Matthews Cotswold Flour enlists The Sourdough Whisperer as brand ambassador

By Gill Hyslop

- Last updated on GMT

Matthews Costwold Flour is a proud supporter of Sourdough September. Pic: Matthews
Matthews Costwold Flour is a proud supporter of Sourdough September. Pic: Matthews

Related tags Matthews Cotswold Flour Sourdough September Elaine Boddy Foodbod Sourdough Flour home bakers

The UK speciality flour producer has appointed social media star, podcaster and author Elaine Boddy as its first ever brand ambassador to coincide with Sourdough September, the annual celebration of all things (authentically) sourdough, organised by Real Bread Campaign.

Boddy is founder of Foodbod Sourdough, an online platform dedicated to ‘everything you need to know to be able to make sourdough simply and successfully’, which has amassed a huge international following.

She has also published three books on sourdough - The Sourdough Whisperer, Wholegrain Sourdough at Home and Easy Everyday Sourdough - and virtually hosts sessions delving into the time-honoured art from her base in Milton Keynes.

Tried and tested

Elaine Boddy sourdough

All of Boddy’s recipes have been tested using Matthews Cotswold Flour, so she has a deep knowledge of the company’s flours, despite its extensive portfolio of over 100 varieties. She knows how all the 200-year-old miller’s flours feel, taste and behave, as well as how best to use them when making sourdough and other recipes.

A passionate home baker herself, Boddy bakes everything in her home kitchen, using standard domestic ovens and apparatus - and thus can offer real, straightforward, useable advice for home bakers.

“I am so excited to be taking on this role, to be uniting my sourdough world with a business that I love and to be formalising my relationship with Matthews Cotswold Flour,”​ said Boddy.

“I have used and recommended their flours for so long now, I know exactly how they behave in sourdough baking and how to maximise my recipes for home bakers using this great range.”

Become a super sourdougher

Smelling sourdough Getty
Pic: GettyImages

Added Bertie Matthews, MD of Matthews Cotswold Flour, “We’ve worked closely with Elaine for some time already and have always been impressed by her sourdough recipes and expertise.

“It’s fantastic to have her on our team and we’re looking forward to creating lots of new sourdough content and resources for our home baking community together.”

Matthews has launched a dedicated Elaine’s Sourdough Corner on its website - an extension of its Cotswold Flour Baking Club - which contains a free downloadable Starter Journal, master recipe, step-by-step instructions and other hints, tips and FAQs to venture into ‘her wonderful world of sourdough’. The duo will soon be unveiling a VIP Super Sourdoughers Club.

Matthews Cotswold Flour is one of the UK’s oldest family-run flour mills with a milling legacy spanning eight generations. The company has been trading grain and milling flour since the 1800s and believes its traditional stoneground milling methods, premium grains and partnerships make for better baking. With an eye to the future, it is launching a New Generation Milling Apprenticeship programme to support the next generation of millers.

The company is also committed to supporting the Regenerative Revolution and works with farmers through its Cotswold Grain Partnership to grow in a regenerative way that protects the soil and develops wildlife. By giving back some profits to the farmers, Matthews is able to support new regenerative farming practices as they work to increase regenerative farming practices across all their suppliers.

Related news

Show more

Related products

show more

Dairy proteins now available from Univar Solutions

Dairy proteins now available from Univar Solutions

Content provided by Univar Solutions | 20-Sep-2023 | White Paper

Foodology by Univar Solutions proudly partners with Leprino Nutrition as their North American distributor of nutritional ingredients and dairy products.

Clean Label Ingredients for Shelf-Life Extension

Clean Label Ingredients for Shelf-Life Extension

Content provided by Lesaffre | 19-Sep-2023 | White Paper

Product waste skyrockets without anti-staling agents and mold inhibitors. But consumers are scrutinizing labels more than ever before. How can you have...

Sustainability Claims Impact on Consumer Purchases

Sustainability Claims Impact on Consumer Purchases

Content provided by ADM | 07-Sep-2023 | Insight Guide

Discover what consumers say about sustainability claims versus what they do in the grocery aisle. Find out in this can’t-miss proprietary study from ADM:...

Cost-effective & efficient: Angel Prebake Solution

Cost-effective & efficient: Angel Prebake Solution

Content provided by Angel Yeast – Yeast and Baking Ingredients | 31-Jul-2023 | White Paper

After years of systematic research and practical application in the production process and essential ingredients for frozen dough, Angel's pre-bake...

Related suppliers

Follow us


View more