Our story
It started with a jar of starter on a North Dunedin windowsill. It's now a bakehouse that goes through 300 kg of flour a week.
Why "Crumb Theory"?
Because Mei was a physics tutor who couldn't stop talking about the crumb of her loaves: the size of the holes, the shine on the walls, why one batch rose and the next one sulked. Her flatmates called it her crumb theory. The name stuck when she sold her first loaves at the Otago Farmers Market.
Today the theory is simple. Long ferments, good butter, flour from the South Island, and nothing on the counter that wasn't made here that morning.
How we got here
- 2017
First loaves sold at the Saturday farmers market. Twenty a week.
- 2019
A shared kitchen in South Dunedin and our first croissant, after 41 failed batches.
- 2021
The shop on Princes Street opens, with a deck oven bigger than the old kitchen.
- Now
Seven bakers, three batches a day, and a cheese roll we will defend in any argument.
The 4 am crew
Our bakers start in the dark so the first loaves are out at 7. We pay above the living wage, close on Mondays so everyone gets a proper weekend, and train apprentices every year.
