Located on Campshill Road, Ed Baker – a small, independent bakery run by Eddy (Ed) Sleiman has become something of a local staple since opening in 2022.
Ed began his journey as a baker during the 2020 lockdown, at a time when many were exploring new hobbies.
The 46-year-old told the News Shopper: “The whole baking story started during the lockdown when sourdough was getting momentum, and everyone started to create their own starter, and then I was one of those people.
“I didn’t want the corporate world anymore – I wanted the baking. It was either baking or travel, and lockdown made travel no longer an option.”
When lockdown hit, Ed spent six months perfecting his now award-winning sourdough from his home kitchen.
Ed said he “never planned on becoming a baker”, but still remembers his first attempt at age 11, when he made a sausage roll with puff pastry and onion chutney, a recipe that, remarkably, remains one of his bestsellers today.
Later in 2022, Ed opened his Hither Green ba bakery kery , naming it “Ed Baker”, where he began crafting his creations.
Some of his most popular items now include the award-winning White Sourdough Loaf, sausage rolls with onion chutney, Danish pastries such as the Marmite and Cheddar swirl and sweet tahini swirl, along with favourites like Bakewell tartsand quiches.
Within just a year of opening, Ed celebrated his first major success as his sourdough received a prestigious three stars at the Great Taste Awards.
@newsshopper 🏆 From lockdown loafs to Great Taste Awards! Ed Baker in Hither Green keeps rising 🌾🍞 12 awards, countless smiles, and a love for real bread. Read the full story on the News Shopper website 📰✨ #HitherGreen #Lewisham #SupportLocal #GreatTasteAwards #BakeryLove ♬ original sound – News Shopper 🤩
Now, over his three years in business, Ed has won a total of 12 awards , among them a 3-star Great Taste Award for his White Sourdough Loaf, multiple Great Taste accolades between 2023 and 2025, and two Mayor of Lewisham Awards– Best New Business (2022) and Best Food Retailer (2023).
His pâté en croûte even ranked fourth in an international competition, competing against luxury hotels including The Savoy and The Ritz.
Ed said: “To say amazing is probably an understatement.
“The customers are the reason why we are carrying on in the business and why we’ve maintained five stars since we opened.”
Today, the bakery operates on a small scale, opening just two days a week – Friday and Saturday – to remain financially sustainable.
Ed told the News Shopper that he hopes to relocate to a more central part of Lewisham to increase customer footfall and eventually open more days a week.
“If we carried on operating for five days a week, we would have liquidated by now,” he explained, citing high energy costs and the bakery’s hidden location as key challenges.
“Energy is the highest cost after human capital, and the government hasn’t done anything about it,” he added. “We don’t have a successful financial story, but we have a great story in terms of recognition and reputation.”
Despite the obstacles, Eddy’s passion remains undimmed, with hopes to grow his business in the future through relocation and digital platforms.
“We still wake up early, we bake, and we’re happy with our products. We want to continue.
“We see a happy story at the end – the main challenge is finding the right location at the right cost.”
