Bakery rises to challenge.

A family-run bakery has risen from the ashes so successfully that one of its bosses is now giving talks on how to recover from a fire.

Alan Dixon, business development manager at Peters Cathedral Bakers, based in Dragonville, Durham, has made a DVD which he shows when he addresses conferences on recovery from disaster.

It was in May 2004 that fire engulfed the Dragonville bakery.

Police say the blaze was started deliberately in a back room used for storing plastic pellets, but have been unable to trace the culprit.

Production was lost for 31 days, but after hastily equipping a temporary base 11 miles away at Peterlee and bussing staff from Durham, the company's 71 shops re-opened.

The Dragonville bakery was rebuilt and re-equipped at a cost of about pounds 9m in September, and Mr Dixon said: "We managed to retain all 575 staff and keep disruption to a minimum.

"In the new year we hope to take on more staff.

"I do feel the staff have a sense of pride in rising from the ashes, in recovering from adversity, but it has not been easy.

"80% of businesses go out of business after a fire, which is why I have been asked to address conferences, such as a recent one at The Sage Gateshead, about how to deal with such a huge blow."

Father-of-three Mr Dixon, 49, a keen Newcastle United supporter, added: "It was difficult when we were away from our home base, it felt like Newcastle playing their home games at the Stadium of Light!"