1. “Reframing Bread” by Team Crusty Crew
A CRASH COURSE ON CREATIVITY 2012

2. TEAM CRUSTY CREW
Zuzette Estevez – USA Sanita Kovaleva - LATVIA
Colleen Larsen – TURKEY Moustafa Nassar - EGYPT

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. SOURDOUGH BREAD
Sourdough is a bread product made by a long fermentation of dough using
naturally occurring yeasts and lactobacilli. In comparison with breads made quickly
with cultivated yeast, it usually has a mildly sour taste because of the lactic acid
produced by the lactobacilli. From Wikipedia, the free encyclopedia
WHY SOURDOUGH? The path to sourdough bread begins with a starter. On day 2
of the process, the starter is “fed” by adding flour and water. Prior to doing so you
need to discard half of the starter! We saw the opportunity to reserve and maintain
the ripe (fed) starter (about 4 ounces; about 1/2 cup, stirred down) for future
baking.
Photo credit: King Arthur Flour Website / post by PJ Hamel

5. THE PATH TO GREAT BREAD
How to create your own sourdough starter.
 Photo credit: King Arthur Flour Website / post by PJ Hamel

6. HISTORY OF SOURDOUGH
Sourdough likely originated in Ancient Egyptian times around 1500 BC and was
likely the first form of leavening available to bakers.
San Francisco sourdough is the most famous sourdough bread made in the U.S.
today.

7. YOU ARE INVITED TO BAKE
Project 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. RECORD BREAKING POSSIBILITIES
Newcastle Woman Maintains 122-year-old Sourdough Starter
Lucille Clarke Dumbrill of Newcastle, Wyoming got it from her mother, who got it
from one of her husband’s students at the University of Wyoming. The student’s
family 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. DON’T BREAK THE CHAIN
Our starter will be prepared in San Francisco, home
of famous sourdough bread in the United States.
Invitation emails to obtain access to the starter will be
sent to subscribers who pledge to bake and donate
their loaves to charity.

10. BUILDING VALUE FROM A LOAF OF BREAD
Our 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. A STARTER THAT NEVER STOPS
Will you be part of our baking family?