Monthly Archives: June 2016

Mini loaves a big hit

mini loaves
Mini Smittybreads: (clockwise from l.r.) Multi-grain, rye, seeded, pain au levan.

I sold more loaves and set a personal sales record at the West Lafayette Farmers Market this past week, in part due to the perfect weather but also because of a new product I came up with almost by accident: miniature loaves.

The idea for Mini Smittybreads came about as a result not of thinking about new ways to market bread but more efficient ways to produce it.

As a small volume baker churning out three large loaves for every 30 minutes of oven time, I’ve struggled with sacrificing an entire loaf of bread to cut into sample pieces. Some days I haven’t offered samples even though they are a great way to engage customers and sell more bread.

The solution to my sample dilemma came to me a week ago: produce enough dough for the requisite number of loaves plus a little extra for a sampler loaf. The first time I tried it, it worked out well, giving me just enough samples for market without cutting into a large loaf.

multigrain miniloaves
The larger of these multi-grains is for sampling purposes.

Then I got to thinking: These little loaves are darned cute. Not only that, they are just the right size for a small dinner, a snack or an appetizer tray. They are also easier to cut and, for market-goers wanting to conserve cash, easier on the wallet.

In the past I’ve frequently had customers tell me they couldn’t possible use an entire 23-ounce loaf of bread. My only response, until now, has been to tell them they can always freeze half for later. In my experience that argument seldom worked.

With miniature loaves, however, I can offer a solution to the too-much-bread dilemma while at the same time appeal to that part of human nature that thinks miniatures are cute (Shetland ponies, tiny houses, toy poodles. Well, maybe not poodles …) A customer unwilling to spring for a large loaf of rye might well buy one small one and a couple more besides.

Incidentally, while I was at the market Wednesday afternoon pushing mini-loaves, a child of neighboring vendor, Holy Cow Farm Fresh, was playing behind the booth with a set of miniature farm implements. The parallel between his fascination with 1/64th scale combines and sprayers and my fascination with 1/3rd scale loaves of seeded sourdough didn’t dawn on me until days later.

To be honest, I worried that the sale of mini-loaves might cut into sales of the larger loaves, but I don’t think it did. I quickly sold out of mini-loaves of rye, multi-grain, seeded and pain au levain, each weighing 7 ounces. Several customers bought more than one. To my satisfaction, most of the small loaves went to new customers while my regulars continued buying the larger loaves. I went home with seven large loaves but was able to sell them all by the next day.

The large loaves sell for $7 each. The mini’s, weighing a third of their larger cousins, sold briskly at $3 apiece, or 3 for $8. I don’t know if I’ll make mini-loaves for each and every market, given that they require a little extra labor to produce and package. But they appear to be a novel and effective way to sell more bread and bring a smile to the faces of me and Smittybread customers.

 

My 15 minutes (seconds?) of fame

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The last box. Now, if I could just remember where I put it …

It’s been extra busy around the Smittybread home-based bakery this spring. In addition to baking artisan breads for the West Lafayette Farmers Market, I’ve moved from one side of town to the other and have been making plans to start a storefront bakery.

While the move was just a few miles geographically, it was an arduous task sorting, packing and moving years of accumulated stuff. Luckily most of my baking ingredients and gear didn’t get lost in the shuffle. Of the first five West Lafayette Farmers Market sessions so far this year, I’ve only missed one and have sold pretty much everything I’ve been able to bake.

Unfortunately, the week I had to skip baking due to the house closing was ill-timed. It was the week Smittybread was featured in an article in Lafayette Magazine focusing on how diverse vendors use farmers’ markets as springboards to launch new products and businesses.

Smittybread feature
An article about Smittybread appears in the Summer 2016 issue of Lafayette Magazine.

Anticipating the added interest the article might create, I took a few minutes before market opened May 18 to let my neighboring vendors know why I would not be joining them and that I would return the following week. One of them later said he was swamped with inquiries from people looking for Smittybread. Luckily they didn’t give up looking because I’ve since met many new customers who said they heard about Smittybread through that article. Thanks to writer Kathy Mayer, photographer Tom Baugues, and Lafayette Magazine for the positive press!

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Smittybread pain au levain ready for market.

In addition to spending time moving the household and baking many baskets of sourdough bread this spring, I’ve been making plans to open a bakery. Were it not for the success I’ve had marketing sourdough bread, baguettes and pastries at the farmers market, it’s unlikely I would have the confidence to attempt something so bold, or as some might say, foolhardy. More about this in a future post.

This past week at the market I also was interviewed by a local TV news reporter for a story about a new farmers market website. As a former newspaper reporter for the Journal & Courier, I would often spot myself on the WLFI-TV 18 news, usually in the background of video shot at elections, council meetings, groundbreakings or other events. I’ve also occasionally appeared in news clips as the keyboardist in the local country band Moonshine Mason and the Rotgut Gang. I believe this was the first time, however, that I’ve been interviewed for a news story. It was a great experience.

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Screen grab courtesy of my computer and WLFI.com

WLFI-TV 18 Multi-platform Journalist Brittany Tyner wanted to know what I thought of a new website, FarmersMarket.com, where customers can buy from farmers’ market vendors without actually going to the market. Items purchased online are picked up at a given location once a week. It so happens that the Lafayette pickup location for items purchased through the website is Great Harvest Bakery. I told the reporter that while the idea has merit, I would not want Smittybread customers picking up their bread at someone else’s bakery.

That said, I also told her that community bakeries are not so much competing with each other as with large corporations that produce bread-like product in mass quantities for pennies per loaf and ship it, often frozen, great distances to outlets where it may sit days or weeks before being purchased.

There is no shortage of potential bread customers since nearly everyone eats bread in one form or another every day. When you think of how much bread is consumed per capita, capturing even a tiny portion of that market should be enough to keep a local bakery in business. The biggest challenge we face as community bakers is connecting with consumers and earning their business with a consistently good product that is priced competitively and delivered with a smile.