I’m sorry, I couldn’t resist!
I saw this piece on eater.com about SCRATCHbread, an “underground” bakery that sells goods at the BK Flea every Saturday and supplies goods to various eateries in New York City. Apparently they are hoping to site their retail location in Bed Stuy and have found a space, but lack the funds to sign a lease. They have started a Kickstarter campaign trying to raise $25,000 (though they are ultimately trying to raise twice that amount).
From what I can tell on their site, none of their baked goods can actually be purchased in Bed Stuy at the moment and I’m not sure how involved they are with the local food community but they can “relate to the struggle”, whatever that means.
I don’t want to knock their hustle because it seems to be a brand built with very little resources and a lot of hard work which is really impressive but I do have my reservations when it comes to asking for “donations” for for-profit ventures, though they are offering some things in exchange. I also think they’re losing out on a lot of support if they haven’t reached out to the local eateries and farmer’s markets as far as building their brand in the area. Looking at some other items on their site, they also have held some baking classes in Brooklyn recently and that could definitely be something that would be welcome in the community, if maybe they’d let themselves be known a little bit? I just watched the video on Kickstarter and I’m salivating (that foccaccia!) and it is very clear that this is a baker with passion but is he walking the walk as far as all the talk of community building? This is something a lot of us would get behind…if we actually knew about it!
Maybe I’ve just been under a rock for a while so please correct me if I’m late to the party. Are any of you familiar with the brand? Are their goods available anywhere in Bed Stuy? Anyone have any intel on where they are trying to cite their storefront? Have they been doing some Bed Stuy pavement pounding to get the word out?
I think kickstarter is genius, as I said before, and they aren’t asking for donations as much as investments–if you read the kickstarter page you’ll see that at every level of financial commitment there is a guaranteed return on investment. At the $5 level it’s just a public acknowledgment, sure, but as you go up the scale the returns grow more substantial.
I think it can’t hurt a community (and in this case, I am thinking of bread-loving Brooklynites as the broader community) to have a business that has grown due to collective investment.
In addition, one reason that the bread has not been widely available is that until recently, the baker has been working on his own with only part-time access to a licensed commercial kitchen. See the brooklynbased article I tweeted for more info. http://brooklynbased.net/everything/kitchens-quest/
I think an artisanal bread bakery would be a great addition to the neighborhood–I know that there are some bakeries in the area now (Heavenly Crumbs comes to mind, but I think they are primarily cakes and sweet things). And the Focaccino space has been empty for literally years. I for one would prefer to see commercial businesses relocating to Bed-Stuy rather than Red Hook (which is where his first lease fell through). At least we have subways.
I did read that they have rented the Focaccino space on Bedford. Not that near me – but I welcome them to Bed-Stuy regardless.
Teanickeldime, I was like you–I hadn’t heard of Scratch Bread until Alexa tweeted it. In any case I’m glad that he’s moving to Bed-Stuy and I’m especially pleased that he’s going to be moving into the old Focaccia place. That spot has been vacant for too long.
don’t get me wrong. i’m very excited about this. one thing i wish i could get more easily in bed stuy is fresh bread. my issue is how he is framing the initiative. if you’re going to be community minded, be community minded. all this ‘relating to the struggle’ is fine and well but i would think he’d be making inroads with the community BEFORE he moves in, especially if he’s trying to raise money. i’m certainly no gatekeeper which is why i asked if anyone really knew about this and could shed some light on who he’s reached out to but so far, it doesn’t seem like he has really.
he is by no way obligated to reach out to anyone but he’s the one putting forth this idea so i just want to know how he’s putting that in action. there are so many initiatives in the area to bring better quality foods and new markets and restaurants opening up that would prove to expand his business opportunities and offer support to his capital raising.
i work in community development so i know it can be sexy to put out this idea that this is grassroots but there’s a responsibility in putting that idea forth that we should hold people to, especially if they are the ones who put that idea out there.
I agree teanickeldime, there is a certain level of responsibility once words like community are involved. From previous experience of owning a bakery though, I hardly had enough time to speak with my own family. Very tasking business to be in. I wish them luck and glad they are coming to Bed-Stuy.
Winning hearts and minds
on matt tilden’s kickstarer page (http://www.kickstarter.com/projects/1105420724/scratchbreads-right-to-deliciousness-campaign), he writes, “We’re in Bed Stuy because we relate to the struggle, and have always worked very hard for not much” and goes on to talk about community. however, in the video he states, “that’s why I set up shop here in PARK SLOPE…I felt this area more than any other right now really can relate to this sort of thing.”
does this mean finding a space in bed-stuy is a settlement for second place? did he do his research and now has a change of heart, realizing that bed-stuy can also relate to SCRATCHbread? park slope and bed-stuy are clearly two different neighborhoods. if he feels park slope is the only neighborhood that “can relate to this sort of thing,” but is bringing the business to bed-stuy without carrying out research, marketing and branding position, it could bring about a totally different outcome.
i may simply need some clarity on how he’s “framing the initiative.” nevertheless, i’m sending well wishes for this business.
There are some interesting replies from the baker in the comments on kickstarter. http://www.kickstarter.com/projects/1105420724/scratchbreads-right-to-deliciousness-campaign/comments
I have a feeling he’s still feeling out what he wants out of his business. But, I don’t really think his “relate to the struggle” is the best way to say whatever he means.
i agree, emily- waay too much analyzing going on before the man even opens his doors. i am THRILLED that i’ll be able to buy delicious, freshly baked bread so close to home. another great addition to westbed!
I work with good food folks in Bed-Stuy and this guy is not involved in the “community”. He’s here because the rent is cheap. Plain and simple.
A lot of people are here because “the rent is cheap, plain and simple,” including me. I’m not so sure what’s so bad about it. I agree that he perhaps over-reached himself in his rhetoric about “struggle” although I am sure he has struggled.
But, as I posted earlier, I am thrilled that Bed-Stuy won out against Red Hook in this case. And maybe it’s time for the “good food folks” to reach out and form an alliance.
any business that brings needed services or goods to a neighborhood equals positive involvement in my opinion. melissa’s negativity is incredibly naive and a bit tired, frankly. fresh baked bread- bring it on! next on bedford, i’d like to see a wine shop. after that, a coffee spot. it’s happening. slowly but surely.
Scratchbread gets great reviews, so I’m sure he’ll do well when he’s up and running.
Butternut Market will have fresh breads when they open. Hopefully it will be in another month or so. The fire in the building was an unfortunate setback.
Hello everyone. what a great resource here, my apologies its taken me a while to stop by… I’m kind of a work-a -holic. I’m flattered with your support, and it seems like we haven’t even met yet? … As for SCRATCHbread, well, its in the process of being built. I’ve had some popsicle sticks, gorrilla glue and lots of great smiles get me through some thick quick sand. And,(as perhaps not best worded, when I say ‘struggle’, I mean starring in the eyes of faliure with no strength left far too many times. I want this brand to be about the people that want it around because it provides something of substance. Its the simplist thing we can all agree on, we deserve delicious food. We landed in bed stuy not on a budget, but on a mission, and the pieces fit better than any other place we’ve tried. Were modest, we love what we do, and we like standing for a better new form of business that invests into its surroundings. I hope you’ll give me two bites of your hunger once. And We’ll get back to you with specifics, once we can get our head above water. cheers bed stuy. It’s good to feel at home.
Thanks for joining the conversation. I can’t wait to try Scratchbread. Best of luck getting up and running!
Good luck!