Loaf is the brainchild of celebrity chef Sean Armstrong. His vision of producing high quality artisan breads and baked goods led to the opening of Loaf bakery in 2004.

As the executive chef and owner of Prime Bistro, one of Auckland’s leading restaurants, Sean became increasingly frustrated with the city’s lacklustre bread offering. Despite extensive trial and investigation, he could not find a consistent supply of quality baked goods. His conclusion - that there was a distinct gap in the market - provided Sean with a new and exciting opportunity.

Loaf’s unique style, great service and delicious products rapidly grew the brand’s popularity. Loaf expanded to supply gourmet stores and delis so everyone could enjoy artisan breads too and by 2008, it had added a sweeter offering including baked slices and sweet loaves.

Loaf has now risen to supply thousands of loaves and specialty cakes every week to restaurants, food stores and cafés across the nation.

“Our mission is to produce the highest quality, artisan breads for the Auckland restaurant scene and all lovers of fine breads.”

 

Sean's success story is also featured in New Zealand's leading food, wine and accommodation trend magazine Hospitality. Read it on Loaf in the Press.