One year on… The story of BreadEx

March 13th 2020 was when we decided to temporarily turn off the lights at our Tartalicious kitchen in response to the Covid-19 pandemic. 90% of our revenue that came from dessert catering for corporate events & special occasions had vanished overnight. We had no idea what to expect, when will we be able to bake again, was this the end of our world as we knew it?

To say that this year has been challenging would be an understatement. One year on, I think it’s best to reflect on what this year has taught us.

The Journey

I started off the quarantine by making memories with the extra time I got with the family – going for evening walks, sleeping in, watching movies, baking cookies together. As is always the case with me, I also wrote down my “Quarantine Goals” – things I wanted to do while on lockdown. One of the goals included using the time to learn some new skills – as it will turn out to be, the most important of them all was Bread Baking.

The wonderful Bread Ahead Bakery (@BreadAheadBakery) from London had daily baking workshops that got me started on the break baking journey. Every day, I followed along, listened to each class intently (sometimes on repeat), made copious notes, woke up early mornings to catch up on some of the workshops and essentially tried to absorb all the wisdom that they were so generously sharing with the world.

Bread baking was so therapeutic, and I was obsessed. And I wanted to share this pure, simple joy of real bread – made with the basic ingredients of flour, water, salt and time – with people around me. I also wanted to find a way to help people impacted by the pandemic. It sparked an idea – what if I could bake a new loaf of Bread every week, deliver it to interested people in the neighborhood and donate all the proceeds to Heard that foundation, who were doing some amazing work to feed the industry workers that had got impacted by the pandemic. We called this fundraiser “Bread for All”.

The first week, we baked 7 loaves and when the second week, we baked 12 it felt like a big task. Little did we know that we will end up making 500 Jammit Jam filled brioche doughnuts on Week 6. All of DFW metroplex was our neighborhood now. And thanks to the community, we were able to raise more than $4000.

Now we had the customers asking what the next breads were going to be and if they could continue buying from us even after the fundraiser was over. We got back to the drawing table to find ways to bring some joy to our customers through breads – to take them traveling around the world through unique and delicious breads, when in real it wasn’t possible.

BreadEx is launched

And thus in June, we relaunched as BreadEx. BreadEx is subscription-based bread delivery service in Dallas Texas. Each week our customers get fresh, artisan breads & baked goods from around the world, without leaving the comforts of their homes. Since launching, we have been on a culinary journey to Italy, Israel, Sweden, Portugal, Japan, Russia, India, Persia and we can’t wait to taste the bread from every country in the world. We now have a steadily growing base of customers across all of DFW area who order from us every week, and also refer us to their friends as we continue to grow the BreadEx family!

BreadforAll remains our charity arm and we support various causes like donating bread to organizations in need, participating in Bakers against Racism and very recently donating to Staff Meals Dallas that is providing meals for those impacted by the Winter Storm in Texas.

We also offer occasion- based gourmet gift boxes with treats from around the world and shop all over United States.

Over the course, we have realized something very basic: Bread connects us all. We can break borders with bread, and we do that by offering breads from around the world. Every week, we try to travel to a different part of the world and get a glimpse into the cultural uniqueness of breads.

We are still learning & improving as we go along. It’s a long road ahead of us, and we are ready to take it on.

How can you help?

You can cheer for us! And if you want to know what BreadEx is up to, feel free to follow us on our social media channels (Instagram/ Facebook/ YouTube). Also, you can support us by voting for us at FedEx Small Business Grant 2021.

We also have a lot of ideas – to add new products, scale our operations, grow our shippable gift boxes and update our website. We are happy to say that we are participating in FedEx Small Business Grant 2021. Here’s the pitch video that we submitted:

The first round is based on voting and we are requesting you to vote for us. You can vote everyday (once in 24 hours) up until Mar 24th. We look forward to your support.