# In-House Milled Sourdough Loaves Madison Sourdough Boasts a Menu of Artisanally Baked Goods By Kalin Ned | Published 2019-11-26 | Business Source: Trend Hunter, https://www.trendhunter.com/trends/madison-sourdough References: [jsonline](https://www.jsonline.com/story/travel/wisconsin/weekend-getaway/2019/11/01/wisconsin-bakeries-o-h-danish-stockholm-pie-madison-sourdough/4082432002/) & [madisonsourdough](https://www.madisonsourdough.com) Located on 916 Williamson Street in Madison, Wisconsin, [Madison Sourdough](https://www.trendhunter.com/trends/madison-brown-premium-ice-creams) is "a modern communal oven bakery, mill, and patisserie." The business is founded and run by Drew and Emily Hutchison. Particular attention is paid to sourcing local ingredients. Wisconsin-grown grains are milled on-site with an Austrian stone mill to ensure optimal nutrient retention. Most loaves offered to customers utilize the grains that are processed in-house. In addition, Madison Sourdough makes its "[fresh, stone-milled Wisconsin flour](https://www.trendhunter.com/trends/specialty-flour) [...] available in-store," allowing enthusiasts to try their hand at the art of bread-baking. From Kamut Khorasan and [Whole Spelt Flour](https://www.trendhunter.com/trends/cookies-cream-skillet-cookie) to Rye Flour and High-Extraction Bread Flour, the Madison Sourdough offers some variety. The business is also proud to highlight its specialty sourdoughs, including the latest addition — the Sesame Nori Sourdough, as well as customer favorites like the pain au chocolat. Image Credit: Madison Sourdough ## Trend Insights (Trend Hunter) - Score: 4.6/10 - Popularity: 80% | Activity: 48% | Freshness: 9% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Gen Alpha, Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Business](https://www.trendhunter.com/business) > [Market](https://www.trendhunter.com/market) ## Key Themes ### Key Themes Behind This Trend - **In-house Milling:** Opportunity for bakeries to increase control over ingredients and freshness by investing in on-site milling technology. - **Locally Sourced Ingredients:** Growing trend in the food and beverage industry to prioritize local ingredients for sustainability and consumer demand. - **Specialty Sourdoughs:** Opportunity for bakeries to differentiate themselves by offering unique and innovative sourdough flavors and recipes. ### Where This Applies - **Bakery:** Opportunity for bakeries to invest in on-site milling and offer locally sourced ingredients to meet growing consumer demand for fresh and sustainable options. - **Food and Beverage:** Growing trend towards locally sourced and sustainably produced ingredients in the food and beverage industry, providing an opportunity for companies to differentiate themselves and appeal to consumers with a focus on sustainability and transparency. - **Agriculture:** Increased demand for locally sourced ingredients provides an opportunity for farmers to partner with bakeries and food companies to provide fresh and sustainable grain options. ## Related on Trend Hunter - [Sourdough-Specific Troy Bakeries](https://www.trendhunter.com/trends/sourdough-ida.md) - [Muslim Sourdough Bakeries](https://www.trendhunter.com/trends/woodlands-sourdough.md) - [Artisan-Style Bread Loaves](https://www.trendhunter.com/trends/sliced-sourdough-sandwich-loaves.md) - [Organic Sourdough-Based Appetizers](https://www.trendhunter.com/trends/garlic-sourdough-bread.md) - [Artisanal Sourdough Bread Kits](https://www.trendhunter.com/trends/artisan-sourdough-bread-kit.md) - [Limited-Edition Sourdough Ales](https://www.trendhunter.com/trends/sourdough-summer-ale.md) - [Sourdough Bread Bundles](https://www.trendhunter.com/trends/alkeme-foods.md) - [Industrial Artisan Baking Products](https://www.trendhunter.com/trends/slow-milling-ingredients.md) - [Additive-Free Artisan Sandwich Breads](https://www.trendhunter.com/trends/izzio-organic-artisan-sandwich-breads.md)