Reviewing our thoughts of progress and development and shifting towards sustainability with an essential respect for the planet we live on is crucial. Do we cater to MNCs or locally grown, designed, and finished products from right here? Do we prioritize sustainable, ethical, or local brands as much as we should do? Supporting local and small businesses opens not only room for development but also for a better living for everyone. We start a new series called #homegrown where we feature small family-run or startup companies that are trying to make it in this big brand focused market. We kick off this feature with the incredible Home of Breads.
Look up any foodstagrammer’s page and you will see a slice or two of their croissant loaves or their fig sourdough. Having had a chance to try out some of their baked, we can easily understand why Jurgen and Anca Ellenbeck are the masters behind this brand and are going from strength to strength.
We checked out their organic sourdough with walnuts & figs, which we tried both with savoury sausages and butter and jam. We were told that we can also freeze and reuse, but it was long gone before any saving could be done! The walnut brownie cake is baked and delivered in a biodegradable wooden box, which allowed us to warm it up and serve it with vanilla ice cream.
Easily some of the best baked goods we have had in Dubai, and we can’t wait to work our way down their menu offerings. Now that you know the product, Ipshita Sharma has a chat with the dream team behind it.
Your breads have quite a cult following here in UAE. What’s the secret?
We use organic flour from Germany, with no nasties and follow 40-year-old recipes that have no chemicals, additives and/ or preservatives. Our products can be frozen for up to 3 months without losing quality! My husband, Jurgen, is the Master Baker & Pastry Chef, so I have married very well, though he’s very lucky to have me as well.
Bestseller? Your personal favourite?
The super stars of our menu are the Organic Sourdoughs, Artisanal Cakes, the German Classic Pretzels, Focaccia, Butter Croissant Loaf and of course my buns: Potato, Brioche and Truffle.
I think I’m the wrong person to be asked about my favourite 😊 I’m Romanian, so there is no meal without bread! I love them all!
If not breads, then what?
We have a beautiful category of “Around the World” : different kind of rolls for breakfast, English muffins, baguettes as well as pizza bases. Our “Sweet Corner” is fantastic as all our artisanal cakes are baked and delivered in biodegradable wooden boxes. We also cater to Keto lovers with 3 wonderful bread loaves, crackers, and cookies.
Starting a company and keeping it alive during covid must have been a struggle. Any fun stories that you can laugh about now? Were you threatened by all the banana bread makers on social media?
Our Home of Breads baby was actually born during the lockdown! We lost our jobs at the end of Feb, right when covid started to show its ugly face! We had some amazing family time when all three of us gained weight thanks to my husband’s baking. All our family friends and Chefs friends were encouraging us to open our German Artisan Bakery.
We are in Dubai for 15 years, in this time Jurgen has opened 4 industrial bakeries, as well as 44 restaurants. So, we sat down and worked out a business plan for a micro bakery. When the lockdown was lifted, Jurgen found the right place for a bakery and on 27 of July 2020 we built up the new baby according to HACCP rules & regulations.
Of course, we’ve had a lot of bumps along the way, but that’s one of the keys to success, and thank God we had no time to feel threatened by the Banana Bread home bakers!
Anything you want to say about your customers?
From September last year, we are living the dream of our lives! We are so happy and grateful for the support and feedback we receive from our bread lovers!
If you could be a bread? What would you be? We think we would like to be a fluffy potato bun.
I would be the sexy Home of Breads Walnut & Figs Sourdough
The Good – Home of Breads has an amazing menu and everything is made as organically as possible.
The Bad – Only available by order or in the Meadows British Butcher Shop
The Trendy – Their Butter Croissant Loaf is the stuff of Instagram legend!
Some of the Home of Breads exclusive products are now available in The British Butcher Shop in the Meadows Village Mall. Contact them directly on Instagram @homeofbreads and WhatsApp +971 50 345 5616 for price lists and latest availability.