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Bread Garden, the story

Ȩ > ENGLISH > Bread Garden, the story

 

During my study abroad in Germany, I saw my host mother
baking with her child. The childs laughter, white flour oh her cheeks,
the tasty and crunchy
feel of cookies inside my mouth and more than anything, the scent
of freshly baked cookies filled my body with happiness.
I wanted to share that happiness to the people around me. I thought of home baked cookies as a difficult task, but to my surprise what I learnt from my host mother was simple, and moreover enjoyable. Baking in the oven was not just cookies,
but a time filled with love and happiness.

That is how I began falling for home baking. In Europe,
home baking ingredients and utensils were easily found.
There were vast collections of home baking books and
various baking classes were readily available.
I also learnt the baking recipes that were passed down from
generation to generation. I baked bread and cookies as though
I was breathing it and soon I was often complimented on how well I baked.



By then, Korea was in midst of change due to the Olympics held in Seoul. At the same time, ovens were becoming more common beginning with the apartments in newly built towns.
Previously they had been exclusively found in wealthy homes, but now they were available in the common home. Despite this, after one or two attempts of roasting chicken and vegetables, they were more commonly used as a storage space for pots and pans. This was natural, as at the time it was difficult to find cooking classes that used ovens, let alone home baking classes.


Upon my return to Korea, I baked European style cakes as gifts for friends
and families and they were very much surprised. Cakes found in Korea at the time were limited
to butter cream cakes and fresh cream cakes for birthdays. Many people were fascinated by
a diverse range of cakes, from mousse cakes to chocolate cakes and fruit cakes.
Many people asked for me to teach them, especially mothers with young children who were
charmed by the simplicity of home baking.


Finding the appropriate ingredients and tools for home baking at the time
was near impossible. I visited various confectionary companies and their
suppliers and consulted various ingredient and utensils import companies,
however most did not understand the culture of home baking, and at times were
unaware that their products were used for home baking.
Despite such difficulties, I continued towards creating a home baking ingredient and
utensils specialist, all for the hope of allowing more people to enjoy home baking.
With the help of many people from various industries, I was able to steadily realize this hope.



In 1995, we finally opened a home baking specialist store
by the Dae-duk research institute, the center of Korean science.
We began small, starting with repackaging ingredients into
small amounts more appropriate for home baking as opposed
to the bulk supply that was available at the time.
We also displayed and sold various utensils that we had imported,
and supplied tools that were difficult to find by searching through
the Nam-dae-mun markets. We wanted to establish the best quality
and taste for home baking, whether or not we were acknowledged for it.


In order to import various home baking contents, we needed Germanys help.
Germany is a country that possesses an active and diverse scientific research
for home baking utensils. All the companies that we visited to ask for co-operation
asked us how will you spread a home baking to an Asian country that does not
eat bread as their principal food?
Ten years later, one German company told us your tenacity and perseverance
is amazing. It is because of Bread Garden that Korea has established a market for home baking.


Unlike traditional Korean cuisine, home baking is very scientific. With the correct
utensils and the adequate recipe, anyone can produce a decent quality. When
choosing the most essential utensil for home baking, it would be the hand mixer
without doubt. At the time, no baking academy used the hand mixer. Because
making dough required a substantial amount of strength, baking was thought to be
exclusive for men.
Therefore Bread Garden introduced the hand mixer to Korean baking. People were
excited with the utensil that allowed them to make dough without requiring so much
strength. Seeing the excitement, we realized that home baking was still a new
culture and an unexplored area in Korea.


The bread machine is an effective tool for not only bread making, but also for complex
dough making. Many homes in Europe already owned a bread maker.
Meeting the K bread machine company was destiny. With their slowing growth of
exportation, the K bread machine company turned an eye for the domestic market,
coming together with Bread Garden.
From a small store we achieved the record of over one hundred sales of the bread machine.
The home baking industry in Korea continued to grow.


The number of people that sought to learn home baking increased abruptly.
So, we decided to give everybody a chance to learn home baking, starting with open tutorial classes. When the number of people who wanted to learn increased, we began to hold tutorial classes at the store. At Bread Garden we thought: customers participating in the classes should be able to easily bake without failure in their own homes. With such philosophy, Bread Gardens tutorial classes gained much popularity. Beyond product sales, we hope to lead the home baking culture and its methods. This is why Bread Garden emphasizes that it is a cultural business that we have established.


Who was the first to introduce cream cheese in Korea? It was none other
than Bread Garden. Cream cheese is a very important ingredient in home
baking. At the time, it was very difficult to find cream cheese in Korea.
We still remember the day when a meister of milk processing brought in
fresh handmade cheese.
As we were pondering how we could bring such tasty cream cheese to
Korea, we were contacted by Kraft. They wanted to introduce Philadelphia
cream cheese to Korea, through Bread Garden. Like such, in 2000, Bread
Garden held a Cheese Cake Festival. Through this festival, over 8,000
Bread Garden clients were able to tasted cream cheese. The taste of soft
cream cheese made clients very happy, and Bread Garden was pleased
in having opened a new paradigm in Korean home baking.


When Bread Garden made its first steps, the only utensils available within
Korea were imported brands from Germany, Italy, America, England and Japan.
Most of these were made in China, and then re-imported at high prices
with its branding.
At Bread Garden we began to wonder how we could supply better quality products
at a lower cost. This was how the home baking ingredient brand Mate, utensil brand MESSE, DECO and home
baking appliances brand MEISTER were created. These brands provide good quality products at reasonable prices,
and in order to promote these brands worldwide, Bread Garden is steadily increasing our territory.


Because bread is the main meal, European home baking mostly consists of healthy
bread with fruits and nuts. In Korea, due to its big portions, European style baking is
a little too heavy. To the contrary Japanese baking is small and pretty; however it
requires too much effort therefore lacks efficiency. American baking uses too much butter
and sugar, making it too sweet and greasy for Korean taste. Bread Garden has constantly researched and sought
after baking for Korean taste. As a result, Bread Gardens recipes are progressing till this day.


The giving and receiving of chocolate on Valentines Day was started as a marketing
strategy of a Japanese confectionary company. Whether this was but a mere
commercial strategy, showing affection by giving chocolate is exercise, especially if it was home made.
Bread Garden was the first to introduce chocolate making in Korea. Chocolate making gained much popularity amongst the youth, and quickly took place as a cultural code in Korea. Today, many people across all age groups are making chocolate as gifts. Bread Garden has kept its place as leader of DIY chocolate making, publishing three publications.


Most wholesale marts in Europe and America have a large home baking section, proving home bakings popularity in homes. In 1995 Bread Garden was the only place that customers could buy products related to home baking. Purchasing home baking products was beyond possible. However through the endless efforts to introduce home baking culture, in 10 years the industry has changed. In Lotte Mart and Homeplus, there are now professional home baking sections.
Who is in charge of the supplying and managing these stores?
None other than the leading professional home baking company, Bread Garden.
Today, everybody can purchase and enjoy professional home baking utensils in over 200 wholesale marts throughout the country. This is an exceptional change, and Bread Garden is still searching for more ways to bring change to the home baking industry.


Home baking pre-mix is an area that large enterprises participate in.
This is because a mixed pre-mix can increase sales as opposed to selling flour
and sugar separately. The reason Bread Garden makes pre-mixes is however different.
If we were expecting an average taste from average ingredients, there would be
no need for home baking. At Bread Garden we make pre-mixes because we want
for even beginners to be able to enjoy a delicious and healthy home baking.


Bread Garden is beyond a simple retailer for home baking ingredients
and utensils. We are a company that strives with great passion and
ambition to lead home baking culture throughout Korea. We have
published eight books related to home baking, and even today we
are preparing various publications.
Bread Garden also trains professional home baking instructors
throughout Korea. The instructors that were trained through
Bread Garden BHI(Bread Garden Home-baking Instructor)
have formed a network throughout Korea in over 60 department
stores, marts and in community centers giving tutorials on Bread
Garden style home baking. Bread Garden constantly offers training
for these instructors, trying to maintain the best home baking culture
throughout Asia.


The culture of gifting home baked cakes on anniversaries is growing popularity,
especially amongst the youths. It is however difficult for everyone to prepare
for all the basic utensils needed to star home baking. This is why Bread Garden
has introduced a new business that allows for great tasting and appealing cakes
using simple and healthy ingredients and tools. Soon, we hope for a culture where everyone can easily enjoy home
baking and bake healthy and delicious breads and cakes for the ones we love.


In time, home baking has become something that anyone can easily access in
Korea. In the meanwhile big enterprises have approached the market by producing
pre-mixes, and likewise Bread Garden has increased business online and offline.
Though home baking culture was established before Korea, Japanese companies
have begun to benchmark Bread Garden, and several companies in Hong Kong
and China are doing the same.
Today, even home baking is becoming a part of the Korean wave. Bread Garden
will lead this influence, opening a new paradigm in home baking throughout Asia.