Sourdough smiles - credits below article
Bread makers around the globe benefit from the Real Bread Campaign initiative.
Sourdough smiles - credits below article
The ninth annual, international celebration of genuine sourdough bread and people who make it saw thousands of people in more than 60 countries join the fun – see below.
Of 189 people who responded to our survey:
We will review the feedback and suggestions ahead of next year's Real Bread Week and Sourdough September.
Of 80 Real Bread business owners who responded:
Stacie Kearney of Lucky Lady Bread Company in Spokane Washington, USA said: “I am so happy you are bringing awareness to the difference between sourdough and sourfaux. I am constantly explaining that sourdough is a process not a flavor. I am grateful for your campaign!”
Canterbury Baking School owner Victoria Feldman told us: “My business has become so busy and sourdough is my most popular workshop. I love what you guys are doing so happy to support you!”
Other than selling sourdough bread, one of the most popular ways in which bakeries engaged with their customers was by giving away pots of sourdough starter culture, along with care guides and recipes. Better Health Bakery reported an increase in giveaways, suggesting that lockdown might have contributed to the popularity.
The month was one of creating and building connections though making and breaking sourdough bread:
Mad Hatter Bakery owner Mark Long called Sourdough September “a fantastic initiative, which links well with our very own Real Bread Aotearoa here on New Zealand.”
Michael Gopfert passed a no-knead recipe to around 45 members of the Wirral Bread Circle, who then came together for a bread-centric feast.
Co-incidentally, the month also saw the first meeting of Defra’s Bread and Flour Technical Working Group (BFTWG). Though the first rule of BFTWG is that you must not talk about BFTWG (seriously), we have a seat at the table and put our Honest Crust Act proposals on it. These include establishing a legal definition of sourdough bread in the UK.
On Instagram alone, we spotted more than 4300 #SourdoughSeptember tagged posts from Aruba, Australia, Austria, Bolivia, Brazil, Brazil, Canada, Chile, China, Colombia, Croatia, Curacao, Czech Republic, Denmark, Egypt, England, Fiji, Finland, France, Germany, Greece, Hong Kong, Hungary, Iceland, India, Indonesia, Iran, Ireland, Isle of Man, Israel, Italy, Kuwait, Lebanon, Malaysia, Malta, Mexico, Morocco, Netherlands, New Zealand, Northern Ireland, Norway, Peru, Philippines, Poland, Portugal, Qatar, Russia, Scotland, Singapore, Slovakia, Slovenia, South Africa, Spain, Sweden, Switzerland, Thailand, Trinidad and Tobago, Turkey, UAE, USA, Vietnam and Wales.
We’re confident that many thousands more people who didn’t use the hashtag (or social media at all) participated in more countries.
“It is a great promotion for people to discover Real Bread and also a chance for them to understand that they can make it, quite easily. It helps that first awakening of what people are eating in their supermarket loaves and encourages them to read the label. Once they see what's in it, they want to know more about sourdough and Real Bread in general.” Cath Lloyd-Williams, The Doorstep Baker, Bewdley, Worcestershire
“I think you do a great job in keeping this momentum going.” Paul Barker, Cinnamon Square, Rickmansworth
“Keep going, it’s great to focus messaging on sourdough Real Bread versus fakes.” Caroline Stephens, Rex Bakery, Little Chalfont
“Sourdough September gave me the opportunity to explain to people the difference between sourdough and sourfaux, the Chorleywood Process and the benefits of eating Real Bread.” Sam Cornish, Bread of Haven, Ridlington
"We do think it’s important. It gives us a reason to talk to our customers and encourage new interest.” Sue Bailey, The Forest Bakehouse, Longhope
“You guys are doing an amazing job by creating awareness about sourdough!” Sylvester Spinelli, Elisbakery, Newcastle upon Tyne
Photos © Kate Jenkins, Eddy Sleiman (Ed Baker), Steven Croft, Lisa Harris, Justin McAteer and Ildiko Toth (Cultured Bread).
Real Bread Campaign: Finding and sharing ways to make bread better for us, better for our communities and better for the planet.
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