The Dusty Knuckle Bakery in East London, celebrated for its sourdough bread and work with at-risk youth, faced vandalism accusing it of gentrifying the community. Owner Max Tobias felt demoralized by the graffiti, labeling the bakery as a contributor to local price hikes. Despite the backlash, he recognizes the bakery's mission to help unqualified young people find employment. Tobias grapples with the implications of his business on housing prices while seeking locations to open new bakeries that balance community needs with aspiring clientele. Jamie Oliver, a supporter of the bakery’s mission, highlights its role in fostering social change.
It was so demotivating when our core drive is to help local, unqualified young people in need of a second chance.
We're in an impossible situation when it comes to the gentrification' accusation, Tobias added. What do we do as a socially driven organisation trying to scale and help local, young people find work?
We need to find areas to open our bakeries where there are underrepresented groups but also aspiring professionals who want to buy our croissants.
Jamie Oliver said: Max and the dedicated team at Dusty Knuckle are creating real social change in their local area by harnessing their passion for baking.
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