Look back in sanger

A brief review of Sourdough September’s success.

The Status of Sourdough event. Credit: Chris Young / www.realbreadcampaign.org CC-BY-SA-4.0The Status of Sourdough event. Credit: Chris Young / www.realbreadcampaign.org CC-BY-SA-4.0

News Real Bread Campaign

Published: Monday 14 October 2024

It’s impossible to know how many people around the world participated in, and benefitted from, the Real Bread Campaign’s 12th annual, international celebration of genuine sourdough bread.

One indicator is that the #SourdoughSeptember hashtag was used 1,742 times on Instagram alone, where we spotted posts from people in 45+ countries:  Australia, Austria, Bulgaria, Canada, Costa Rica, Cyprus, Denmark, Egypt, England, Estonia, Finland, France, Germany, Greece, India, Indonesia, Ireland, Isle of Man, Italy, Japan, Jordan, Latvia, Malaysia, Marshall Islands, Mexico, Netherlands, New Zealand, Northern Ireland, Norway, Philippines, Portugal, Puerto Rico, Russia, Scotland, Serbia, Singapore, Slovakia, Slovenia, South Africa, Sweden, Switzerland, Turkey, UAE, Ukraine, USA, Vietnam and Wales.

It’s probable that many more people in many more places joined the fun.

Media coverage

Outlets that featured Sourdough September included:  Bakery & Snacks, Bakery Business, Belfast Telegraph, Best, British Baker, Country Living (USA), East Anglian Bylines, Eastern Daily Press, Feast Magazine, Foodful, Good Morning Washington (USA), Living Local DMV (USA), Love Money, Luton Today, Retail Gazette, Staffordshire Living, Waitrose Weekend, Wisconsin News Association (USA), WYTV (USA), Yorkshire Evening Post.

Dough raised

Thank you again to the bakery that doughnated £1000 to the Campaign, and another that matched the £70 their customers gave in return for portions of sourdough starter. We’re still collecting doughnations to help ensure that the charity Sustain can keep running the Campaign.

Please email us for details of how to transfer dough you collected, or click here to make your own doughnation.

More ways to support our charity's work

Next up

Don’t miss the opportunity to tuck into Real Bread Week 2025, which runs from 15 – 23 February. In the meantime, are you baking your lawn?

Feedback 

Comments we received included:

“It’s always well-advertised and coordinated and gets a range of folk networking.”

“It’s always such a nice time to chat to customers about what we do and why we do it. We gave out around 40 Dough Monsters during the month. Got some nice pictures back from people who have made Real Bread using it.” 

“As ever, [I was] amazed by the extent of the Campaign's reach on limited time and resources. It feels enthusiastic, inclusive and fact-based.”

“I think Real Bread Week and Sourdough September are both valuable and very important in promoting public awareness of what bread should be and not what it currently is. Your events help to focus on this very important task.”

“Obbyr niartal - mighty work, in Manx. Keep going!

“Our toddler is most intrigued by the Dough Monster and its results, and I hope this will result in a life of engagement with baking.”

“Thanks to the work of Real Bread Campaign, I feel Sourdough September is beginning to take on a life of its own and into the public consciousness.  It's certainly inspired people to share their interest in sourdough, whether or not they are aware of the Real Bread Campaign.” 

“You are doing a grand job, and it's not easy to stick your neck out to fight what is wrong.  We have great respect and admiration for what you do. Sourdough September is a great idea.”

“I was contacted by Belfast Telegraph for interview for a feature on Sourdough September.”

“The Dough Monster idea is really neat.”

“Residents at Sydmar Lodge Care Home celebrated The Real Bread Campaign #SourdoughSeptember by finding out all about sourdough. They then tried three different sourdough from Grodz Bakery in Edgware.”

(In case you’re wondering: sanger is Aussie slang for sandwich.)


Real Bread Campaign: The Real Bread Campaign finds and shares ways to make bread better for us, better for our communities and better for the planet. Whether your interest is local food, community-focussed small enterprises, honest labelling, therapeutic baking, or simply tasty toast, everyone is invited to become a Campaign supporter.

Sustain
The Green House
244-254 Cambridge Heath Road
London E2 9DA

020 3559 6777
sustain@sustainweb.org

Sustain advocates food and agriculture policies and practices that enhance the health and welfare of people and animals, improve the working and living environment, promote equity and enrich society and culture.

© Sustain 2024
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