Judges are so sweet on Flapjackery

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23 Aug 2022
Sally Jenkin and Carol Myott of Flapjackery

Flapjackery has achieved an incredible five gold awards for each of its retail shops in the Taste of the West Hospitality & Retail Awards 2022 

It’s shops at Tavistock, Plymouth, Minehead, Wells and St Ives all achieved the top award in the specialist retailer/ delicatessen category drawing rapturous comments from the judges who were universal in their praise of their shopping experience, the level of service they received and the flapjacks they tasted.

The Tavistock-based company was created in 2015 by business partners Sally Jenkin and Carol Myott out of their love of baking. From a small trade stand attending local markets, they now have six shops, a thriving online business, and a busy calendar attending shows and events across the UK with their trade stand.

Commenting on their overwhelming success, the pair said: “Its an incredible achievement to gain five gold awards and huge credit must go to our wonderful staff, each of whom were mentioned in the judges’ comments for their brilliant level of service and knowledge of Flapjackery. They are all fantastic and we’re so lucky to have such a super team. It was also lovely to hear all the comments about the products too which were exceptional.”
Plaudits were forthcoming for the five shops which were entered, with one judge even commenting that the only way service could be improved would be to clone Oscar, Well’s shop assistant.

Comments for the Plymouth shop, which opened on the Barbican in April, included: “Their shop was an excellent example of how a retail establishment should present itself. They should be extremely proud of themselves!” 

St Ives’s, which also opened in April, earned the remark: “The shop was very welcoming as you entered, and the staff had lovely smiles when greeting you. It’s a small shop so difficult to create much atmosphere but the general ambience was pleasant.

“The presentation of the shop from the outside, although small, was very eye-catching and the inside well laid out with all the different flavours of flapjack on show.”

Flapjackery’s Minehead branch opened in May, 2021 and it’s judge commented: “The service we received was great, we wouldn’t change a thing. They were polite, efficient, and even ran down the road after I left a bag behind!  Watching customers ahead of us get served showed that this is the level of service everyone has in this shop. Fantastic!”

Wells opened its doors in April 2021 and its judge said: “A delightful experience with a huge selection of flapjacks and other well packaged sweets. The portion sizes were very generous. We tasted a selection of different favoured Flapjacks, particularly enjoying the Apple and Blackberry Flapjack, Peanut Butter Brownie Flapjack, and the Salted Caramel Brownie Flapjack. It was great to have so many flavours to choose from.”

For Tavistock it was: “What fantastic Flapjacks, I would thoroughly recommend making a trip to this establishment if you are ever in the area. If not, they have an excellent online service!”

Judged by the most astute palates of chefs, buyers, retailers and food writers, the Taste of the West Awards is a renowned accreditation for artisan producers, cafés and restaurants, providing an opportunity for them to gain recognition for their products and services. The awards celebrate quality, integrity and provenance of food in the region and seek to promote local produce that goes above and beyond in terms of quality and taste. The unmistakable logo is a clear signal for an outstanding product that has met rigorous judging criteria.

Taste of the West is the largest independent regional food group in the UK promoting and supporting fantastic local food and drink from Cornwall, Devon, Dorset, Gloucestershire, Somerset and Wiltshire.  They are owned by over 1,000 members including food and drink producers, restaurants, cafes, pubs, hotels, farm shops and specialist retailers in the South West – all passionate about the provenance and quality of the products they make, serve or sell.

Flapjackery flapjacks can be ordered online at

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