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Ethical brand ratings and accreditation since 2001

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How ethical is Brace’s?

Brace’s is a brand of bread which has a below-benchmark score on The Good Shopping Guide’s Ethical Bread Ratings Table. Although Brace’s has not yet met our ethical benchmark, we hope to see the brand make progress in the future.

We would have extra confidence in Brace’s if it submitted itself to apply for Ethical Accreditation, whereby The Good Shopping Guide would make further detailed assessment and recommendations for ethical improvement.

Find out more about the ethical issues facing the Ethical Bread sector.

What does Brace’s do?

Brace’s is a brand of bread based in Crumlin, Wales and was started by George Brace in 1902. The brand expanded across South Wales after World War I with further bakeries being run by Brace’s children.

In which areas does Brace’s perform poorly?

Brace’s has a short Environmental Management Policy on its website, but this is vague without any public targets so Brace’s gets a bottom score for its Environmental Report. Brace’s also  scores poorly for our Organic and Palm Oil criteria.

Find out more about how we rate by exploring our ethical criteria.

Past Criticisms of Brace’s record

We found no past criticisms of Brace’s.

In which areas does Brace’s score well for its ethics?

We found no public record criticisms of Brace’s relating to GM, Nuclear, Fossil Fuels, Animal Welfare, Political Donations or Armaments so it scores well for these criteria.

How can Brace’s improve its ethical rating?

The below-benchmark score that Brace’s is awarded with on The Good Shopping Guide’s Ethical Bread Ratings Table is the result of an evaluation of multiple ethical criteria. To reach our minimum ethical benchmark and qualify for Ethical Accreditation, Brace’s has some issues to resolve, including its lack of Organic certification and use of Palm Oil. If it applies for Ethical Accreditation, The Good Shopping Guide will be able to give Brace’s some guidance to improve on these areas.

Were you aware that your brand could benefit from Ethical Accreditation? Brands accredited by The Good Shopping Guide can display our Ethical Mark, showcasing to consumers that it is an ethical and sustainable brand. If you’re interested in learning more, please contact us or complete a Free Initial Assessment form.

Ethical performance in category


GSG score


GSG category benchmark


Ethical Rating


  • Environmental Report


  • Genetic Modification


  • Organic


  • Nuclear Power


  • Fossil Fuels


  • Palm Oil Free



  • Animal Welfare



  • Armaments


  • Political Donations



  • Ethical Accreditation


  • Public Record Criticisms


= GSG Top Rating = GSG Middle Rating = GSG Bottom Rating