Deep in the heart of the Cotswolds, the rhythmic thrum of machinery dating back decades fills a century-old red-brick mill. This is the home of Matthews Cotswold Flour, a family business saved from the brink of collapse by its eighth-generation director, Bertie Matthews.
From London Ad Man to Mill Director
Bertie Matthews never planned to run the mill. As the fifth of eight children, he assumed an older sibling would take over. He built a career in sales and advertising in London and New York and served as an army reservist. The family had farmed and milled in the Cotswolds since 1820, with Bertie's father, an organic flour pioneer, at the helm for 50 years until his 2020 retirement.
Everything changed in 2017 when a severe financial crisis hit. The company was forced into a creditors voluntary arrangement. "We couldn't fulfil products, we couldn't pay the bills, nobody would give us any credit," Bertie recalls. Advisors gave the business just a 10% chance of survival.
Aged just 27, Bertie was appointed director. With "minimal skill" in operations, his mission was to "stop the rot." He slashed the workforce from 70 to 30 and implemented a strict cost-cutting strategy. "It took three years of borderline survival," he admits, noting the company almost entered administration multiple times.
Pandemic Luck and a Clarkson's Farm Boost
Bertie's strategic pivot to focus on online sales proved prescient. When the Covid-19 pandemic hit and the world locked down, demand for home baking flour exploded. "Sales went berserk," he says. "All businesses need to get lucky. And we got bloody lucky." Sales soared back into the millions, securing the company's future.
Further profile-raising came from a feature on Amazon's hit series Clarkson's Farm. Presenter Jeremy Clarkson, a local of 50 years, visited the mill. "We have a really good connection and he is a great advocate for farming," says Bertie, who has since encouraged Clarkson to grow durum wheat and spelt.
Today, the mill produces over 14,000 tonnes of flour annually, supplying more than 500,000 bags for home bakers and a million sacks for artisan bakeries. Its products are now stocked in Tesco, Waitrose, and Co-op, as well as farm shops nationwide.
A Vision for Regenerative Farming
With the business secure, Bertie is now championing a cause close to his heart: regenerative farming. This approach works with nature to improve soil health and biodiversity. Matthews Cotswold Flour works with around 150 farms, but only 12 currently use this model.
"Our objective by 2030 is to have the majority of our flour tonnage from regenerative farms," Bertie states. He believes this shift is crucial for Britain's food security, especially as climate change brings wetter winters and hotter summers that threaten crop yields.
He acknowledges the challenge of cost, especially during a cost-of-living crisis, but argues customers are buying into an idea "that's helping with the soils and farming."
Looking ahead, Bertie's vision includes creating an interactive baking and education space at the mill in Shipton Under Wychwood, Oxfordshire, to teach people about farming, milling, and baking. As for his own skills? "Yes, I bake, just not very well. But it's great to bake. I've got quite good access to flour."
