In 1990, Yael Mejia embarked on a quiet mission to become a distribution channel for small artisan bakers in London.

Her market consisted of desperate customers, who were resisting the industrialisation of bread.

Since the moment she first drove her van branded as Gail Force, to go about her bread broking business, Yael has launched a number of bread-centric businesses that have become household names and the favourites of top London chefs.