About Us


Baking since 1863
Family Business

Baking has been in the Swift family since 1863, when Hannah Swift, great, great aunt of Richard Swift began baking in the small Staffordshire village of Wheaton Aston.

Hannah continued to run the bakery business with the help of her daughter Harriet until the time when Hannah's nephew Tom took over at the age of 19, after serving his bakery apprenticeship at West Bromwich and Stafford.

Carrying on the Tradition

Tom married and had seven children, one of which was Charles Swift, Richard's father. After working with his father and serving in Field Bakeries during WW2, based in Mombasa, East Africa, Charles returned to carry on the baking tradition. Buying his own bakery in the small village of Gnosall, just 5 miles away from Wheaton Aston, this is where Richard was born.

A Long Baking TraditionFourth Generation

Becoming the fourth generation to enter the bakery business, Richard served his apprenticeship at Gnosall, attending Birmingham College of Food & Technology, becoming Bakery Manager at Gnosall.

In 1978, Richard also got the wandering bug, and left his father's business to move to Clee Hill in Shropshire where the Swift baking tradition continues to this day.

Fifth & Sixth Generation of BakersFifth & Sixth Generation


After he served his apprenticeship and gained his diploma, Richard moved to Clee Hill and, from 1978 to the present day, the Swift family has baked from these premises.

As time goes on, Richard's sons entered the business to further push the business forward as he had done and, if there was any doubt of the Swift families future, the sixth generation has just started his apprenticeship with the family.