4 Dec 2020
Fedima, the European trade association representing the bakery, patisserie and confectionery ingredients’ manufacturers has launched a campaign to promote sourdough and inform consumers about this fascinating ingredient. The launch of the campaign is marked by the publication of a video on sourdough, the first of a series of other videos and informative materials.
Fedima has associations in thirteen countries across Europe and aims to represent its members in EU-wide discussions on key policy issues, working to support and grow the bakery sector as a whole. Fedima's sourdough campaign is based on the results of a survey conducted in 2019 in nine European countries gathering data from over 5.000 people. The campaign aims to educate consumers on sourdough, providing information on how it is formed, its taste and history, and its value in baking traditions across Europe..
In this video, Fedima's campaign explains the history and origins of sourdough.
Originating in ancient Egypt, sourdough methods and recipes were passed down from generation to generation for thousands of years. It remained the principal form of leavening until the Middle Ages, and is still a popular bread option today.
The use of sourdough has since been perfected over the centuries. Until the 19th century, sourdough was the main method for making bread.
Sourdough is a natural leavening ingredient consisting of flour and water. It is a living ingredient, obtained through the fermentation of cereals thanks to bacteria and yeasts, present both in cereals and in the environment.
The natural fermentation of the sourdough allows our body to more easily absorb the key nutrients found in cereals, such as minerals and vitamins. In this video, the campaign raises consumers' awareness on the characteristics of sourdough, explaining that it grows and develops exactly like other living ingredients, evolving and giving unique characteristics in the taste and texture of baked goods.
A fundamental aspect that characterizes sourdough is the important role it plays in determining the taste of baked goods.
When bakers use it in their own dough, they have the ability to influence acidity levels by adding more flour or more water until the perfect balance is found. A naturally leavened bread has very specific characteristics, such as authentic taste and flavor, crunchy honeycomb crust, thick consistency, and remarkable and lasting fragrance.