How the Proven Goods’ humble doughnut rode the Coronavirus wave

Proven Goods provided the city with much-needed doughnut shaped serotonin boosts during the pandemic.
Proven Goods and its sugary treatsProven Goods and its sugary treats
Proven Goods and its sugary treats

"Doughnuts are completely unbiased."

That's the motto of Newcastle doughnut shop owner Joe, who runs Ouseburn's Proven Goods.

As soon as the pandemic arrived in the North East all those 20 months ago, Geordies were searching for means of comfort and ways of connection.

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They didn't have to look too far as Joe saw the sugary, doughy goods hitting the spot with anyone and everyone.

Joe spoke to NewcastleWorld.com about Proven Goods' lockdown triumph.

He said: "Our client base has always been one of our greatest strengths.

"The reason being is that it's so varied.

"Age, financial status, sex, none of it matters, doughnuts are completely unbiased!

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"So we knew that if we could make a consistently great product, anyone, or more hopefully, everyone would want to come and try it!"

Proven Goods can be found in business hub Hoult's Yard.

The bakery serves up blockbuster doughnuts such as the Chuckleberry Jam, filled with homemade jam, and the Sticky Toffee Pudding, filled with Vanilla custard, sticky pudding pieces and lashings of toffee sauce.

The office spaces and surrounding hospitality businesses at Hoult's Yard do rely heavily on professionals, but the Yard is also fast becoming a food centre of its own.

The loss of professionals when the government's 'stay at home' message kicked in during the pandemic did hit some of those hospitality businesses - and, as NewcastleWorld.com recently found, is an ongoing problem in the city.

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However, for Proven Goods, the humble doughnut helped keep business ticking over.

Hoult’s Yard in OuseburnHoult’s Yard in Ouseburn
Hoult’s Yard in Ouseburn

Joe said: "When the pandemic hit, we did lose a lot of existing customers, no doubt about it, but at the same time, we saw a lot of new faces coming by the bakery.

"One thing that really helped us was our location.

“Being outside of the city, with easy access and ample parking meant a lot of people were willing and able to visit us at the height of the pandemic without too much trouble.

"Ironically the parking spaces at Hoult’s Yard were/are for the offices on site, which were obviously empty throughout, so we actually had a lot more space available for our customers."

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Joe started Proven Goods with his business and life partner Amber, who found a shared love of doughnuts while dating.

Living in London, it was just by chance that the opportunity to return back to Newcastle came up, and Proven Goods was born.

Thinking back to pre-pandemic, Joe admits there's been some sort of luck in getting this far.

He said: "So far, we have been really lucky at Proven Goods Co.

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"We certainly didn't factor in a global pandemic to our business continuity plan... we didn't even make a business continuity plan!

"There was absolutely an element of luck that allowed us to continue and thrive through those most uncertain times, but we have also always trusted our judgement when it comes to our business, so we had a quiet confidence in our ability to survive and adapt whatever situation came our way."