Established in 1902 by George Brace, Brace's is now run by the fourth generation of the Brace's family, Mark and Jonathan and overseen by by their father Colin.

Colin Brace - Chairman: Colin joined the business in 1946. Today he still has an active role in the day to day running of the company. Colin took control of the business in 1979 when it was transferred from his father, Ernest Brace.

Mark Brace - Managing Director: Mark joined the family business in 1976. He became a major shareholder and was appointed Managing Director in 1986. Mark co-ordinates the Board of Directors.

Jonathan Brace - Director: Jonathan joined the family business in 1984 and became a Director and shareholder in 1986. His primary functions are the plant operations of the business and his creative flair for brand marketing.

Brace's today has two bakeries in Crumlin, Newport and four depots at Avonmouth, Plymouth, Southampton and Ammanford. These depots ensure full control over Brace's growing distribution area. Supply of Brace's products are made to all the major multiples and many independent stores, taking the brand into over 3,000 stores.

Brace's employ over 350 people and has its own fleet of vehicles.

Brace's has achieved BRC (British Retail Consortium) higher accreditation for both Pen-y-fan and Croespenmaen bakeries and regular audits ensure the high standard is maintained.

The Company has quadrupled in the last ten years and now achieves a turnover of £27 million.