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“The market for sourdough not only has maintained but has grown,” said Chris Prociv, chief commercial officer of La Brea Bakery at Aspire Bakeries, Los Angeles, in this episode of
Since Sliced Bread. “We’re trying to take advantage of that continual sourdough trend, but some of the benefits of sourdough I think we could do a better job of highlighting because not everybody knows.”


This includes the bread’s gut health benefits, ease of digestibility and low glycemic index, Prociv said, which can entice increasingly health-conscious consumers prioritizing cleaner labels and avoiding ultra-processed foods. 

“What’s our point of difference? We have four simple ingredients,” Prociv said. “If you’re a premium brand, then maintain that quality. No shortcuts.” 

Listen to this episode of Since Sliced Bread, recorded live at the American Society of Baking’s BakingTech conference earlier this year, to hear more about La Brea Bakery’s sourdough strategy and the other opportunities it sees in the artisan bread category.

Since Sliced Bread is available to download on a range of applications, including Apple Podcasts, Spotify or wherever you listen to podcasts. It can also be accessed on Bakingbusiness.com.

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