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Meet the Baker Who's Making Millions With His $2 Sourdough Loaf

Unknown bakeries, baking, bread, bread baking, cooking

Jason Geary has his mother confined in a secure, climate-regulated chamber. She resides in an enormous enclosure weighing around four tons when stationary.
 vat
 And is given a rigorous regimen of flour and water every four hours.


 He joyfully points out that she is approximately 45 years old and goes by the name 'Sidney'.


 Of course, he is referring to his 'mother' dough – the sourdough starter that serves as the lifeblood of his 119-year-old family bakery in Leicestershire.


 Or should that be grandfather dough as Sidney is named after Jason's late Grandpa, the man from whom he learned his craft, and it is something to behold.


 Volcano-like, it's an oozing, sticky mass of beige-coloured bubbles that seem to be trying to escape the cavernous container holding it all in.


 Every day, Jason and his team put aside 'enough to fill four family cars' – which they then combine with dough to kick-start fermentation for the next batch of bread. 'It's like a real-life Tamagotchi,' says Jason, 53, with a grin. 'Remember them? You have to feed it and really look after it, give it some love.


 'If you don't, it won't make the right bacteria, which would be a disaster for the bread.'


 You may not have heard of Jason, or indeed his mother dough, but you'll certainly know his bread: one million loaves of it are sold in supermarkets up and down the country every week.

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 Within a few short years, Jason's Sourdough has become the fourth-biggest brand in the nation, after Warburtons, Hovis and Kingsmill.


 But this is no lowly loaf. Such is the hysteria, it's become something of a bread-lovers' obsession – and a status symbol in middle class pantries.


 On TikTok, videos abound of empty supermarket shelves, as fans bemoan the bread – which comes in seven varieties – regularly selling out. Some admit to bulk-buying it when they find it in stock and freezing it, so they never run short.


 So what makes Jason's Sourdough so special?


 At £2 a pop, it's a far cry from the artisan breads sold at independent bakeries, with their hole-studded fluffy centres and golden crusts, which retail for between £4 and – if you want a 2kg sourdough from Gail's bakery in London – £13 apiece.


 Nor could it ever be classified as 'sourfaux'; the name given to budget sourdough breads commonly found in supermarkets, which use artificial yeast, preservatives and sugar to extend shelf life. Rather, Jason is making proper sourdough for the masses: using three basic ingredients to achieve the same tangy flavour but on a much bigger, more accessible scale.


 'My objective was to get a small percentage of the British public moved from everyday bread, full of chemicals and additives, over to proper sourdough,' he says.


 'I wanted to create sourdough for every day; not just for the odd occasion, an evening meal or a weekend treat.'


 As Britain's sourdough boom – part of the turning tide against ultra-processed foodstuffs and a return to wholesome, nutritious ingredients – continues apace, it's no surprise to see this speciality bread outselling sandwich loaves.


 Sourdough differs from other breads because it uses wild yeast and bacteria – found in the starter – rather than added yeast to make it rise, through a slow, natural process of fermentation.


 There are no added ingredients – just flour, water and salt – meaning it's linked with better heart health and blood sugar management, and the live bacteria is said to make it easier to digest.


 The UK sourdough market is expected to reach £230million by 2030, with spending rising 10 per cent year-on-year.


 The key to marketing it to the masses, however, as Jason discovered, was making slight adjustments to the product. His first challenge was reducing the size of the holes – a result of bubbles of gas during fermentation – found in sourdough bread.

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 'If you're making toast in the morning and you're spreading butter on it, the last thing you want is for it to drip through on to your trousers or your dress,' he says. 'We tried to minimise those holes by making the bread closer-textured. Some butter might still drip through, but it's not going to ruin your outfit.'


 He was also determined his sourdough would be sold sliced – music to the ears of anyone who's ever wrestled a bread knife through a stubborn, unbreachable crust. The crust itself was another focus. With supermarkets requiring a five-day shelf life, Jason's bread has to spend slightly less time in the oven than classic sourdough – making it less likely to dry out, but at the expense of that distinctive outer crunch.


 Jason isn't bothered by the tender crust; he mentions this as do many of his fellow enthusiasts who prefer toasting their sourdough. According to him, toasting brings new life to the components involved.


 Seeing how big the brand has become, five years after he launched it two weeks before the Covid-19 lockdown, is, he says, 'very surreal'.


 Currently, he has 770 employees, including 650 bakers, working at his two - and shortly to be three - multimillion-pound bakeries located in the East Midlands region. His business boasts an annual revenue surpassing £67 million.


 However, the Geary family’s ambitions were not initially as lofty. The initial bakery came into existence in 1906 through the efforts of Jason’s great-grandfather, Charles, who established it at their residence in Ratby, a small community close to Leicester. Following him, Jason’s grandfather, Sidney, managed the business before passing the torch to his own son, also named Charles. Raised in the same abode, Jason recalls that baking had been ‘part of the DNA’ within their lineage.


 "I would return home from school daily, leave my backpack behind, put on my white clothes, and head over to assist at the bakery." To him, the delight of his trade lies in this transformation. "It has an element of magic and mystery," he confesses.


 'Take a collection of components, blend them together, and after many hours, you'll have created something remarkable. That sense of awe still thrills me nowadays.'


 In 2005, he assumed the role of Master Baker and, aiming for growth, relocated the family enterprise to a new location in the neighboring area of Barrow upon Soar in 2009.


 By 2013, Geary's was making loaves for Aldi and had grown to employ 83 people. In 2017, they invested £15million in a second site in Leicester.


 And then, the following year, inspiration struck. 'I felt there was a gap in the market,' he says.


 'Sourdough was getting big, but not everyone has the time – or the money – to go to a bakery to get their loaf. I wanted to make it properly, the traditional way, but deliver it at scale.'


 The brand quickly grew beyond Jason's 'Straight-Up Sourdough' to rolls, protein-packed bread and the popular 'Ciabattin', a mash-up of ciabatta and sourdough designed to fit in a toaster.


 Today, on an industrial estate near Leicester, the bakery is busy.


 The process starts with Sidney, which Jason acquired from another baker 15 years ago, when it was already 30 years old.


 'The temperature and humidity, and how we ferment the final dough, is one of the secrets of the business,' he says. 'Everybody does it in slightly different ways.'

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 The procedure concludes once the bread loaves have cooled down, been cut into slices, inspected using automated cameras, and then sent off for packaging.


 It's a remarkably smooth operation, and it’s slated for replication at a new £35 million bakery facility in Leicester, where production will double starting next month.


 Regarding the person in charge, they enjoy taking the train to London and walking around pastry shops, gathering inspiration.


 I'm not only consuming our bread; I purchase various types of sourdough," he explains. "I enjoy talking with fellow bakers, observing their techniques, and understanding their methods.


 No matter what unfolds for this family enterprise, it appears destined—much like Jason's supermarket sourdough—to continually grow and prosper.

Read more

Meet the Baker Who's Making Millions With His $2 Sourdough Loaf

Unknown bakeries, baking, bread, bread baking, cooking

Jason Geary has his mother confined in a secure, climate-regulated chamber. She resides in an enormous enclosure weighing around four tons when stationary. vat And is given a rigorous regimen of f…

Meet the Indian Baker Who's Making Millions With His $2 Sourdough Loaf

Unknown bakeries, baking, bread, bread baking, cooking

Jason Geary has his mother confined in a secure, climate-controlled chamber. She resides in an enormous enclosure weighing around four tons when fully contained.
 vat
 And is given a rigorous regimen of flour and water every four hours.


 Jason happily mentions that she is approximately 45 years old and goes by the name 'Sidney'.


 Of course, he is referring to his 'mother' dough – the sourdough starter that lies at the core of his 119-year-old family bakery in Leicestershire.


 Perhaps it should be called "grandfather dough" since Sidney was named after Jason’s deceased grandpa, the person who taught him his trade, and it truly is something remarkable.


 It resembles a volcano, oozing out a thick, adhesive mixture of pale bubbles that appear to be struggling to break free from the spacious vessel confining them.


 Each day, Jason and his crew set aside an amount equivalent to filling four family-sized vehicles—this mixture is later combined with flour to initiate fermentation for the upcoming loaf production. "This process reminds me of a real-life Tamagotchi," remarks Jason, who is 53 years old, smiling broadly. "Do you remember those? It needs regular feeding and care, lots of attention and affection."


 'If not done correctly, it will fail to cultivate the proper bacteria, leading to a catastrophe for the bread.'


 You might not be familiar with Jason or even his mom Dough, but their bread is well-known: each week, one million loaves of it are sold across various supermarkets throughout the nation.

<img data-document-id="cms/api/amp/image/AA1Ck4CQ" data-reference="image" src="https://img-s-msn-com.akamaized.net/tenant/amp/entityid/AA1Ck4CQ.jpg"/>

 In just a few brief years, Jason's Sourdough has surged to become the fourth-largest brand nationally, following behind Warburtons, Hovis, and Kingsmill.


 However, this isn’t an ordinary loaf. The excitement around it has turned into an obsession for bread enthusiasts, becoming a mark of prestige in middle-class households.


 On TikTok, numerous videos showcase barren supermarket aisles due to people lamenting the scarcity of bread, available in seven different types, which frequently sells out. Many confess to purchasing large quantities whenever it’s in stock and storing them in freezers to ensure they always have some on hand.


 What sets Jason's Sourdough apart from others?


 For £2 each, these loaves are quite different compared to the handcrafted breads found at local bakeries. Those special breads come with soft, airy centers and crisp golden crusts, selling anywhere from £4 up to as much as £13 for a 2kg sourdough loaf from Gail’s bakery in London.


 It can never be labeled as 'sourfaux,'—the term used for affordable supermarket sourdough loaves that employ synthetic yeast, preservatives, and sugar to enhance their longevity. Instead, Jason aims to produce genuine sourdough for everyone: utilizing just three fundamental components to capture the desired tartness while scaling up production significantly to make it widely available.


 His aim was to shift a small segment of the British population away from conventional bread filled with chemicals and preservatives towards authentic sourdough, he explains.


 I aimed to make sourdough part of my daily routine rather than reserving it for occasional use, such as dinner or a weekend indulgence.


 As the popularity of sourdough in Britain keeps growing—part of the broader shift away from highly processed foods towards more natural and healthy options—it’s not surprising to observe that specialty breads are now outperforming sandwich loaves.


 Sourdough stands apart from other types of bread as it utilizes wild yeast and bacteria present in the starter instead of adding yeast for leavening. This process relies on a gradual, natural fermentation method to achieve rising.


 It contains only three basic components: flour, water, and salt — which is associated with improved cardiovascular health and better regulation of blood sugar levels. Additionally, the presence of probiotics is believed to enhance digestion.


 The British sourdough market is projected to hit £230 million by 2030, with annual spending increasing by 10 percent each year.


 The secret to reaching a wider audience, as Jason learned, lay in tweaking the product slightly. His primary task was decreasing the size of the holes—caused by gas bubbles during fermentation—that appeared in his sourdough loaves.

<img data-document-id="cms/api/amp/image/AA1CkihG" data-reference="image" src="https://img-s-msn-com.akamaized.net/tenant/amp/entityid/AA1CkihG.jpg"/>

 If you’re preparing toast early in the day and applying butter, the last thing you’d want is for it to seep through onto your pants or skirt," he explains. "To reduce these issues, we aimed at crafting bread with a tighter crumb structure. While some butter may still make its way through, it won’t spoil your attire.


 He was equally set on having his sourdough sold pre-sliced — a delight for those who have struggled with stiff, impenetrable loaves using a bread knife. Additionally, he paid close attention to the crust’s texture. Given supermarkets demand a five-day freshness period, Jason’s loaf needs to bake for a shorter duration compared to traditional sourdough, reducing the risk of drying out but sacrificing some of that characteristic crispy exterior.


 Jason isn’t concerned about the softer crust; he mentions that, similar to numerous fans, he likes to toast his sourdough, claiming this process ‘refreshes the components’.


 Seeing how big the brand has become, five years after he launched it two weeks before the Covid-19 lockdown, is, he says, 'very surreal'.


 Currently, he has 770 employees, including 650 bakers, working at his two - and shortly to be three - multimillion-pound bakeries located in the East Midlands. The business boasts an annual revenue surpassing £67 million.


 However, the Geary family’s ambitions were not initially as extensive. In 1906, Jason's great-grandfather, Charles, established their initial bakery from their residence in Ratby, a small community close to Leicester. After him, Jason's grandfather, Sidney, managed the business before passing it down to his own father, also named Charles. Raised in the very same house, Jason mentions that baking had been ‘a part of the family heritage’.


 'I would return home from school daily, leave my bag behind, put on my white clothes, and head over to assist in the bakery.' To him, the delight of his trade lies in the transformation process. He confesses, 'It has an enchanting and enigmatic quality to it.'


 'Take a group of ingredients, combine them, and after many hours, you'll have created something amazing. This thrill remains for me even now.'


 In 2005, he assumed the role of Master Baker and, aiming for growth, relocated the family enterprise to a new location in the neighboring area of Barrow upon Soar in 2009.


 By 2013, Geary’s was supplying bread to Aldi and had expanded to include 83 employees. In 2017, they committed £15 million towards establishing a new location in Leicester.


 The next year, inspiration hit him. "I believed there was an unmet demand in the market," he explains.


 Sourdough was becoming popular, yet not everybody has the time—or the funds—to visit a bakery for their bread. I aimed to prepare it authentically, using traditional methods, but also distribute it widely.


 The brand rapidly expanded from Jason's 'Straight-Up Sourdough' to include rolls, high-protein bread, and the beloved 'Ciabattin,' which blends elements of ciabatta and sourdough for a perfect fit in a toaster.


 Today, at an industrial area close to Leicester, the bakery remains bustling.


 The procedure begins with Sidney, whom Jason obtained from another baker 15 years back, at an age of 30 years.


 The climate conditions like temperature and humidity, along with our method for fermenting the final dough, form part of the trade secret," he explains. "Each person has their own distinct approach.

<img data-document-id="cms/api/amp/image/AA1CkdF6" data-reference="image" src="https://img-s-msn-com.akamaized.net/tenant/amp/entityid/AA1CkdF6.jpg"/>

 The procedure concludes once the bread loaves have been cooled, cut into slices, inspected using automated cameras, and then sent for packaging.


 It's an exceptionally smooth operation, and it’s slated to be duplicated at a new £35 million bakery facility in Leicester, which will double production starting next month.


 Regarding the person in charge, he enjoys taking the train to London and walking around, checking out bakeries and gathering inspiration.


 I don’t merely consume our bread; I purchase various types of sourdough," he remarks. "I enjoy talking with other bakers, observing their techniques and methods.


 No matter what unfolds for this family enterprise, it appears destined -- much like Jason's store-bought sourdough -- to continually grow and prosper.

Read more

Meet the Indian Baker Who's Making Millions With His $2 Sourdough Loaf

Unknown bakeries, baking, bread, bread baking, cooking

Jason Geary has his mother confined in a secure, climate-controlled chamber. She resides in an enormous enclosure weighing around four tons when fully contained. vat And is given a rigorous regime…

Sourdough Simplified: Easier Than You Think & Better Than Store-Bought

Unknown baking, bread, bread baking, brewing, culinary arts

There's an immense sense of fulfillment that comes from baking your own desserts.
 
 sourdough bread
 
 Starting from nothing, this bread boasts a crunchy exterior paired with a light and fluffy inside, offering a rich yet subtly sharp taste that surpasses what’s available at stores. Although sourdough might appear daunting initially, this detailed guide simplifies the procedure, dividing it into straightforward steps spread across three days.


 Through employing a fermentation process that occurs naturally
 
 sourdough starter
 
 This bread acquires a nuanced flavor profile that commercial yeast cannot match. Manitoba flour, renowned for its high protein content, guarantees a robust gluten framework, leading to a beautifully chewy and properly risen loaf.
 
 stretch-and-fold method
 
 helps build elasticity, while a slow overnight fermentation enhances both the flavor and texture.


 No matter if you're an experienced baker or just starting with sourdough, this recipe will walk you through the steps to make one.
 
 beautiful artisan loaf
 
 exactly within your very own kitchen.

<h3 class="wp-block-heading">
 
 Preparation Tips
 
</h3>

 
 Refreshing Your Sourdough Starter
 


 An
 
 active sourdough starter
 
 is crucial for attaining the ideal lift and consistency. Make certain to
 
 refresh your starter
 
 The evening prior to baking, ensure it becomes frothy and lively by the next day. An active starter ought to expand twofold in size and succeed at the "float test" (a scoop should stay afloat in water).


 
 Kneading and Gluten Development
 


 The first mixing stage guarantees complete hydration of the flour, which makes the dough more manageable. Allowing the dough
 
 rest after mixing
 
 lets the gluten strands form naturally prior to adding the sourdough starter.


 
 The Significance of Stretches and Folds
 


 Rather than using traditional kneading, this recipe employs an alternative method.
 
 stretch-and-fold technique
 
 At various points during the initial several hours. This technique enhances the dough’s strength, boosts flexibility, and promotes uniform fermentation.


 
 Chilled Brewing for Ultimate Taste
 


 Allowing the dough to chill in the refrigerator overnight
 
 enhances flavor and structure
 
 The longer fermentation period leads to a richer tangy flavour and a more airy texture, ideal for this application.
 
 light and fluffy sourdough bread
 
 .


 
 Cooking on a Scorching Platform
 


 A
 
 baking steel or stone
 
 assists in recreating the extreme heat found in a commercial bread oven, which aids in achieving superior loaf rise and a consistently crunchy exterior. It’s essential to preheat the oven for a minimum of thirty minutes so that the dough begins cooking at the optimal temperature.

<h3 class="wp-block-heading">
 
 Serving Suggestions
 
</h3>

 Warm slices of freshly baked sourdough are amazingly adaptable and can be savored in numerous ways.
 
 spread with butter
 
 , use it for
 
 avocado toast
 
 , or serve it with soups and stews for a heartwarming dish.


 To achieve the perfect sandwich, build it up with
 
 cheese, preserved meats, and crisp veggies
 
 . You can likewise grill pieces and add toppings to them
 
 honey, ricotta, or spreadable nut butter
 
 for a tasty breakfast or treat.


 If you've got some leftovers, turn them into
 
 Sourdough croutons, bruschetta, or French toast
 
 The rich tastes of sourdough also render it an ideal foundation for various dishes.
 
 grilled cheese sandwich
 
 Or an artisanal crostini topped with ingredients such as roasted tomatoes and basil.

<h3 class="wp-block-heading">
 
 Frequently Asked Questions Regarding Sourdough Bread Making
 
</h3>

 What makes sourdough preparation time-consuming? Is it possible to bypass the extended overnight rise? How should one properly store freshly made sourdough bread at home?

<div class="wprm-recipe wprm-recipe-roundup-item wprm-recipe-roundup-item-265967 wprm-recipe-template-roundup-summary-websitecare">
 <div class="wprm-recipe-roundup-summary-container">
 
 Sourdough Bread – My Top Recipe
 
 <div class="wprm-recipe-summary wprm-block-text-normal">
 For sourdough bread? In the pursuit of achieving the perfect crust alongside a moist loaf, I've experimented with many recipes until I ultimately discovered a combination that suits my needs perfectly.
 </div>
 Jump To Recipe
 </div>
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 </div>
</div>

 
 What makes sourdough require such an extensive preparation time?
 
 Sourdough relies on
 
 wild yeast fermentation
 
 , which takes more time than commercial yeast. The prolonged fermentation enables
 
 better flavor development
 
 , enhanced gluten structure, and a wonderfully textured loaf of bread.


 
 Is it okay to bypass the overnight fermentation step?
 
 While the
 
 cold fermentation
 
 The process intensifies the taste; you may bake the bread on the same day following an additional few hours of proofing at room temperature. Nonetheless, for
 
 the best results
 
 It's strongly suggested to allow the dough to ferment overnight in the refrigerator.


 
 What's the optimal method for keeping your homemade sourdough bread fresh?
 
 To
 
 keep the crust crispy
 
 ,, keep your sourdough bread stored in a
 
 a paper bag or enclosed in a fresh kitchen cloth
 
 . Steer clear of using plastic bags since they lock in dampness and cause the crust to become soft. If you plan to store the bread for an extended period, cut it into slices and put them in the freezer, then warm up individual pieces in the oven or toaster whenever you want to eat it.

Sourdough Simplified: Easier Than You Think & Better Than Store-Bought

Unknown baking, bread, bread baking, brewing, culinary arts

There's an immense sense of fulfillment that comes from baking your own desserts. sourdough bread Starting from nothing, this bread boasts a crunchy exterior paired with a light and fluffy in…

Readers Respond: How Did Humans Master the Art of Baking?

Unknown bread, bread baking, culture, food and drink, food preparation

<img data-document-id="cms/api/amp/image/AA1uFa0Q" data-reference="image" src="https://img-s-msn-com.akamaized.net/tenant/amp/entityid/AA1uFa0Q.jpg"/>

 How on Earth did humans manage to start baking? The brief response would be "by experimenting," yet what drove them to turn wheat grains into flour initially? Then again, why combine it with water and yeast before cooking it?
 Ellie Westcombe, London


 Send new questions to
 
 nq@
 
 .

<h2>
 Readers reply
</h2>

 This is merely a tiny fragment of my vast, continuous inquiry into how on earth humans managed to figure out survival tactics.
 Consuming the liver of fugu
 (puffer fish), for example. I mean, why?
 How
 ? How many individuals passed away before they figured out what part needed to be rejected? People can really be strange, I must say.
 Weird
 .
 
 EBGB
 


 In part because consuming that particular item might lead to our demise; however, abstaining from eating altogether would undoubtedly result in certain death as well. It's plausible that bread emerged when people began crushing seeds that were too difficult for some individuals—possibly elders—to chew, mixing them with water to improve their texture. With consistent access to fire, it isn't far-fetched to envision someone accidentally discovering—or curiously experimenting—that one can create something akin to a flatbread on a heated rock. In times of scarce provisions, such fortuitous mishaps become sustenance. Furthermore, leaving damp crushed grain unattended could cause fermentation over time. One probably wouldn't discard an altered substance if it still seemed somewhat edible post-cooking on a stone surface. These tales sound fanciful, yet within extensive periods, they appear quite conceivable.
 
 MattB13
 


 
 Related:
 
 How baking played a crucial role in saving my life


 Learning how to bake is straightforward. You don’t need a teacher, you just knead a bit of dough to get started.
 
 EddieChorepost
 


 The earliest evidence of grinding grain and bread-making is from
 about 14,000 years ago in Jordan
 . It was wild varieties of wheats and barleys, mixed with starchy tubers. That’s long before any cereals were cultivated and before pottery was developed; an age with flint tools only. No yeast was needed, but they had fires and had been roasting meat for thousands of years, so the idea of cooking food to make it easier to digest was familiar. The great advantage of grains (along with nuts and any other collectable seeds) over fresh fruits is they can be stored for months between growing seasons when there might be little available to hunt and nothing fresh to gather.
 
 leadballoon
 


 More interesting still – how did nomadic hunter-gatherers learn to stay in one place long enough to grow a wheat to make bread? Farming must be the single most socially disruptive invention ever – and there have been plenty of competitors.
 
 Randomusername222
 


 Ask Yuval Noah Harari.
 He writes in Sapiens
 that wheat domesticated humans, not the other way round.
 
 WaveletFRA
 


 Gruel, a porridge or barley or wheat or both, in the climate of ancient Egypt, would ferment with wild yeasts and then make a very thick rising dough if left to dry in the heat of the midday sun. This could be transported, whereas gruel can’t. Thus deliberate baking was a refinement – evolution, not revolution. Bread from ancient Egyptian tombs has the density of something like rye bread; pretty solid. Evidently, the process was still being learned. Gruel left over in the UK’s climate doesn’t ferment, it just goes mouldy. But bread was created in the hot countries of
 the fertile crescent
 , where nature lends a hand.
 
 Socialismnow

Readers Respond: How Did Humans Master the Art of Baking?

Unknown bread, bread baking, culture, food and drink, food preparation

How on Earth did humans manage to start baking? The brief response would be "by experimenting," yet what drove them to turn wheat grains into flour initially? Then again, why combine it with water a…