Julia is joined by Jason Geary, master baker and executive director at Geary’s Bakeries and the Jason behind the ‘Jason’s Sourdough’ brand. He tells Julia why he’s on a mission to change the way Brits think about bread and make great-quality bread (particularly sourdough) accessible to more people. Plus, he shares how taking inspiration from the craft beer boom helped him open retail buyers’ eyes to the opportunity in craft bread, NPD trends for 2022, tapping into the gut health trend and how he’s navigating soaring wheat prices and other cost challenges within his business. Articles discussed by Jason and Julia: Wheat prices at nine-year high as bakers warn of price increases | The Grocer Craft bakery has been resilient and tenacious | British Baker How to make really good bread | New York Times Links to the big food and grocery retail stories this week: Covid: Sainsbury's asks staff to delay Christmas parties | BBC News Tesco depot staff suspend pre-Christmas pay strikes | BBC News Asda facing strike threat as Tesco battles to prevent Xmas walkout disruption | Sky News Cost of Christmas dinner jumps 3% as turkey, pudding and sprout prices rise | The Guardian Booths owners take dividend after hanging on to business rates relief | The Times Heck in talks with Ivy Farm over lab-grown meat tie-up | The Grocer FSA launches consultation on 'may contain' packaging | Food Manufacture Marks & Spencer launches ‘world first data science and AI academy’ in grocery | The Grocer