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SHORTLISTED FOR THE 2024 TASTE CANADA AWARDS
A GLOBE AND MAIL BEST COOKBOOK OF THE YEAR
Vegan chef and artisan bread-maker Ed Tatton shares techniques and 100 recipes for making naturally leavened sourdough loaves, small breads, and earth-friendly small baked goods.
Sourdough bread is naturally vegan—flour, water, and salt transformed into extraordinary, delicious bread. Ed Tatton, vegan chef, artisan bread-maker, and co-owner of the popular vegan café and bakery BReD with Natasha Tatton, has been baking and refining his recipes and techniques for naturally leavened sourdough for many years—including a wide array of boules, baguettes, loaves, flatbreads, buns, and pizza. As required, he uses plant-based alternatives in some savoury and sweet sourdoughs that would traditionally include dairy (butter, milk, or buttermilk) including panettone buns, hot cross buns, sticky buns, cinnamon buns, English muffins, brioche, and babka. Inside BReD, you’ll find these perfected recipes to start your journey in bread-making; along with a detailed sourdough starter guide with step-by-step visuals on making and maintaining a sourdough starter, levain, mixing, shaping, and baking methods.
BReD is a complete plant-based book for bakers that goes beyond just making bread. Experienced bakers and novices alike can take their baking to the next level with gorgeous vegan baked goods from cakes, muffins, and scones to biscuits, cookies, and tarts. Passionate about a vegan lifestyle for the benefit of all people and the planet, the book also includes gluten-free recipes (bread and other baked goods), discard starter recipes to further zero-waste efforts, and an offering of dips, spreads, and accompaniments to complement the breads.
COMBINES TWO HUGELY POPULAR TRENDS: Since quarantining in 2020, sourdough bread-making continues to be hugely popular. According to YPulse research, the plant-based/vegan cooking trend has only been accelerated by COVID-19.
CONSCIOUS CONSUMERISM: Now more than ever, consumers are choosing foods that align with their individual values, whether that’s personal health, planetary health, or digging into food for the pure joy of it.
HEALTHY: Made with whole-grain flours milled from nutrient-dense grains and optimized for digestion via fermentation, Ed’s approach to bread-making is not only delicious but truly healthful.
TALENTED NEW VOICE: Vegan chef and artisan bread-maker Ed Tatton has over 100k followers on Instagram and is co-owner of a popular bakery in Whistler, BC. Social media following by top five countries includes U.S. (20%), Canada (10%), Brazil (6%), U.K. (5%), and Italy (5%).
ED TATTON is a professional chef who has been to culinary college and worked in high-end kitchens in the UK, Australia, New Zealand, and Canada, but now specializes in making organic naturally leavened sourdough. As co-owner of BReD–Organic Sourdough with his wife Natasha, Ed leads a small bakery team, making and baking bread, pizza dough, and other small baked goods. These days, Ed’s food is compassionately 100% vegan, a movement he is passionately excited to be part of and help grow for the benefit of people, animals, and the planet. NATASHA TATTON is an English teacher turned bakery manager, animal rights advocate and co-founder of BReD–Organic Sourdough, a 100% vegan café/bakery. Natasha has taught English all over the world but now leads a small front-of-house team of cashiers and baristas. She has ventured into various food and beverage roles, nurturing her desire to establish a vegan eatery to provide more compassionate food choices for people. Ed and Natasha both live in Whistler, BC.
Author Residence: Whistler, BC
Author Hometown: Kent, UK
Marketing: US Plans:
Cover reveal and pre-order push from author’s channels – over 20,000 of his followers are US based
Pitch for coverage in food and lifestyle publications like Bon Appetit, Tastemade, Taste, Food52, The Kitchn, Serious Eats, Voraciously (Washington Post), Oprah, Oprah.com/Oprah Daily, Parade, PopSugar.
Tap into the vegan focus on the book to target vegan media like Plant Based News, VeganLife, One Part Plant, Vegetarian Journal etc
Consider search advertising targeting bread and sourdough searches
Feature Website: www.edsbread.com
Author Website: www.edsbread.com
Author Social Media: Instagram: eds_bred
SHORTLISTED FOR THE 2024 TASTE CANADA AWARDS
A GLOBE AND MAIL BEST COOKBOOK OF THE YEAR
“BReD lays a deep foundation for understanding sourdough, vegan whole-food baking with strong commitment to true sustainability—starting with bread and growing into a full range of sweet and savory nourishing baked goods that has made the bakery cafe a cornerstone both of their community and in the movement towards sustainable food systems and practices.”
—Chad Robertson, cofounder of Tartine, recipient of the James Beard Award, bestselling author of Tartine Bread, and co-author of Tartine and Bread Book
“Ed and Natasha Tatton’s book lays the foundation and explores beyond what it means to be a sourdough baker. Not only do we get their expert advice on baking bread and numerous incredible recipes, but they offer a way toward plant-based baking with zero waste—and right now, reducing our footprint as bakers couldn’t be more critical. Whether you’re a beginning or advanced baker, their inspiring book will elevate your baking.”
—Maurizio Leo, author of the New York Times bestseller The Perfect Loaf
“Plant-based, seasonal baking is celebrated in this beautiful ode to bread. Let Ed’s passion for and deep knowledge about baking be your guide and soon you’ll bring his bakery into your home.”
—Jim Lahey, recipient of two James Beard Awards and author of The Sullivan Street Bakery Cookbook, My Pizza, and My Bread
“Ed and Natasha have revolutionized what it means to bake bread—all with an innovative vegan twist! From inspired recipes like Sesame and Brown Rice Miso Sourdough to Lentil, Mushroom and Herb ’Sausage’ Rolls, I admire how they have combined their love for bread baking with their passion for animal welfare in this tempting debut cookbook. BReD is filled with seriously creative recipes you’ll be rushing to recreate and impress your family and friends with!”
—Angela Liddon, New York Times bestselling author of the award-wining Oh She Glows vegan cookbooks
“This book manages to be inspiring, innovative, and classic all at once. It is comprehensive, laid out beautifully with recipes that you actually want to bake.”
—Vanessa Kimbell, award-winning author and course director at The School of Sourdough