ABOUT

        You know, I really did believe the grocery store bakeries for most of my life.

 

         "Fresh baked in store."

                                    "Baked fresh daily!"

                                                            "Made right here in the store!"

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        You see attractive phrases like this plastered everywhere, coupled with a bakery teeming with flour-dusted activity. It lures you in with promises of wholesomeness and homemade goodies. And then, just like that, these notions are shattered when you step back there yourself to make a paycheque. I remember the first time I saw a coworker take a big blob of weirdly coloured goop out of a giant, commercial sized plastic pail that arrived from a factory somewhere and started plopping them into muffin tins while another was sticking a "made right here in store!" sticker on the packaging. Another was laying out the frozen, mass-produced pastries that we sold out of every morning to be "freshly baked in store". Behind me, someone was restocking the jelly fillings, which also resided in large white buckets with an ingredients label too overwhelming to comprehend on first glance.                          To say it was eye-opening was an understatement. Deceptive marketing at its finest.

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        In 2024 I had my first big push towards keeping away from questionable ingredients and store produced products when we found out we were becoming a family of three. All of sudden, it's not just about you anymore when it comes to what you're eating. You see studies about how toxic artificial colours and flavours are (go down the rabbit hole that is "natural flavours", by the way), and how everything is chocked full of preservatives and conditioners to enhance taste, texture, and longevity. Not YOUR longevity, by the way. Noooo sir.

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We are overwhelmed by... well.. garbage. Absolute, garbage.

But garbage that is getting better and better at hiding the fact that it is actually still garbage. 

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        Then shortly after all of this, came the second big push. It was the realization that even finding something as simple as bread with an ingredients list that wasn't a 400 page novel complete with 3 sequels (at least, that's what it felt like once you finished Googling all of the ingredients that you can barely pronounce), was unreasonably difficult. What could be simpler to put together than plain old BREAD! Flour, water, salt, yeast... but no. Then I thought I would reap the nutritional benefits of a "fresh baked in store" artisan style sourdough boule until I turned to the label and not only were there a ton of ingredients, but there was also "sour flavour" tossed in there. ​

Really?  Yes. I am sad to report that is true.

As I said before, gaaaaaarbage.

So... now where does one turn? 

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        Well for me, I have always had a very big interest in cooking and baking so I am fortunate that I not only enjoy doing such crafts, but I also have the ability to do so. I quickly realized however, that is not the case for most. Time constraints. Lack of kitchen space. Minimal knowledge but a strong desire to eat real foods. The daunting and expensive task of acquiring all the necessary tools and gadgets and tricks and techniques and... and... and... you get it.

I see ya'll... and that's why Wildflour exists.​

For you.​

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Let's enjoy real food.

Real ingredients.

And some real passion for it.

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Let's go back to bread that is just flour, water, salt, and yeast like it SHOULD be.

Reap the benefits of REAL wild cultures from long fermented sourdough done the proper way.

Beautiful colours that aren't going to make your kids have a mental episode afterwards.

Stop drowning ourselves in excessive amounts of refined sugars and bleached flours.

It can be done. Homemade is making a comeback and I'm so happy that I can help provide that.

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I'm glad we found each other.

Now... let's EAT.

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Sincerely,

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 Krystal