Sarah Hopcroft concentrates on sales and customer care and Tim on the planning and logistics. Sarah grew up on a small mixed farm in Rutland. There she helped out her father and 'learned the trials and tribulations of business and the seasons'. Tim's father was a baker and he went into the family business when he left school.

They moved to Market Drayton in 1986 when they bought Reid's bakery. In the nine years they operated the business turnover increased from £25k to £250k. They developed the gingerbread sales. Noting the change in shopping habits and aware of the competition from supermarkets they decided to concentrate on the Gingerbread business and identified a niche market for their range of gingerbread novelty biscuits.

In 1995 they sold the bakery and moved to Tern Hill Business Park. Image on Food now has a turnover of nearly £500k and supplies stores such a Starbucks and the London Departmental stores, the National Trust and English Heritage . They export to Ireland and mainland Europe.