Miss Macaroon secured its place on the Innovation 50 by combining social enterprise with premium patisserie – proving that doing good doesn’t compromise quality. 

The bright idea

Founder Rosie Ginday set out to combine a passion for high-end food with providing personal and professional development opportunities for young people. Her solution was making macaroons that have not only earned their place in Birmingham’s renowned food scene, but are talked about across the UK and the world - at the same time as giving long-term unemployed young people the opportunity to learn new skills and gain valuable workplace experience through making the delicious sweet treats.

A year to remember 

Over the past year, Miss Macaroon has gone from strength to strength – with 5000 macaroons hand piped, baked and filled every day from its dedicated kitchens in Aston, and more than 40 young people put through its Macaroons Make a Difference (MacsMAD) course. From its £500 start, Miss Macaroon has reached a turnover of over £350,000, and has eight permanent employees.

Successes of the last year include contracts with not one but two social media heavyweights – with Instagram enlisting the firm to supply over 300 macaroons for a branded wall, and Facebook placing three orders for logo printed products. Other high profile clients include Goldman Sachs, Virgin Money, Google and BP – with this impressive client roster proving that Miss Macaroon’s commitment to delivering social value hasn’t come at the expense of top-quality business performance.

This year saw royal recognition for Miss Macaroon, with Ginday invited to the Royal Wedding of the Duke and Duchess of Sussex and receiving an MBE in the New Year’s Honours List.

What does the future hold?   

As Miss Macaroon moves towards its eighth birthday, the future will see continued expansion, with more young people put through the MacsMAD course and new permanent staff - and more happy customers, both for corporate orders and weddings, and visitors to Miss Macaroon’s Macaroon and Prosecco Bar in the Great Western Arcade. A star-studded year, the end game is always to get as many young people into work as possible. Ginday plans to go from one to three courses a year up to ten, ensuring that, by way of her exquisitely flavoured, Pantone-matched macaroons, more young people taste success.