Lesaffre has appointed Edouard Gestat as Marketing Director of Baking with Lesaffre, drawing on 24 years in food ingredients and 15 years within the Lesaffre group.

Before a customer reaches the counter, their brain has already started deciding. New insight from The Original Baker reveals how the aroma of freshly baked pastry, working alongside the audible snap of good lamination and the visible flake of skilled layers, is quietly shaping buying decisions across Britain’s bakeries. When these sensory signals align, customer confidence follows. When they don’t, trust evaporates just as fast.