Background information updated 2013

2. Peter’s Yard isan artisanSwedish bakery which Peter Ljunquist
opened in 2007
“A unique store that deserves its reputation
for integrity….a destination for foodies
looking to treat themselves”
The Larder
Voted in the The Times Top 10 local bakeries
by Dan Lepard in 2010
Recommended by Tom Kitchin and many leading food writers

3. Peter’s Yard now has four business partners with
complimentary skills
Peter Ljunquist
John Lister
Wendy Wilson Bett
Ian Tencor

4. Our philosophy In a world where many aspire to be like others and who
think success is measured by material possessions we
believe there’s another way.
Just as our sourdough starter needs nothing more than
warmth and water to come alive, we see our bakers
develop and grow as they hone their individual skills and
follow their passion. The better they bake, the better they
feel.
We believe fulfillment is achieved when you discover who
you are, what you love to do and by having the desire to
do it well. We each have natural talents and are happier
when find, use and develop them.
Each bun, cake, coffee or crispbread is unique - an
expression of the person who created it. Each member of
staff, each supplier or craftsman who we select shares the
same philosophy of being true to themselves and their
values. This inspires who we work with, who we hire and
how we do everything we do at Peter’s Yard.

5. Traditional Swedish Artisan Crispbreads
In addition to the coffee house and bakeries, we sell a
small range of award winning , Swedish crispbreads top
restaurants and leading specialist food retailers.
We make our crispbread here in the UK using a traditional
Swedish recipe with all natural ingredients, including
sourdough, fresh milk, rye flour, wholewheat flour and
honey. They are light, crisp, and wobbly and perfect with
smoked salmon, artisan cheese and any number of sweet
and savoury toppings. Each crispbread is as individual as
the baker who crafts it.

6. Our current range

7. Crispbread is the first of our bakery range to be sold
nationally
• Authentic Swedish provenance and traditional Swedish recipe but made here in
the UK
• Artisan bakers make our crispbread using the best, simple, all-
natural, ingredients: sourdough, fresh milk, organic rye flour, organic wholewheat
flour, honey, salt
• High in fibre, no hydrogenated fats, low in calories, low salt
• Just 9 calories per mini crispbread and 34 per standard
• A pipeline of innovation within and beyond crispbread

8. Crispbread highlights to date
• Top selling SKU in category by value in John Lewis Oxford Street.
•Buyer described it as “leading the category”
• In Top 10 brands in our distributors
• In 700+ independents including Farm Shops, Cheese Shops, Delis, Food Halls
• Listed by Waitrose and Ocado
• Sales have doubled every year for the last 4 years
• Won 2 stars in the Great Taste Awards for the last 3 years
Consumer feedback :
“There isn’t anything like it.”
“SO different”
“Their texture and taste is addictively different.”
"It's a really posh cracker - reassuringly expensive.”
Trade feedback:
“Your amazing crackers have a very strong, almost cult following here in
Didsbury” –Cheese Hamlet

9. Asset Research 2012
Shopper research conducted in John Lewis Oxford St
“There is a gap in the market for really good
cheese biscuits.”
“There isn’t anything else like it.”
“SO different, you’d put it out with the cheese.”
"Their texture and taste is different.”
“ Peter’s Yard is a really posh cracker.”
"Ideal with my goats cheese and truffle honey.”
”I pop smoked salmon on there for lunch.”
“The packs stand out on shelf and look high
quality and artisan”
Tessa Stuart, Asset Research: “The last time I ever saw
such positive, category-changing feedback was
when I conducted preliminary research for
Innocent at it’s launch”

10. Premium Food Service
Our crispbread is sold where our target market shops and eats

11. “Your Artisan sourdough crispbread is the crispbread I have been looking
for all my life. It is everything I hope crispbread will be, but so rarely is.”
Nigel Slater,
Chef and author
“Best crispbreads I've ever had, if that's what they are. But they are more like a
lovely baked cracker, delicious and light, perfect for cheese without dominating.”
Chef & Restaunteur
Mark Hix
BBC Celebrity Chef
Valentine Warner
“These crispbreads are seriously good. I love them with gravadlax. I’m adding
them to my web-site as one of my favourite products“
“Peter’s Yard sourdough crispbreads are the best crispbreads on the planet!“
Author of Scandilicious: Secrets of Scandinavian Cooking
Signe Johansen

12. Peter’s Yard crispbread was
Winner of 2 Gold stars in 2010
Great Taste Awards which
means the Judges thought
they were faultless and
delicious.
“ Thanks for letting me
use your lovely
crispbreads at my book
launch at La Fromagerie
and Madsen.
They were also fabulous
used as canapés at the
James Beard Foundation
Dinner in New York”
BBC Celebrity Chef
Valentine Warner
“These crispbreads are seriously
good. I love them with gravadlax.
I’m adding them to my web-site as
one of my favourite products“
“My customers and I both enjoy the
exquisite flavour and texture of
Peter’s crispbread” Martin Wishart
Fiona Beckett
Award winning
food & drink
Journalist, auth
or
of Cheese
Course
“These charmingly
rustic-looking
Swedish crispbread
from Peter’s Yard
tastes of wholemeal
bread; plain, crisp
and delicious. A great
companion to
cheese, “
“Peter’s Yard, the Edinburgh-based bakery and coffee shop
has done something amazing – it has created an interesting
crispbread. This neither looks nor tastes like polystyrene
packaging but is instead made from a traditional Swedish
recipe using sourdough, milk, rye flour and honey. Valentine
Warner, the TV chef thinks it goes well with gravadlax but
you can have it with anything you like ”
Peter’s Yard were
invited by Slow Foods
to sample products at
The 50 Best
Restaurants of the
Year Awards at Guild
Hall, London .
Author of The Scandinavian Cook Book
and Nordic Diet, Trina Hahnemann
The Times –
Peter’s Yard named as one of the Top 10 Small Bakeries
in Britain by author Dan Lepard.
“Baker Jan Hedh is the grand master of Swedish baking
and you see his handiwork in the large rye crispbreads.”
Patricia Michelson. La Fromagerie
Your Artisan sourdough
crispbread is the
crispbread I have been
looking for
all my life. It is everything
I hope crispbread will
be, but so rarely is.
Nigel Slater,
Chef and author,
These crispbreads are seriously good, the
stuff of dreams in fact, and I have spent
the last week or so experimenting with just
what can be smeared on them.
I am already planning to order some more.
Next Iron Chef judge
Simon Majumdar
Renowned
baker
Rose Carrarini
We tried your product in
Selfridges and thought it
was very special. I love it and
would like to import it
to Paris to sell in my Bakery
Best crispbreads
I've ever had, if
that's what they
are. But they are
more like a lovely baked
cracker, delicious and
light, perfect for cheese
without
dominating.
Chef &
Restaunteur
Mark Hix
Peter’s Yard crispbread has an affinity
with all styles of cheese, but definitely
it is the farmhouse hand made styles
that really come into their own

13. “@Petersyardcrispbreads are the best crispbreads in the world and are not like
Eating cardboard”
“these are small fragments of heaven. Keep up the great work @Petersyard”
“love,Love,LOVE @Petersyard crispbread! They are now a pantry staple”
@Thane Prince: The @Peter’s Yard crispbreads just arrived and
now I know why everyone is raving about them. Had one with butter,
with cheese and now honey. so good! “
“I’m addicted to @Petersyard crispbread. Running low on supplies and getting edgy.
Must find a stockist close by soon”
We have a growing number of very loyal fans

14. A Scandinavian's cook's repertoire relies on using fresh seasonal ingredients as much as possible
and serving proper bread be it the Swedish crisp-style bread that we had at Trina's supper, made by
the brilliant Swedish Bakery Peter's Yard, or a wholemeal, grainy loaf so beloved of Scandinavians
which leaves you sated but not bloated.

15. For Commercial information, contact Wendy Wilson Bett at
wendy@petersyard.com
Mobile: +44 7967687717
Further details of Peter’s Yard coffee shop can be found on our web site at
www.petersyard.com