Ancient grains and real sourdough: the holiday bread season begins with a new challenge

By: Trademagazin Date: 2025. 08. 21. 11:46

In August, bread made from the new harvest traditionally appears on the table for the first time, but it matters greatly what ingredients and methods are used in everyday bakery products. On August 20, the “Hello Ancient Grains!” challenge was launched by the Association of Conscious Consumers, encouraging participants for one month to seek out and consume authentic, high-quality breads made from ancient grains and natural sourdough – reports Pénzcentrum.

The organizers not only provide tips and recipes for conscious choices but also offer a webinar and free samples of ancient grain flour (emmer, einkorn) to inspire healthier alternatives.

What Counts as Real Sourdough?

According to a recent summary by the Association of Conscious Consumers, more and more breads labeled as “sourdough” can be found in shops, yet a significant portion of these are actually industrial products made with yeast or starter cultures. In contrast, real sourdough consists only of flour and water, undergoing a 12–24 hour fermentation process. This method ensures richer flavor, better digestibility, and longer shelf life.

“The lack of regulation gives free rein to mass producers, who exploit the popularity of sourdough bread to legally market fast-track products. Formally, it is not deception, but consumers may still feel misled,” warns Tünde Udvarnoki, sustainability expert at the Association of Conscious Consumers.

The association advises checking labels carefully when choosing bread. If the ingredient list is short (flour, water, salt, and possibly seeds), it is likely a real sourdough product. Otherwise—if it contains yeast, sourdough powder, improvers, or acidifiers—it is better to leave it on the shelf. The price is also telling: due to the longer fermentation and high-quality ingredients, authentic sourdough bread is always more expensive than industrial alternatives.

Ancient Grains for Health and the Planet

The challenge places special emphasis on promoting ancient grains such as einkorn and emmer. These cereals have accompanied humanity for millennia, are resistant to environmental stresses, and possess higher nutritional value. Consuming them is not only healthier but also a more sustainable choice.

Throughout the month-long program, participants receive useful advice, recipes, and sourcing tips. In mid-September, a free webinar will be held where Gergely Váczi, head of the Orma Gerilla Bakery in Pécs, will showcase the potential of ancient grains.

Community Efforts for Bread Culture

The “Hello Ancient Grains!” challenge is organized jointly by the Association of Conscious Consumers and the Research Institute of Organic Agriculture (ÖMKi) as part of the Divinfood project. For this year’s Bread Festival, ÖMKi also published a recipe collection highlighting the diverse world of organic flours and ancient grains.

Launched on August 20, the program not only reinforces traditions linked to the holiday but also helps ensure that more and more people choose healthier and more sustainable bread in the long run.