Richard Fitzgerald grew up in the hospitality business, helping out at the family hotel outside Adare from childhood.
After completing a business degree, he spotted a gap in the market for quality baked goods to replace the cheap mass-produced products commonly used in the catering sector, and decided to head down to Ballymaloe Cookery School to do the 12-week Certificate course.
He then established his artisan bakery and catering company, Loaf - and taking the quality route has proved a wise move as, since its small beginnings in 2009, the company now supplies breads, desserts and other high quality baked goods to retail outlets throughout region.
Crediting Ballymaloe Cookery School with shaping his food ethos, Richard takes pride sourcing fresh ingredients (some of his products are seasonal) and, particularly, in using Irish butter in his baking.
A catering service is also available, offering anything from finger food to a full buffet.