Sadie Scheffer: Turning a Gluten-Free Dream into Bread SRSLY
Written by Heather Anderson
Sadie Scheffer's path from experimenting with gluten-free baking to impress a crush to founding Bread SRSLY is as unique as her award-winning bread. We’re talking with Sadie about how mixing a personal quest with entrepreneurial spirit led to her running a thriving business in the world of gluten-free sourdough bread, and consulting other CEOs on business growth and creating incredible company culture.
Sadie, your path to creating Bread SRSLY is both unique and captivating. It seems to beautifully intertwine personal passion with entrepreneurial spirit. Could you walk us through that initial inspiration and how it sparked the beginning of your business journey?
Absolutely, it's quite a story! I moved to California to follow my gluten-intolerant college crush, only to find out he wasn’t interested in dating me. I started making gluten-free food hoping to win his affection; I figured if I could make great gluten-free food, he’d want to spend more time with me. This led me to experiment in my kitchen, and while my first attempt, a buckwheat thumbprint cookie, was a disaster, I was determined to get it right. Every successful recipe became an opportunity to invite him over or to bike it over to his place. It was a mix of personal challenge and an unconventional romantic strategy.
That’s hilarious! And a bit gutsy too. So you’re telling me, you actually moved to California for someone you weren’t even dating at the time?
Yep! I was 20, and showing up as a surprise seemed like the most romantic thing to me. We had met in college, working on a Rube Goldberg machine. He was a senior, and I was a freshman. It was this complex machine for the Cambridge Science Festival. Ironically, I became a mechanical engineering major, which was not really my thing, partly to keep building these machines. Though I was dating someone else from the project, I had a crush on Jesse, who was another project leader. After he graduated, we stayed in touch, and one day, I just decided it was time – we were meant to be dating, at least in my mind.
What a bold move! And then, from this crush and your gluten-free experiments, how did Bread SRSLY begin to take shape?
Well, after about 10 months, my baking strategy actually worked, and we started dating. I was still experimenting with gluten-free baking, especially after finding out that I was gluten intolerant too. That’s when I stumbled upon sourdough fermentation and began making bread for us. The initial vision for Bread SRSLY was just a hobby business; it was to fund my ingredient costs for personal recipe development. I didn’t realize it would turn into a real business until later, when I was consistently selling bread to strangers! It grew from selling 13 loaves from my apartment to gaining press and piles of orders. That's when I realized I needed to learn how to run a real business, not just a hobby.
That's quite the entrepreneurial leap, from a romantic gesture to starting a business. It’s impressive how you transformed a personal challenge into a successful and community-focused business.
One day, I just decided, 'I'm going to sell bread to my friends.' I emailed about 40 people I knew, announcing the birth of Bread SRSLY. I had the name, the domain, and even made a logo all in one day. The name, 'Bread SRSLY,' just popped into my head. I wanted something bold and a bit edgy. When my friends didn't respond quickly to my query about the name, I just went ahead with it. I mean, I had already put $17 into this business when I bought my logo stamp!
I love your quick decision-making. There's a lesson there about not getting bogged down and just starting somewhere.
Absolutely! It's easy to get stuck in the planning phase, but sometimes you just have to dive in and learn as you go. That's not everyone's style, but it's important to know yourself and what works for you.
What was the biggest unexpected surprise you've experienced so far on your founder journey?
The biggest surprise was my shift in interest. Initially, I thought I'd always want to bake and have someone else run the business. About a year in, I found myself more fascinated by the business side - the numbers, how it all worked. This newfound interest in business dynamics was a complete turnaround from my original passion for baking.
Was there ever a product you expected to succeed that failed or an underdog idea you thought was a no-go that surprisingly succeeded?
In the early days, I vowed to never repeat a menu item, resulting in some unusual bread flavors. However, I learned that people prefer staples and predictability. Our kale sourdough, sweet onion sourdough, and even cinnamon raisin sourdough were not as popular as expected. It taught me that sometimes the founder is not actually the target customer!
Was there a moment where it hit you that 'I've made it'?
It's complex. There were moments of realizing 'I'm selling to strangers, this is different,' but also moments of redefining success. I used to define success by others' perception, but I realized this was toxic for me. I shifted my definition to focus on making an impact, feeling balanced, and having fun.
What does a typical day in your business life look like?
Post-COVID, my routine involves working from home Monday through Thursday, starting around 10 or 11 am. I prioritize the two to three most important tasks each week to move the business forward. Everything else, like administrative tasks or managing my inbox, is extra. This approach helps me focus on strategic aspects rather than getting bogged down in minutiae.
What are you most proud of that Bread SRSLY has achieved?
The customer testimonials are incredibly moving. People have been emotionally touched by our bread, finding it nostalgic and nourishing. On the business side, becoming a great workplace is a significant achievement. Being recognized as one of the best places to work in the Bay Area was incredibly affirming for the culture we’ve built.
Can you talk about what makes your bread so special and the quality behind it?
Our bread is wild fermented with a culture of yeast and bacteria, similar to the process of making sauerkraut. This long fermentation process breaks down the proteins and sugars in our grains, making the bread easy to digest, and deliciously tangy. Our products are also gluten-free, top nine allergen-free, and Kosher, so we cater to a wide range of dietary needs.
What is Bread SRSLY's focus right now, and what are your plans going forward?
We've just moved into a new, larger facility, which is exciting. We're also focused on expanding our distribution, getting our bread into more stores and food service establishments in western states.
What kind of trends or common struggles do you see businesses coming to you with?
The overarching theme is stuckness, whether it's a creative block, a strategic block, or not knowing how to overcome a barrier. I often find that we misdiagnose our problems. For example, “I need more marketing” might point to needing clearer goals so that you know which tactics to use to market your brand.. It's about solving the right problem and not getting sidetracked by a misdiagnosis, or by the all-too-common comparing ourselves to others.
In your new role as a business consultant, do you have any quick tips for an organization trying to follow your footsteps about creating a great culture within a team?
One of my key tips is setting clear expectations. It’s about using communication skills to lay out what you want or anticipate happening. This allows for collaborative workshopping and building consensus, which in turn fosters relationship growth and trust. It’s about calibration, aligning team members to reach the same goal, and inviting them into the process to share their best ideas, observations and feedback.
What are your plans for wholesaling and other partnerships?
We’re looking to expand our wholesale network in Western states, partnering with grocery chains and food service establishments.
How can individuals find, try, and buy your bread?
Our bread is available in about 140 stores mostly in California, and you can find them in the refrigerator section. We also ship nationwide through our website, ensuring fresh delivery right to your doorstep.
Curious to Taste the Magic of Bread SRSLY?
Discover the joy of gluten-free sourdough that brings families together without compromise. Whether you're gluten intolerant or simply seeking a healthier, more digestible bread option, Bread SRSLY has got you covered. Experience the difference with each bite and see why it's not just bread – it's a heartfelt creation that nurtures both body and soul.
Find Bread SRSLY on their website, Instagram, or Facebook. Explore their range of delicious products and have them shipped directly to your doorstep. For those in the Western States, look for Bread SRSLY in your local health food stores and natural grocery chains.
Seeking Business Guidance?
Sadie Scheffer is not just a bread wizard; she's also a source of wisdom for aspiring entrepreneurs and business leaders. If you're navigating the complexities of starting or growing your business, reach out to Sadie for insights and strategies that can transform your vision into a thriving reality.
Connect with Sadie for business coaching on www.sadiescheffer.com and join the community of businesses and entrepreneurs benefiting from her unique perspective and experience.
And if you’re aiming to grow an award-winning team and corporate culture like at Bread SRSLY, get on the wait list for her 90-day program for busy founders who want to take the fear out of hiring so that they can win back your time and build your dream team.
You can join the waiting list at course.hirelikeabadass.com
You can also find Bread SRSLY on The M List, The Mamahood’s searchable database of mom-recommended resources, or engage with Sadie inside The Club membership for women Founders.