Why I Bake Everything by Hand

And why that will never change at FLOUR.

There are faster ways to do this.

There are machines that can mix, knead, and shape hundreds of loaves an hour. There are shortcuts that could save time, reduce labor, and boost production. But here at FLOUR., I still choose to bake every single loaf by hand—just like I always have.

Why? Because the hands matter.

There’s a kind of connection that happens when you work with dough. You learn its language—the way it stretches, resists, breathes. You notice the temperature of the room, the humidity in the air, how the starter smells that day. You become part of the process, not just a person pushing buttons.

When I mix a batch of dough, I’m not thinking about efficiency. I’m thinking about flavor. Structure. Fermentation. The way this loaf will make someone feel when they slice into it. There’s heart in that. And I believe you can taste it.

Slower Is Better

Hand baking forces me to slow down—which, honestly, is a gift in itself.

There’s a rhythm to this kind of work. You can’t rush a sourdough ferment or force a perfect rise. You have to wait. And in that waiting, something special happens. The bread develops character. I get to tune into the details. And what comes out of the oven is so much more than just food—it’s a product of time, attention, and care.

Not Scalable—and That’s Okay

People sometimes ask if I’ll “scale up” one day. The truth is, I hope FLOUR. does grow—but I never want to lose the soul of what makes it special. When I imagine opening a brick-and-mortar bakery, I don’t picture conveyor belts or industrial mixers. I picture a small, busy kitchen where everything is still done with intention. With hands. With people who care.

This is slow baking. And it’s not for everyone. But it’s absolutely for me—and for the customers who come back week after week because they can taste the difference.

Bread You Can Believe In

When you buy a loaf from FLOUR., you’re not just buying bread. You’re supporting something real. Something made by someone who wants to be in the kitchen every day, flour up to her elbows, checking the crust on every single bake.

So no, I won’t be automating things anytime soon. Because this is what I love. And this is what I believe good bread deserves.

With love (and strong forearms),

Ellen
Founder & Baker, FLOUR.