Mark Bittman

that really well okay we can say that was I don't want to take too much credit we can say that was a signal moment and maybe it was but COVID was important also because people were locked in their houses and they were like what am I going to do and they're like maybe I'll make some sourdough bread I think what's happening now and obviously we're basing a business on this hope and assumption what's happening now is people are understanding bread is not the enemy bad bread is the enemy exactly there is a whole lot

And so starting a business that's making good bread and making it available to people, our hope is that we're going to catch a wave on that.

And it's time because if you look at no-knead bread and then no-knead bread was not –

Sourdough.

Sourdough is a naturally fermented bread.

No-knead bread used commercial granular yeast.

It was great for its time.

We moved past that.

Sourdough natural fermentation is a better way to make bread.

It's better for your gut.

It's better for people with allergies.

It works better.

It tastes better.

All of that.

And then the next level is really whole grain.

And you can't make whole grain.

You can't make good whole grain bread unless...

you use sourdough unless you ferment it naturally.

And that's how bread was made all the time until like 1875.

I mean, 10,000 years and then we screwed it up instantly and it's been pretty bad since then.