Today we’d like to introduce you to Liron Kreitman
Hi Liron, we’re thrilled to have a chance to learn your story today. So, before we get into specifics, maybe you can briefly walk us through how you got to where you are today?
I’ve always loved bread. Over the years I’ve mostly bought bread, and while living in NYC, would
often purchase bread from farmers markets, in support of my local food system. I’ve been
fascinated by where my food has come from, a passion that led me to learn more in depth about
food systems in NYU’s food studies graduate program. In my final project I wrote a children’s
book about gut bacteria, and was astonished by the connection between the food we eat, and
how fermentation of foods makes them more readily digestible, supporting our gut bacteria’s
health in the process. Not long after completing my final course in my Master’s program, our
family relocated to the Jester neighborhood in Austin. When COVID hit, and it was really hard to
find yeast anywhere, I decided to take the leap and start making my own sourdough starter. It was
a journey, but within several weeks, I started making bread, and I was hooked! While it seemed
like everyone in the world was making sourdough during the pandemic, I continued after the
restrictions loosened up. Soon, sharing bread was sharing my love and passion, and I would
show up with a loaf (or two) everywhere I was invited to. Over time, friends and family started
asking me to sell them my bread. At first I was intimidated as I have a full time job in tech and
making sourdough bread at my high standards is very labor intensive. But I decided to take the
leap and try: When a friend and neighbor asked when they could buy my bread, I offered that
they text me 48 hours before they wanted a loaf, and that I would bake it for them. And that’s how
I got started. Friends started texting and coming over to pick up the bread consistently, week over
week and month over month. Word of mouth spread and I was always so honored and humbled
to hear that folks have eaten the bread I made and loved it. That was the beginning of
Moonflower Bakes.
I’m sure it wasn’t obstacle-free, but would you say the journey has been fairly smooth so far?
As I mentioned, I am a great believer in supporting local food systems. As a baker, I would like to
focus on locally grown and milled grains, which I believe make the best bread. The challenge lies
in the fact that those high quality ingredients come at a higher cost, and I want my bread to be
affordable to my beloved customers. Finding the right balance between the best ingredients and
pricing is a constant challenge for me.
Thanks – so what else should our readers know about your work and what you’re currently focused on?
I started my career in fundraising for nonprofits. When I moved to Austin in 2017 I desired a
change and plugged in to the thriving local tech ecosystem. Alongside baking sourdough bread, I
spend my days helping companies perfect their customers’ journeys and experience.
We’d love to hear about how you think about risk taking?
I’ve always considered myself risk averse, I like the routine of a full time job, yet was fascinated
by entrepreneurship. I have found the right balance for me between holding on to my full time job
in tech, and starting my own business with Moonflower Bakes: As I work from home, I schedule
my meetings in a way that I can task myself with bread-making in between. If there was a camera
in my kitchen, you would see me stroll down every once and a while, fluff my loaf, turn it around
or whatever it needs at that point, until I need to log on for my next task or meeting.
Contact Info:
- Website: https://www.moonflowerbakes.com/
- Instagram: https://www.instagram.com/moonflowerbakesaustin/
- Other: liron@moonflowerbakes.com
Image Credits
Moonflower Bakes
