There’s a difference, and it costs you sales. The person who wrinkles their nose at your table and says “oh, sourdough’s too sour for me” isn’t rejecting sourdough. They’re remembering the last aggressively tangy, gummy slice somebody handed them and called artisan. That loaf sat in bulk too long. The starter was past its window. Nobody controlled the ferment, so the ferment ran the show. Flavor isn’t luck. It’s a decision you make, and it starts before you ever mix dough. It starts in your starter. A starter fed and used at its peak gives you that clean, mild, slightly sweet, nutty bread that turns a “too sour for me” customer into a repeat buyer. A starter you pulled hours past peak, or one you’ve been neglecting, brings sharp acid and a flavor most people at a farmers market don’t want. Same flour. Same hands. Completely different sale. If you’re selling bread, this is the whole game. You’re not just baking loaves. You’re building a flavor people come back for. And you can’t build it consistently until you can read your starter and time it on purpose. That’s exactly what this video walks through. Flavor control, and how all of it traces back to the jar on your counter. Watch it here: https://youtu.be/4N4nCAnV5yU Then come tell me: what’s the feedback you hear most at your table, and does “too sour” show up more than you’d like? Perfection is not required. Progress is. ~ Henry ⭐🔥

The Recipe Pantry got a proper facelift, and I want to walk you through what’s new — because these changes are all about making your time in the kitchen smoother. We’re pushing 52,000 bakers through the pantry every month now, and it keeps getting sharper the more you use it. Every loaf you bake, every timer you set, every recipe you search teaches us what’s working and what needs fixing. Your baking makes the pantry better. 𝗛𝗲𝗿𝗲’𝘀 𝘄𝗵𝗮𝘁’𝘀 𝗻𝗲𝘄. Finding a Recipe Is Faster Now Start typing “sourdough” and the pantry starts showing you matching recipes before you even finish the word. No more typing the whole thing out and hoping something comes up. If you like using your keyboard, you can now arrow down through the suggestions and hit Enter to jump straight into a recipe. Hit Escape if you want to close it out. The part of the recipe name that matches what you typed gets bolded, so your eye lands right where it should. 𝗧𝗵𝗲 𝗦𝗲𝗮𝗿𝗰𝗵 𝗕𝗮𝗿 𝗙𝗼𝗹𝗹𝗼𝘄𝘀 𝗬𝗼𝘂 The search bar now stays put at the top of the page while you scroll. So if you’re halfway down the page and think of something else you want to look up, you don’t have to scroll all the way back up. It’s right there waiting. There’s also a little X button to clear your search in one tap, and a count that tells you how many recipes match what you searched. So if you type “cinnamon” and see “12 recipes,” you know exactly what you’re working with. 𝗦𝗵𝗮𝗿𝗲 𝗮 𝗦𝗲𝗮𝗿𝗰𝗵 𝗪𝗶𝘁𝗵 𝗮 𝗙𝗿𝗶𝗲𝗻𝗱 Here’s a nice one. When you run a search, that search is now saved in the web address itself. So if you find a great list of recipes and want to text the link to a friend, they’ll land on the exact same results you were looking at. Same thing if you accidentally close the tab — refresh and you’re right back where you started. Easier to Find Pantry Pro and From Oven to Market I put direct buttons for Pantry Pro and From Oven to Market right in the top navigation. No more digging around trying to find them. They’re front and center where they should be.

- What you bake: Not a big baker, but I do a lot of zucchini bread in the summer and have started to play around with sourdough, eventually want to open my own catering business - Whether you're already selling or just getting started - just exploring different options and research. - What you're hoping to learn - tips to open a place.

This is where I’ll be adding the more polished, deeper-dive lessons, walkthroughs, calculators, and practical tools that do not always fit neatly inside a single module. Think of it as a growing reference shelf for the business side of baking: production, pricing, planning, markets, systems, and the little details that make the work easier to repeat. The first lesson is Market Levain, a walkthrough on scaling your starter for real batch sizes without turning your mother starter into a giant science project. Start there, and keep an eye on this section. I’ll be adding more. https://youtu.be/FR3915Hlizw

I completed the homework in #1.2 of "Who You Serve". This customer profile exercise was enlightening because I learned who I wanted my customers to be. I found I love the artisan style of baking, and my customers are the ones who care about clean ingredients and simplicity. Here is my customer in one sentence: "I create handcrafted artisan breads and goods for people who value real food and thoughtful ingredients." What do you think? Too simple, not enough, or too broad? I would value some honest feedback:) Thank you. @Henry Hunter