A Love Supreme

We opened Primeur in 2014 in a beautiful old garage on the side of a leafy back street in Hackney, serving thoughtfully cooked, well sourced, simple fares. Three years later and self-funded, we opened the doors to our second love, Westerns Laundry, located in Highbury in a disused industrial building. Bread was a staple food in both, the first impression of the restaurants, a thoughtful introduction, an honest reflection of our core values.

Jolene, a name inspired by a song playing on the radio, is a bakery founded on a philosophy. Food is too often associated with the simple act of feeding us, when its true value resides in the nourishment of our bodies, physical, mental, spiritual. Real food, grown meaningfully and ethically, brings us together and makes us resilient and healthy.

After a trip to visit our now friend Andy on his farm in Auch, France, where he was growing naturally resistant wheat using regenerative methods, it wasn’t long before we started milling his grains to make bread and pastries back in London. And just like that, Jolene was born in its original spot in Newington Green anchored in an ideology binding healthy food production practices, circular economy & community.

Nowadays, we leave the milling to the experts at wildfarmed but the mission remains the same. Using good produce from great people who farm responsibly.
The system isn’t perfect, and neither are we. However, by working closely with our suppliers and partners, we can make small considered changes that can amount to meaningful progress.

When you visit our bakeries & restaurants, biting into a fresh pastry or taking a loaf of bread home, you effectively become an active participant in soil regeneration and the forward momentum of positive change.