Let's keep this going

Sign up today to receive our daily news briefs featuring a handful of the most important stories in business, tech, and life. Delivered weekdays and Sunday.

EMAILED ON March 26, 2020 BY Michael Waters

The economy might be toast, but the sourdough biz is on the rise

In the heat of lockdown, we’re all baking sourdough now

Everyone from The New York Times to Quartz to your friends on Instagram and Twitter are serving up sourdough recipes for our long weeks of COVID-19 isolation. One of our favorites: pandemic sourdough waffles

How to explain sourdough’s sudden popularity? It may be about more than just the extra time we have to pursue neglected hobbies. Some academics think that kneading dough gives us more control in our lives, at a time when we have so little.

Yeast is disappearing, and it’s all Instagram’s fault

Sourdough fever is not entirely a phenomenon of the social-distancing era. In the Before Time, — you know, on February 25 — CNBC hailed the “comeback” of sourdough, which had seen an 11% sales jump in the past 4 years.

Although groceries are running out of yeast and other baking staples, Big Flour — AKA the North American Millers’ Association — would like to reassure you that there’s no grain crisis. Empty shelves are a byproduct of slow supply chains, not shortages.

The buns are hot, and bakeries across the country are cashing in 

With amateur bakers leavening in numbers, bakeries like Bien Cuit in New York have seen big upticks in the number of customers buying their sourdough starter kits. 

A Vermont-based seller of baking supplies, King Arthur Flour, told The Washington Post that it has received more than 22k messages so far this year. As one Bien Cuit employee explained, “I’m getting the vibe that people are baking more bread at home.”

Get news (like this) delivered by email every morning

Easy there partner...

TO read this story, Enter your email below

let's save the world together

Hold that scroll...

Want the real story behind Amazon?

Bezos wasn’t always King. Find out how a shocking stat started his empire.

You're already reading this so you might as well let me finish my point.

Look, you came to this site because you saw something cool.

But here’s the deal. This site, also known as The Hustle, is actually a daily email that covers the important news in business, tech, and culture.

So, if you like what you’re reading, give the email a try. You can always unsubscribe.

Fresh business and tech news served daily.