Matt Parfitt: Pioneering with Purpose; Leading with Perseverance
At Grace Enterprises, CEO Matt Parfitt leads with clear purpose and perseverance, proving that business can be a powerful force for restoration. This year has brought many challenges, especially for the biscuit business Half the Story; biscuits that transform lives offering dignity, hope, and a fresh start to those facing barriers to work. Matt’s story is a testimony to purpose-driven leadership and God’s provision.
Crown connections!
Meet Matt Parfitt, CEO of Grace Enterprises, a Nottingham-based family of social enterprises transforming lives through meaningful employment. Guided by his Christian faith, Matt leads with a conviction that business can be more than profit — it can be a vehicle for grace, dignity, and restoration.
That vision first took shape through Radiant Cleaners, a commercial cleaning company providing supportive jobs to people overcoming barriers such as homelessness, addiction, or criminal records. Over time, Grace Enterprises grew to include Jubilee Events, a marquee hire business, and Half the Story, a biscuit brand launched with homeless charity Green Pastures — a model with potential for replication and growth across the UK.
Reflecting on what has been a challenging yet faith-filled year, Matt says,
“There are four things in which God has come through spectacularly in the past six months: none of them are miracles, but it takes a lot more faith to believe in chance than in our creator God!”
A Biscuit and a Blessing
One of those stories began with biscuits — and a taxi ride.
“We had outgrown our production space and needed a £25,000 packaging machine,” Matt recalls. “But we’d only need it for a couple of hours each day. Big companies would have four of these machines and full-time operators. We needed expertise far beyond what we had. How would we ever find someone for a few hours a day?”
Secondly, there was another unexpected encounter: “I rarely get taxis, but I was running late for an event and had lots of biscuits to take. The driver, a Christian from Eritrea, told me he’d worked at Boots in Nottingham for 12 years as a machine operator before being made redundant, but the taxi hours didn’t suit his family.”
That conversation turned into a partnership. “He came on board for three or four hours each afternoon and did far beyond what we could have imagined. He was an answer to a prayer we didn’t even dare pray — as Isaiah 65:24 says, ‘Before they call I will answer.’ He’s been such a blessing.”
Facing the Impossible Lease
Thirdly, uncertainty loomed over the bakery’s lease. Grace Enterprises had rented a small space with plans to take on the full lease if the business proved successful. But the landlord wanted a big, established tenant — not a small, charitable start-up. Their terms were daunting: a year’s rent upfront and a limited company guarantor.
“That seemed impossible,” Matt says. “It would be a liability on our balance sheet, and shareholders would say, ‘No way!’”
Then came another unplanned encounter. During a guest’s visit to the biscuit factory, Matt explained the situation not realising the man owned his own limited company. “He and his wife believed enough in what we’re doing that they offered their company as security for ten years of the lease. It was phenomenal!”
Still, the upfront rent — £50,000 — posed another hurdle. A retired businessman, hearing about the challenge, simply said, “I could do that for you.” The funds came from a Stewardship account, connecting Grace Enterprises to new philanthropic support.
“Sharing openly with people has unlocked incredible help,” Matt reflects. “We’ve seen God’s provision again and again.”
Growing Space, Growing Hope
Fourthly, even with the new machine and operator, production was still a struggle. The bakery was too hot in summer, too cold in winter, and always too small.
“They’re handmade biscuits,” Matt explains, “so the more we sell, the more people we employ. And that’s what Grace Enterprises is about — the people, not the product.”
Discussion with Roy Crowne from Gospel Entrepreneurs helped Matt explore a way forward. Within six weeks, funding came together, and the bakery expanded to seven times its previous size.
“Twelve months ago, it felt like the perfect storm,” Matt says. “We were told what we wanted was impossible — and less than two months later, it was done, above and beyond what we needed. It felt like God’s favour.”
From Teacher to Trailblazer
Matt’s journey to social enterprise began with a bold decision. “God called me one Saturday afternoon when I was teaching,” he says. “I handed in my notice on Monday morning without knowing what I was going to do.”
He knew one thing: he was meant to be an employer — to create jobs for people who needed a second chance. His first attempt, a gardening business, taught him valuable lessons. “It was great, but it would never employ a single mum or someone recovering from addiction. I didn’t leave teaching to become a gardener — I left to become an employer, creating diverse jobs for diverse people.”
That realisation led him to start multiple ventures, each designed around the people running them. “I’ve gone from doing, to managing, to leading — and now to leading others to lead,” he reflects.
When asked how he chooses new businesses, Matt says: “I’d rather find the right person first, then come up with the idea, and trust that God will provide the money — not the other way round. The biscuit business started because I met someone who saw a gap in the market and had the expertise. I’ve never baked a biscuit myself — it isn’t about me knowing about biscuits!”
Purpose Beyond Profit
Grace Enterprises now runs three thriving businesses, with a vision to grow to seven — each marked by excellence. For Matt, excellence isn’t about prestige; it’s about honouring people and purpose.
“Excellent biscuits are just the vehicle,” he says. “What matters is creating real jobs that restore dignity, build confidence, and show that everyone has value.”
Perseverance has been essential. “Anyone who thinks it’s going to be easy will find out it’s not,” Matt says. “It comes down to why you started — and who you’re doing it for.”
For Matt Parfitt and Grace Enterprises, the answer is clear: They are building businesses that bring life in all its fullness — one person, one story, one biscuit at a time.