Cripps Nubake’s (Cripps) place as a finalist for Champion Employer of the Year at the 2025 NESA Awards shines a spotlight on their bold approach to hiring. By putting people first and removing traditional barriers, they’ve shown how businesses can thrive when they champion inclusion.
Baking for Tasmanians since 1878, Cripps began as the state’s first commercial bakery. Today, it employs more than 200 people across Glenorchy, Launceston and Ulverstone. But beyond baking bread, Cripps has built a reputation for something else entirely: creating opportunities for people who need a chance.
Since 2022, Cripps has partnered with Asuria to develop a new way of recruiting. Instead of relying on résumés or formal interviews, job seekers are invited to tour the factory, experience the work environment and prepare through tailored coaching. This simple change has transformed how people with barriers to employment are welcomed into the workforce.
The results are remarkable. Since February 2023, 44 people have been employed through this model, with 81% staying in their jobs long-term. Between July 2024 and June 2025, 42 people were recruited, and 36 remain employed today, representing an impressive 86% retention rate. Many of these individuals had previously faced unemployment or disadvantage, and several have already been promoted into leadership positions.
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Nicole Grainger-Marsh, CEO of Asuria Australia, says: "Cripps' recognition as Champion Employer of the Year celebrates a partnership that truly embodies inclusive employment practices. Their willingness to co-design recruitment strategies and remove traditional barriers is proof that when employers genuinely commit to inclusion, everyone benefits. Congratulations Cripps for setting a new gold standard for employer partnerships.”
For Cripps, inclusion is not just good for the community. It strengthens the business with motivated, loyal and capable staff. The bakery’s commitment shows that inclusive recruitment benefits both people and performance.
Cripps’ recognition as a finalist proves their leadership in building workplaces where everyone has a chance to thrive.
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