Artisanal bakery brand Ground is rising fast, with plans to grow from six to 10 locations across South Wales – supported by strategic investment from Tata Steel subsidiary UKSE.

Lois Thomas and Tom Simmons with Tata Steel subsidiary UKSE Area Manager, Michelle Noble.

Founded by Pembrokeshire-born chef Tom Simmons and partner Lois Thomas, Ground has quickly become a favourite on the Welsh food scene. 

The business already employs 80 people and expects to recruit another 40 as part of its next phase of expansion, alongside an ambition to double its turnover.

The latest site, Ground Whitchurch, brings a new ‘grab‑and‑go’ concept to the busy Cardiff suburb. “We are developing a new concept here with the emphasis on fresh food ready to eat, and this is likely to be the model for further growth,” Tom explained.

Reflecting his background as an award‑winning chef, Ground offers high-quality baked goods, fresh meals and speciality coffees. Retail sales of coffee accessories, kombucha, soft drinks and branded merchandise are also growing strongly – an area the business plans to expand further.

UKSE, which supports Welsh firms with the potential to strengthen local economies and create lasting jobs, has backed Ground’s growth with an £80,000 loan.

UKSE Area Manager Michelle Noble said: “Ground has established a very strong brand in a relatively short time, achieving this through commitment to quality and an understanding of the communities it serves. We are very pleased to provide capital for expansion to help the firm realise its objectives.”

Tom added: “We appreciate UKSE’s confidence in us and hope to continue working with them as we grow.”