Month-long campaign aims to promote sourdough in Europe
Fedima, the Federation of European Manufacturers and Suppliers of Ingredients to the Bakery, Confectionary and Patisserie Industries, has launched a campaign to promote sourdough and to inform consumers on the ingredient. The campaign launch is marked by the release of a video on sourdough, the first in a series of videos and other informative materials.
“At Fedima, we are delighted to be launching this campaign. In 2019, we conducted a study to gain insights into how European consumers perceive sourdough, and we found that 58% do not fully understand what sourdough is. As such, this campaign will focus on informing consumers about sourdough in an engaging manner, providing details into many interesting characteristics of this ingredient. Our intention is to open up debate and encourage curiosity around sourdough throughout the coming months and years,” stated Johan Sanders, president of Fedima.