Motherdough 2.0: Adding our voice to the global movement for real bread.

If you haven’t read my first blog, I highly recommend starting there before diving into this one.

That first post sets the foundation for the journey that Motherdough has been on.

But now, it’s time to jump straight into Motherdough 2.0 – a phase that is all about cultivating a global sourdough movement.

The Beginnings of Expansion

It’s hard to believe that it’s already been nearly 11 months since we opened our doors in Franschhoek. Our shop began on a shoestring budget – literally! We grew incrementally, adding on and expanding as we could. Each step was a learning experience, and the lessons we gathered along the way were invaluable.

Opening day, November 10, 2023, was timed perfectly with the bustling tourist season in Franschhoek. We were overwhelmed by the reception! It was busy beyond anything we had imagined, but the best part was the unwavering support from our local community. They became our biggest cheerleaders, spreading the word and bringing in people from far and wide to experience Motherdough firsthand.

Growing with Passion

As the weeks passed, we continued expanding our menu. What began as a focus on sourdough bread quickly grew into a diverse offering of pastries, breads, and other naturally fermented products. The response from customers has been nothing short of heartwarming. People from all walks of life, both local and international, have discovered Motherdough, and with it, the joys of real, healthy, and authentic bread.

A surprising discovery was how many of our customers shared their experiences of improved health from switching to our bread. Issues like indigestion, heartburn, and other digestive concerns were alleviated, all thanks to the simplicity and purity of real, naturally fermented sourdough. For us, that’s what it’s all about – bringing back real and proper bread to the table, bread that nourishes rather than harms.

There’s something incredibly rewarding about seeing customers walk through our doors with smiles on their faces, pulling out their phones to capture the moment for Instagram stories or reels. The love for real food is tangible, and it’s been our greatest joy to create something that connects people to the simplicity and authenticity of quality ingredients.

The State of the Food Industry

I’ve been deeply reflective on the state of our food culture today. There’s a pervasive habit of taking shortcuts, using cheap ingredients, and prioritizing profit over the health and well-being of consumers. This is something I feel strongly about, and it’s one of the driving forces behind Motherdough.

Real sourdough, for example, must go through a complete fermentation process. Adding commercial yeast or other additives dilutes its authenticity. Unfortunately, in South Africa, our food regulations are lacking, and many larger companies can get away with labeling products as "sourdough" when they are far from it. It’s not about providing value to the customer – it’s about making money.

What frustrates me the most is the lack of consumer education. People often trust the labels and the reputation of big stores without questioning the quality or authenticity of what’s being sold. It’s a cycle of misinformation, and many consumers are unaware that they’re being shortchanged. But as we continue this journey at Motherdough, I’ve found so much fulfillment in educating our customers. I take every opportunity to teach them about what real food is, and how simplicity, honesty, and transparency in the ingredients we use matter deeply.

Facing Challenges and Competitors

Of course, not everyone is open to this kind of education. There have been moments when people questioned the price of our bread or doubted that everything we make is truly naturally fermented. Some are open to learning, while others remain stubborn and resistant. It’s all part of the process – planting seeds of knowledge and letting them grow in their own time.

We’ve also faced competition from other businesses claiming to produce "authentic" sourdough products. When you know the reality of their production methods, it’s disheartening. It feels like a betrayal of what sourdough represents. These competitors prioritize profit margins over the consumer’s health, and that’s where we differ. At Motherdough, the truth is in the product itself, and our customers can taste the difference.

Expanding Our Reach

An exciting opportunity came our way when we were approached to open a shop inside a restaurant at a lifestyle estate in the Winelands. We seized the moment, and it’s been a fantastic expansion. While careful planning and cautious steps are essential, sometimes you have to take bold actions to keep moving forward. We’ve never looked back.

Giving Back to the Community

One of the values closest to our hearts are giving back to the community. While we may not always have the financial resources to make large contributions, we’ve found ways to make an impact. Early on, we partnered with local feeding schemes, donating fresh goods that didn’t sell. It brings us so much joy to know that a child in a classroom or a family in need won’t have to face hunger. After all, what’s the point of being here if not to make a difference?

For me, Motherdough is more than just a business – it’s a way of contributing to something larger than ourselves. Bread, with its rich history, has always been a staple of nourishment and connection. And through Motherdough, we’re able to uphold that tradition while also giving back to those who need it most.

Moving Forward with Integrity

At the end of the day, what sets us apart isn’t just the quality of our bread and pastries – it’s the integrity behind every loaf we bake. We’re not in this just to make a profit; we’re here to offer real, clean, and honest food. It may not always be the easiest road, and yes, we’ve encountered people who are skeptical or even offended by our approach. But I’m driven by my passion for this journey, and nothing can shake that.

I’ve learned many lessons along the way, and one of the most important is that honesty will always prevail. No amount of marketing or fancy labeling can disguise the truth of a product. At Motherdough, we let the bread speak for itself.

Looking to the Future

I plan to dive deeper into these issues in future blogs – from the importance of reading labels to asking the right questions at your local bakery. But until then, I encourage you to become more aware of what you’re consuming. Challenge the status quo, educate yourself, and demand better. Because, at the end of the day, you deserve real, nourishing food.

Motherdough is committed to being part of a movement – a movement that is bringing back authenticity, honesty, and care to the food we eat. Thank you for being a part of this journey with us.