The mouth-watering aroma of freshly baked bread and pastries is drifting through the air in Fulham following the launch of a new family-run bakery.
The Jaffa Bake House in the heart of North End Road has already become a destination café and bakery for the area, with its French patisseries, savoury pastries, Arabic and Turkish bread, alongside loaves and baguettes.
Run by cousins Mohammed Noofel, 43, and Mahmoud Shamallakh, 37, the bakehouse was officially opened on Saturday (6 February) with a party.
“It is great to see this business vote of confidence in North End Road,” said Cllr Ben Coleman, H&F Cabinet Member for Residents’ Satisfaction. “Along with the fantastic daily market, our seasonal traffic-free market events are attracting tens of thousands of shoppers and the Jaffa Bake House will bring in many more.”
The family had previously established a bakery on the same site in the 1990s, but have now returned to the double-fronted premises with their new offering.
“We have been in North End Road for the past 20 years, so it really feels like our neighbourhood,” explained Mohammed. “We’re learning from our customers.”
With its décor hailing from countries including Morocco, Jordan and Turkey, there’s a distinct Arabic theme at the Jaffa Bake House.
Tempting plates of sweet biscuits and cakes sit atop the polished wooden counter, while customers can relax with a fragrant Turkish coffee under the beamed ceiling and twinkling lights.
Palestinian-born Mohammed revealed the idea is to bring in business from customers who might otherwise head to Shepherds Bush or Park Royal to find delicacies like baklava, nuts and real Turkish coffee, as well as targeting those wanting freshly-baked goodies.
“It’s a one-stop shop,” said Mohammed, who is also part of the family team behind North End Road’s Jaffa Food House, with its bright orange and green-coloured shop front. “There is so much potential in this area. We are hoping to do more business in the borough.”
The opening of the Jaffa Bake House is part of a wider regeneration of the business opportunities in North End Road, which include the revamped market.
Jaffa Bake House is at 381-383 North End Road, Fulham, SW6 1NP.