There is a silver lining in every crisis. Covid had a few. The environment got to rest and repair for more than six months. Getting from A to B by car (when you could and/or had to) was traffic snarl-free, even at 5.30pm. And Australians discovered, or for some rediscovered, the joy of baking. Bread making, in particular, became a thing. The hashtag, #breadmaking, has reached over 800K posts on Instagram and grocery stores are still having flour shortages.
For BMF associate creative director, Casey Schweikert, an inherent passion for breadmaking turned into a side hustle, The Bread Cult, this year. Now the thousands who became obsessed with bread making in 2020, and the late bloomers moving up from a packet mix or countless trip to Baker’s Delight, can join her “secret society of bread worshippers who have devoted their lives to the sacred ritual of baking”.
Schweikert commented, “There are many similarities between a cult and bread baking. It takes over your life. You devote endless hours to getting the perfect rise. There’s a special bond when you meet someone who you can talk to about the intricacies of your sourdough starter. It’s addictive.”
She has launched a website for her cult, thebreadcult.com, where you can pre-order The Ultimate Bread Making Kit for $49 (plus shipping) for delivery before Christmas within Australia and reward other bread making cultists or introduce the uninitiated into its seductive allure. It comes with everything needed – an easy-to-follow recipe, ingredients, baking utensils and blessings from the Cult Leader.
The first bread making kit aims to please 2020 newbies. “We believe this is enough to get them hooked,” Schweibert noted. “And we’re working on a more advanced Sacred Sourdough Kit for 2021. Sourdough is at the pinnacle of The Bread Cult, the mecca of bread perfection.”
Schweibert believes she may have launched the most wholesome cult ever, with many home bakers using it as a means to relieve some of the stress of working from home and make something with their hands. The Bread Cult aims to grow its community of bread worshippers, through its website and Instagram to become a place where people of all levels of baking can share their devotion to bread.
“I started making bread over 4 years ago. I used to put my sourdough starter (named Old Gregg) in my bed, near the heater to keep warm. The obsession is real and I know I’m not alone. The Bread Cult was designed to be different to any other bread brand out there. We’re yet to get into sacrifices. But we’ll see.”
Follow The Bread Cult on Instagram.