Smittybread Bakery’s first year in business came and went with little fanfare but a heckuva lot more activity than we saw a year ago.
This past few weeks saw the bakery churning out more products, reaching more customers, bringing in more revenue, and continuing to build on its reputation as a must-try community asset for anyone who appreciates craft bread and pastries.
Last year at this time the bakery was open two days a week — Friday and Saturday — and participated in farmers markets on Wednesdays and Thursdays. It seemed impossible at that time to staff and supply the bakery and markets at the same time.
This year we are open four days a week and participate in three farmers markets most every week. It’s a stretch at times, but having a presence at the farmer markets in Lafayette, West Lafayette and at Purdue University is well worth it because it introduces our product to new customers in addition to boosting sales.
I have three groups of people to thank for our success: My family, which has been super supportive, both as customers and workers; our customers, who are some of the most interesting and appreciative people I’ve ever met; and the Smittybread staff.
A while back one of my in-laws asked what the most challenging part of running the business has been, and without hesitation I told him that finding and retaining qualified help was by far the number one challenge.
Although I have advertised for new employees with some success, most of Smittybread’s workers found their way to the bakery on their own initiative, were introduced by mutual acquaintances, or are members of the family. This is positive, as they are highly motivated people who are here because they want to be.
On the other hand, I am perpetually short-staffed. Good workers, God bless ’em, don’t just walk up and introduce themselves when they are most needed. And experienced sourdough bakers and pastry chefs aren’t so numerous as to be included in my immediate circle of friends, family and customers.
Two other major challenges are marketing and paperwork. I’m hesitant to mount any sustained marketing campaign, due to lack of time and resources. And although I get numerous offers to spend more money on advertising, I continue to have faith in word of mouth and what traction we can get through social media and support of local non-profit organizations.
Even so, it amazes me how many people have never heard of Smittybread or who have heard of it but never tried it. (I often think of this on slow days when I’m out and about and happen to see a line of cars wrapped around a national chain restaurant waiting for burgers and fries.)
The paperwork is another issue. The number and variety of government and financial regulations and deadlines continues to baffle me as new ones come to my attention nearly every month. Years from now when I’m retired I’ll probably wake up in a cold sweat thinking of some critical piece of paperwork or fee I’ve missed.
That said, the long nights of prepping, the early hours of getting ready to open, and the frustration of figuring out who’s going to be available to work which shifts has been worth it.
When I see the smiles on our customers faces, feel the camaraderie of my small but hardworking staff, and watch a decent batch of sourdough spring to life in the oven knowing it will all be sold within a few hours, I thank my lucky stars I stumbled across this profession not too late in life.