Born and bread – NR speaks to the man behind French Village

Baking is not easy. It means long hours; early starts; always fighting against time.

Bakers know more than most the clock is always ticking, but for Ashley French, the 30-year-old owner of French Village, time is on his side.

A hands-on boss, Ashley is involved with every aspect of this huge bakery business, which is quietly expanding, like well-yeasted dough.

Walking around his state-of-the-art factory in Montgomery Road, the mist of flour and quite incredible smell of breads of every colour is spellbinding.

There is soul in this kitchen, as well-floured bakers and chefs joke and cajole, and Ashley is at the heart of it.

Entering his father’s business from the age of 14, Ashley started at the bottom, working in the original French Village in Stranmillis until he took over at the tender age of 18.

When he took the reins, the business consisted of Ashley and two staff in a small shop. Now, with a workforce of 85 shared between the grand setting of a 24,000 sq ft tailor-made industrial bakery and incredibly successful café in Belfast’s hip Botanic Avenue, the future of French Village looks as sweet as their decadent pastries.

But it hasn’t been easy.

“It’s been ten years of hard graft,” Ashley tells us, his speaking voice quick like a man with a million things on his mind. “But it’s exciting.”

Working six days a week, and up to 20 hours at a time, Ashley is in love with baking the way only bakers can be, while his thick wrists and hefty shoulders are indicative of a man in knead.

“The last five years have been the company’s biggest years yet, and one of our biggest years was during the recession,” he said.

“There are so many angles to the business. There’s so much happening, I just don’t see the days go in.”

It’s no wonder – the figures are staggering.

French Village currently produces 660 different lines, including 20 different baps alone.

Supplying Belfast’s finest fine dining restaurants one minute, creating spectacular wedding cakes the next, nothing seems too big or too small for Ashley.

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