"A sourdough starter is a Tamagotchi for people in their 30s."
So proclaimed a tweet earlier this year that would end up adding some levity to the lockdown obsession now shared by scores of Americans.
The pandemic has turned many to the great bread-making project. And we have all sighed while scrolling through some handsome loaves. The craze drew scientists' attention too — who were willing, nay, seeking out failed starter experiments.
But one Somerville startup is here to take away the room for error. Wildgrain wants you to leave the experimenting to the experts and wait for par-baked fresh loaves to arrive at your doorstep.
"When the [Covid-19] lockdown began, there was a great opportunity for subscription boxes," said Wildgrain co-founder and head of product Johanna Hartzheim. "Suddenly, everyone lacked access to their favorite stores and bakeries."
Wildgrain offers a subscription service that brings users three fresh different kinds of sourdough loaves each month, along with four pastries and two different kinds of pasta, for $79. The service was launched by entrepreneur couple Hartzheim and Ismail Salhi.
Hartzheim came up with the idea for Wildgrain last spring, when she found out she was pregnant with her son. She started making fresh loaves of sourdough bread, which is usually considered a healthier and a lighter option.
"Back home, in Germany, the culture of baking fresh bread is very popular," Hartzheim said. "When I became pregnant, I wanted healthy ingredients, and I started baking a lot more."
Hartzheim would also distribute these loaves among friends, family and neighbors who would eventually become the startup's founding clientele.
It wasn't until Gov. Charlie Baker's stay-at-home advisory went into effect in March that Wildgrain became the couple's main focus. The global lockdown brought their first startup, Qleek, which operated in the live events space, to a grinding halt.
Luckily, Qleek's investor — Downtown Boston-based Bolt — saw the early promising signs in Wildgrain.
"We were talking to Bolt about our previous company and we mentioned Wildgrain as a side project," Hartzheim said. "And they were very interested and asked us to come back and pitch them. And, we did."
Investor support helped, and Hartzheim and Salhi were able to bring this project to fruition with a soft launch in March. Already, Wildgrain has 150 customers and counting.
Currently, Hartzheim wears many hats, including one that chefs wear. "Right now, I am standing and making croissants, while also taking care of my newborn," she said. "As soon as I have people helping me, I will work on new recipes and products."
Wildgrain confectionaries are currently made in NotStarve, a kitchen incubator in Woburn. The startup is working out distribution partnerships with local bakeries.
"It's a tricky time to start a food business right now," Hartzheim said. "But we are collaborating with local bakeries. We were planning on making everything ourselves, but the partnership made sense. Hopefully, this will be mutually beneficial to us and the bakeries that are going out of business."
What else is on Wildgrain's future menu? Gluten-free and vegan offerings and perhaps a facility on the West Coast.
