“Reframing Bread” by Team Crusty CrewA CRASH COURSE ON CREATIVITY 2012
TEAM CRUSTY CREW   Zuzette Estevez – USA     Sanita Kovaleva - LATVIA   Colleen Larsen – TURKEY   Moustafa Nassar - EGYPT
A LOAF FOR LIFE Our mission is to create a sourdough starter that not only leads  to the creation of our loaf, the discard...
SOURDOUGH BREADSourdough is a bread product made by a long fermentation of dough usingnaturally occurring yeasts and lacto...
THE PATH TO GREAT BREAD       How to create your own sourdough starter.   Photo credit: King Arthur Flour Website / post ...
HISTORY OF SOURDOUGHSourdough likely originated in Ancient Egyptian times around 1500 BC and waslikely the first form of l...
YOU ARE INVITED TO BAKEProject Execution:   Create our brand identity, sponsorship opportunities and social media campaig...
RECORD BREAKING POSSIBILITIES          Newcastle Woman Maintains 122-year-old Sourdough StarterLucille Clarke Dumbrill of ...
DON’T BREAK THE CHAINOur starter will be prepared in San Francisco, homeof famous sourdough bread in the United States.Inv...
BUILDING VALUE FROM A LOAF OF BREADOur project builds value:• Links bakeries, food pantries, restaurants and baking enthus...
A STARTER THAT NEVER STOPS  Will you be part of our baking family?
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Reframing bread team crusty crew

  1. 1. “Reframing Bread” by Team Crusty CrewA CRASH COURSE ON CREATIVITY 2012
  2. 2. TEAM CRUSTY CREW Zuzette Estevez – USA Sanita Kovaleva - LATVIA Colleen Larsen – TURKEY Moustafa Nassar - EGYPT
  3. 3. A LOAF FOR LIFE Our mission is to create a sourdough starter that not only leads to the creation of our loaf, the discard starter is passed along amongst baking enthusiasts creating a chain of baking friends and unlimited amounts of loaves of bread.
  4. 4. SOURDOUGH BREADSourdough is a bread product made by a long fermentation of dough usingnaturally occurring yeasts and lactobacilli. In comparison with breads made quicklywith cultivated yeast, it usually has a mildly sour taste because of the lactic acidproduced by the lactobacilli. From Wikipedia, the free encyclopediaWHY SOURDOUGH? The path to sourdough bread begins with a starter. On day 2of the process, the starter is “fed” by adding flour and water. Prior to doing so youneed to discard half of the starter! We saw the opportunity to reserve and maintainthe ripe (fed) starter (about 4 ounces; about 1/2 cup, stirred down) for futurebaking.Photo credit: King Arthur Flour Website / post by PJ Hamel
  5. 5. THE PATH TO GREAT BREAD How to create your own sourdough starter. Photo credit: King Arthur Flour Website / post by PJ Hamel
  6. 6. HISTORY OF SOURDOUGHSourdough likely originated in Ancient Egyptian times around 1500 BC and waslikely the first form of leavening available to bakers.San Francisco sourdough is the most famous sourdough bread made in the U.S.today.
  7. 7. YOU ARE INVITED TO BAKEProject Execution: Create our brand identity, sponsorship opportunities and social media campaign. Build FaceBook page to create community and keep everyone informed. Create a series of YouTube videos to give an overview of the project, a video diary of the official creation of our starter and a message to future bakers, an instruction video on how to make sourdough bread and a video on how to handle and “feed” the discard starter. Create blog/landing page to document baking stories, photos, map of where the starter has traveled and loaf counter. Documentary of Crusty Crew Sourdough bakers & recipients of Mother Loaves. Twitter #sourstarter
  8. 8. RECORD BREAKING POSSIBILITIES Newcastle Woman Maintains 122-year-old Sourdough StarterLucille Clarke Dumbrill of Newcastle, Wyoming got it from her mother, who got itfrom one of her husband’s students at the University of Wyoming. The student’sfamily could trace it back to 1889, to a sheepherder’s wagon near Kaycee.Complete Article from Wyoming Star Tribune December 2011 Lucille Clarke Dumbrill puts a small amount of her sourdough starter back into a ceramic pot while making pancakes Tuesday at her home in Newcastle. For more than 50 years, Dumbrill has been using the same sourdough starter, which has been alive since 1889. The Wyoming State Historical Society recognized Dumbrill for her starter. Photo credit: Joshua A. Bickel / Star Tribune
  9. 9. DON’T BREAK THE CHAINOur starter will be prepared in San Francisco, homeof famous sourdough bread in the United States.Invitation emails to obtain access to the starter will besent to subscribers who pledge to bake and donatetheir loaves to charity.
  10. 10. BUILDING VALUE FROM A LOAF OF BREADOur project builds value:• Links bakeries, food pantries, restaurants and baking enthusiasts to take part in a meaningful social experiment.• Promotes connection and charitable giving.• Opportunities to give exposure to local food banks and charities.• Educational opportunities.• Like a chain letter, it could grow exponentially over time.• A loaf that keeps on giving.
  11. 11. A STARTER THAT NEVER STOPS Will you be part of our baking family?

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