Fortitude Bakehouse was founded in 2018 by Dee Rettali and Jorge Fernandez, bringing together years of experience in craft baking and specialty coffee.

Dee Rettali

Dee began her career as an apprentice baker and cook with French pâtissier Justin De Blank. Throughout her career, she has worked exclusively with organic, biodynamic and naturally produced ingredients, developing a deep appreciation for the quality and character they bring to baking.

In 1998, Dee founded Patisserie Organic, going on to work with Whole Foods Market, Planet Organic and Harvey Nichols. She also played an instrumental role in the development of London's farmers' market scene.

In 2010, Dee joined Fernandez & Wells after managing Nature's Bakehouse alongside sourdough specialist Syd Aston. There, she developed a range of sourdough cakes that quickly gained a devoted following. She later spent four years overseeing the general management of Fernandez & Wells' seven sites, with responsibility for operations, menu development and financial performance. Alongside her work in hospitality, Dee has supported the Refugee Council by offering apprenticeships to young people looking to establish careers in the industry.

Dee grew up on a smallholding in North Cork, Ireland, south of the Nagle Mountains. Her grandmother and mother, both home bakers, have had a lasting influence on her approach to baking. The seasonal, resourceful traditions she grew up with continue to inform her work today.

Years spent travelling in North Africa have further shaped Dee's cooking and baking, inspiring her approach to Middle Eastern flavours and techniques. At Fortitude, these influences come together through a distinctive style of craft baking, rooted in experience, thoughtful ingredients and a respect for tradition.

Jorge Fernandez

Jorge brings a wealth of experience in hospitality management and specialty coffee. He managed Monmouth Coffee Company for six years, playing an influential role in the development of the UK's emerging specialty coffee culture.

Earlier in his career, Jorge worked with Seattle Coffee Company, and has continued to build his experience across the hospitality sector. His work has been guided by a commitment to sourcing quality ingredients and nurturing relationships with small artisan producers and farmers across London and the UK.

Jorge's time at Fernandez & Wells helped establish it as a destination for thoughtfully designed spaces, carefully curated food and technically accomplished coffee.

A Londoner of Spanish heritage, Jorge spent many summers on his parents' farm in León. These experiences helped shape his appreciation for good food and the people behind it, alongside a longstanding passion for raw cheese, natural wines and cured meats.

Fortitude Bakehouse

Fortitude brings Dee and Jorge's complementary experience together through a shared appreciation for craft, quality ingredients and the traditions that make food meaningful. Their influences span rural Ireland, Spain, North Africa and London's independent food and coffee scene, informing a modern approach to baking that remains grounded in its roots.