ITV's production arm, Lifted Entertainment, has apologized to Manchester baker Rich Myers after staff requested free food for The Voice celebrity guests. The incident occurred when the production team attempted to trade social media exposure for complimentary products from Myers's bakery, Get Baked.

The £350 million profit vs. the request for free treats

The request for free goods came from an individual representing "The Voice Team," who emailed Get Baked to ask if the bakery would provide products for talent dressing rooms and green rooms. According to the report, the email suggested these items would "boost their long working days," but explicitly stated that ITV—a conglomerate with pre-tax profits of approximately £350 million—could not offer monetary compensation.

Instead of payment, the production team offered the promise of exposure to the show's "highly influential coaches and presenters." This included high-profile figures such as Will.i.am, Tom Jones, Tom Fletcher, and Danny Jones, as well as host Emma Willis. However, a spokesperson for Lifted Entertainment told the Daily Mail that the apology issued following the backlash was not intended to suggest that these celebrities were involved in the request.

A declining audience from 8.6 million to 2.8 million

The attempt to leverage "exposure" as a currency faces significant scrutiny when compared to the show's recent performance. Rich Myers pointed out that the value of such a partnership is questionable given that The Voice has seen a massive drop in viewership, falling from 8.6 million viewers in 2015 to just 2.8 million in 2024. This decline highlights a growing tension between large media corporations and the small businesses they often target for in-kind contributions.

This incident reflects a broader trend where major networks attempt to secure marketing partnerships without offering fair financial compensation. As the audience for traditional broadcast television continues to shift, the perceived value of being featured on a declining prrogram is increasingly insufficient for independent entrepreneurs who rely on actual revenue to survive.

The Bertha cake maker's blunt response

Rich Myers, the owner of the Manchester-based Get Baked, did not take the request quietly .. Known for his edgy marketing and his famous "Bertha cake"—a massive slice featuring 24 alternating layers of chocolate sponge and ganache—Myers took to Instagram to share the email and his response. He branded the request a "total disgrace" and suggested that such corporate tactics should be made illegal.

While Myers clarified that he did not blame the specific employee who sent the email, he directed his anger toward the corporate culture that allowed such a request to be drafted. his public shaming of the network has turned a simple procurement error into a viral story about the ethics of corporate-small business reltaions.

Who authorized the email at Lifted Entertainment?

While Lifted Entertainment has moved to contain the damage, several questions remain regarding the internal oversight of the production. Although the company stated that "immediate steps have been taken to ensure this type of request is never made again," it remains unclear who within the management hierarchy authorized the solicitation of free goods.. Was this the work of a rogue staffer,or is this a standard, albeit poorly executed, procurement strategy within ITV Studios?

Furthermore, the public is left to wonder how many other small businesses have received similar requests from major broadcasters . While the apology from Lifted Entertainment aims to resolve the immediate conflict with Myers, the incident leaves a lingering question about whether the culture of seeking "freebies" from local vendors is truly being dismantled or merely suppressed following public outcry.