Chorley-based Morris Quality Bakers celebrates expansion into new markets

Chorley-based Morris Quality Bakers is expanding its footprint across the North West by moving into new retail markets. The family-run bakery, which now supplies 66 Asda stores and a growing network of farm shops, is also doubling down on sustainability and local employment as it scales. 

Since 1912, the business has consistently demonstrated resilience and agility to ensure its continued growth. Previously driven by organic expansion, the team has reconsidered its strategy in recent years in the face of a challenging macroeconomic environment. It has moved into new markets and has successfully grown its existing presence in leading retailers, local authorities, and education and healthcare settings. 

Morris Quality Bakers delivers to clients daily from Cumbria down to Staffordshire and from Yorkshire to the Wirral. Its clients range from small sandwich businesses to local authorities and supermarkets. With an AA* BRC award from the British Retail Consortium (BRC), products are of the highest quality and include a range of breads, confectionary, as well as seasonal and speciality products. 

As part of its forward-looking approach, Morris Quality Bakers is dedicated to sustainability. Each year, the company produces a Carbon Reduction Plan to report its net zero strategies for cutting emissions, which includes its response to changing industry legislation and food trends. In 2024 it was awarded the Chorley Council Net Zero Business Accreditation Award, a testament to its ongoing commitment to a greener future. 

Its success is the result of not only top-quality goods, but a legacy of committing to the local communities it serves. Still family-run, Morris Quality Bakers employs more than 80% of its 151 employees from the local Chorley area. As keen supporters of the community, the family behind the business partners with grassroots sports. 

For the past six years, North West based accountancy and advisory firm JS, has supported the bakery through its growth journey. JS was first introduced to Morris Quality Bakers through the Chamber of Commerce and has since been its accountancy and advisory partner. The partnership is a perfect fit, aligned with both businesses’ values. 

With a strong regional network, JS has connected Morris Quality Bakers with other firms for cross referrals and different business needs. Expanding into new markets including farm shops and adding new services such as collections has ensured that Morris Quality Bakers has remained the bakery of choice across the region. 

Katie Locke, Director at Morris Quality Bakers, said: “As a family-run business rooted in tradition and sustainability, we’re proud of the impact that we continue to have on our local communities. JS has been an integral part of our journey and has helped us to navigate challenging times through considered advice on growth strategies, helping us adapt to macroeconomic challenges.”

James Wood, Accounts Partner at JS, added: “Working with a team passionate about the local community is a joy. For over a century, Morris Quality Bakers has established its presence in the North West, and it’s been brilliant to be part of its journey along the way as its long-term advisors. Together, we’ve helped the business build on its successful heritage, whilst navigating new markets and challenges, and future-proofing its growth strategies.”