Mr Cook received the award in front of more than 800 industry guests at a gala awards ceremony at London's Park Lane Hilton. He was presented with the award by former HearSay singer Klass and Keith Houliston, sales director of Craft Sector and Foodservice at award sponsor Bakels.

Out on the streets of Ludlow, the overwhelming majority of people who sampled the award-winning loaf, which sells for £2, gave it a big thumbs-up.

Beryl Cartwright, a pensioner from Church Stretton, said it was "very nice indeed", adding: "It would be even nicer with a bit of butter on it."

She was in the town with her brother Stuart Seaton and his wife Jan, who were visiting from Suffolk.

Jan said: "It's got a lovely aftertaste to it, like a little nutty flavour.

"We have had sourdough before and not really liked it, but this is much better."

Stuart said: "It's delicious, I really like it. We will be popping into the shop to pick up a loaf to take home with us."

Alan Boundford, from Knighton, was equally impressed.

"It's really nice," he said. "It's better than any other bread I've tasted."

Married couple Joe and Alison Martin, from Warrington, were visiting the town and also took the opportunity to sample the award-winning loaf. "It's very nice, I do like that sort of bread," Alison said.

Joe added: "It's a little bit different, I like it. I would buy that, I would imagine it is nice for sandwiches too."

But husband and wife Desmond and Ilse Jones, from Llanfyllin, were not as convinced. Ilse said: "I like sourdough but I find this a bit gooey, a bit chewy. Usually we buy specialty breads but I wouldn't say this was particularly outstanding."

At the bakery, Mr Cook also makes cakes and pastries, but breads are his specialty and he makes 30 different types.

They range from traditional British loaves to sourdoughs, ryes, spelt breads, wholemeal, malted breads, plus olive and pumpkin, and dark ale and walnut.

The awards are run by British Baker magazine and prizes are awarded across 11 categories.