From Trimsaran colliery to bakery empire

RUSSELL JENKINS is pretty modest in his concise history of the Jenkins Bakery empire. What started out 95 yea rs ago in a small shop in Station Road in April 1921 has since become one of the best known names for baked products in towns across Carmarthenshire and beyond.

Today, the company has 29 shops, 14 of which are in Carmarthenshire. They serve around 60,00 customers weekly. Not bad for the humble beginnings when a certain Mr. Jenkins was made redundant from a colliery in Trimsaran.

The fact that the mine had flooded and become uneconomic sparked a baking revolution in Llanelli, as the Jenkins family set about feeding what would have been a thriving industrial town.

Russell Jenkins doesn’t take any of it for granted as he proudly tells the story of how it all began: “Faced with redundancy and six children to feed, they bit the bullet and opened the ‘Unique Cafe’ in Station Road. It is still known as that by locals. There were plenty of hungry workers down there with lots of people going to Machynys and the industries around there.

Russell told us of a meeting of baking clans, which he says did not do the company any harm.

“My grandmother’s sister married a member of the Eynon’s bakery company in Swansea. They were doing well. Of course, you see and hear things and they decided to make a bakery as well.

“There were six siblings in the family. The elder boys would go to Eynon’s to work and train etc. Meanwhile at the cafe the family were making sandwiches cawl and stews. They used a hob for the stews and casseroles.

“They had a coke oven initially. They started with one shop and then as they began to do well they bought another next door

Speaking fondly of what his grand parents had built up Russell continued: “It was a very bold move to start a business in those days. They worked very hard. They opened before six to catch the shift workers and it would be open until late at night, as well.

“I have worked hard, but back then it was really hard work. We are lucky in that we have a strong management team to keep us going.”

We asked Russell if he had any thoughts on how Llanelli Town Centre has fallen into such decline. He said: “It is sad to see the town centre as it is as a local person. You remember how prosperous the whole town was. Trostre is prosperous, but the town centre is not. People can still take up a store at the market and that is the best way for trying out a business. I’m afraid that any retailer walking through the town today wouldn’t want to invest.”

While Jenkins Bakery are still making many of the products they started out, Russell studied bakery and food technology at Cardiff Met. However the company still use many of the old techniques.

Russell explained: “There will always be a demand for the traditional products we have made from the start. We still use a bake-stone, where the bread is hand moulded then baked on the hotplate. It is then put into the oven. The batter for the pancakes is still made by pouring it on the hot plate.

“The pies have been a main stay in the business as well as pasties, pancakes and custard slices. The pies are made now by machine but a lot are still made by hand because of high demand. We make the sponge for birthday cakes. We try to keep up with the times. Sandwiches and rolls are a big part of the business.”

Jenkins are renowned for providing cakes and biscuits for celebrating big events such as the Six Nations Rugby or the Football World Cup.

Russell told us: “The staff get together and plan ahead and look at what’s happening We create a biscuit or cake to celebrate the event. We have something coming out for the Euro Finals.”

He continued: “We have raised well over £50,000 over the last 5 years for cancer research and Children In Need. We also raise money for local societies”

Jenkins’ main bakery and office employ over 70 people. As a company they employ around 320 people.

Russell said: “We recognise long service and we have 70 people with ten years of service.

“Fiona Snook started as a Saturday girl and she has been with us for 25 years. My mum is still a director at 85. She is very proud and delighted at the way things have gone.

“We have expanded on the shop side. The unique thing is that we make the product, manufacture, distribute and sell. We rely on the shop managers to estimate what will happen from day to day.”