20 March 2025: After a high-stakes, flour-filled battle of the whisks, Woolworths has officially crowned its 2026 Baker of the Year. Nathen Jones, from Woolworths Perth Airport store in WA, has emerged as the winner of the 11th annual competition.

Beating out top-tier talent from across the country, Nathen impressed a panel of expert judges with his mastery of the traditional Hot Cross Bun. In a category where precision is everything, Nathen’s entries earned top marks for their flawless texture, spiced aroma, and the "just right" fruit-to-dough ratio.

For Nathen, who has been honing his craft for 15 years, the win is a deeply personal milestone.

“I’ve been a baker for 15 years, starting as an apprentice straight out of school, and I haven’t looked back since,” Nathen said. “Going into the bake-off, I definitely felt the heat. There were so many incredible bakers with years of experience, and while the pressure was on, the support from my team at Perth Airport was what kept me going. Even when I doubt myself, they don’t.”

Currently balancing his role at Woolworths with a Certificate IV in Patisserie, Nathen dedicated the win to his family.

“It’s been a long road to get here. We lost my Nan last year and my Uncle two years ago; I always want to represent my family and make them proud. Baking is my way of doing that. To have this success come out of that drive is very emotional for me. I just want to make the people around me - my partner and my family - proud, and I hope I’ve done that this week.”

Donald Keith, Bakery Merchandise Manager at Woolworths, said: “This competition is a highlight of the year for us. There is a special kind of energy that comes when our bakers get together.

“For 11 years, this competition has showcased the incredible talent behind our bakery counters. It brings a real focus to a part of the business that our customers love. Seeing this level of skill and passion reminds us why our bakers are such an essential part of the Woolies community.”

While Nathen won for his traditional buns, customers can find the entire 2026 range in-store now, including the fan-favourite limited edition Cinnabon Hot Cross Buns.

ENDS