After watching this episode of “Cooked”, I learned that yeast exists in the air. Yes, you can make bread with yeast from the AIR. 

Cut to a montage of many disgusting home experiments and now I’m a pretty decent sourdough bread baker. 

While working at Pereira O’Dell, PJ Pereira wanted to do something that highlighted the agencies culture: two offices, one in San Franciso the other in New York, pulling ideas out of thin air and helping businesses grow. 

So, my partner and I created the first sourdough starter made from a company’s culture. 

Introducing GROWTH—a sourdough bread yeast cultivated from the creatively-charged air in Pereira O'Dell's office. Once, a real product we actually made, now SOLD OUT.

Some bagels we made using our culture.