Bread for the Community: How Stijn Vanorbeek is Crafting Meaningful Connections with the Simply Bread Company | Episode 44

I am thrilled to share this incredible conversation with Stijn Vanorbeek, the innovative mind behind Simply Bread Company and the Simply Bread Oven. We dive into Stijn’s fascinating journey from a tech-savvy entrepreneur to a passionate baker and inventor of a revolutionary bread oven that has transformed the world of micro bakeries.

Stijn shares how his love for community and his frustration with bread quality in the U.S. led him to develop a product that not only enhances the art of bread-making but also creates meaningful connections among bakers and their customers. You’ll hear his insights on the challenges of scaling, the importance of local production, and the heartwarming ways Simply Bread supports bakers at every stage.

What makes this episode truly special is the passion and purpose behind Simply Bread’s story. Stijn’s journey is a testament to the power of combining craftsmanship with community-building.

Whether you’re a sourdough enthusiast, an aspiring micro-baker, or someone curious about entrepreneurship, you’ll walk away inspired to chase your dreams, nurture your community, and savor the beauty of good bread. Don’t miss the inside scoop on future plans, including accessories, education, and even the possibility of international baking adventures!

Read on for the full transcript of our conversation!

Ways to Connect with Simply Bread:

Simply Bread Facebook Community: https://www.facebook.com/share/g/1E4FMA7Jz2/
Simply Bread Instagram: https://www.instagram.com/simplybreadco/
General Email: info@simply-bread.co
Stijn's Email: stijn@simply-bread.co

A Conversation with Stijn Vanorbeek: Building Community Through Simply Bread

Caroline Bower: Welcome back to another episode of The Bread Winner Podcast! Today's episode is a really wonderful one. I am so excited. I have been looking forward to it for quite some time. I have a guest on the show today, and I am joined by the amazing founder of the Simply Bread Company.

And I would love for you to firstly let us know exactly how your name is pronounced because I'm sure a lot of us Americans are not 100 percent sure. But also, you are the inventor of a bread oven that has changed the life of so many sourdough micro bakery owners who are operating a business from their home.

So, I’d love to turn it over to you here and have you introduce yourself and just let us know a bit about your background.

Stijn Vanorbeek: Thank you. And thanks for having me. Yeah, so my name is Stijn Vanorbeek. My first name is typically pronounced "Stan". I think most people try Stin, the Dutch Flemish way of saying it. The "IJ" is like an A. It's not Sti-jin, as many people try, but that's okay. I got used to it after all these years.

Yeah, and so I’m the founder and CEO of Simply Bread Company, which makes the bread baking oven but also the app/order management platform for micro bakers and other bakeries.

Caroline Bower: And I use the app and love it! I even have a space right there for the oven, which I am saving for.

Stijn Vanorbeek: We’ll get there!

From Europe to the U.S.: A Journey to Better Bread

Caroline Bower: Tell me a little bit about how you got started. Have you always been a baker, or what led you to start the Simply Bread Company?

Stijn Vanorbeek: Of course, in Europe, I grew up with relatively good bread. Although sourdough was around, it wasn’t very popular. It was more like an alternative bread type, almost for the hippies.

Growing up in Belgium, close to France, I developed a decent understanding of what good bread is supposed to be. Coming to the U.S., I’ve been visiting for a very long time for business and pleasure, and I was always disappointed with the bread quality. Grocery store bread just wasn’t for me.

I started baking in Dutch ovens and giving bread away to neighbors and colleagues. Eventually, it got out of hand. I’ve always worked in technology and entrepreneurship, but just before COVID, I wanted to do something with my hands. I dreamed of opening a coffee shop or bakery to escape spreadsheets and coding.

A video from Proof Bakery in Arizona inspired me. It showed the process of scaling up a bakery, and I thought, This is doable.

I rented a commissary kitchen, but it didn’t work out. Then I discovered Facebook groups where people were talking about importing European ovens. I saw the demand and thought, Why isn’t there a U.S.-made oven? That’s how it all started.

The Demand for a New Oven and the First Prototypes

Caroline Bower: That’s amazing! So, it was probably the ROFCO oven that was one of the only options at the time?

Stijn Vanorbeek: Yes, it was pretty much the only option. It’s a workhorse and has served people well, but it has limitations, including a 12-month lead time back then. As a product developer with a background in robotics and mechanical engineering, I didn’t want to wait.

So, I pulled out my grinder and welder in my garage and started working with steel.

Caroline Bower: Wow! You not only identified the need but decided you were the one to meet it. What was the process of going from welding in your garage to distributing the oven?

Stijn Vanorbeek: I’ve been an entrepreneur my whole career, so I focused on validating the market. Inspired by Seth Godin’s concept of a “minimum viable audience,” I built a product for myself, then for five, then ten people.

I did a presale and put in 200 units, but COVID brought supply chain challenges. I decided to manufacture in the U.S., which added complexity but aligned with my values.

Key Features of the Simply Bread Oven

Caroline Bower: What were some of the non-negotiables when designing the Simply Bread oven?

Stijn Vanorbeek: A few key things:

U.S. Made and Supported: I wanted to build more than just a kitchen appliance. It was about community and helping bakers.
Viewing Window: I wanted to include a window for bakers to see their bread baking.
Steam Generation: We needed a better solution than garden sprayers.
Even Baking: We added technology to control heating elements independently, solving issues with uneven heat.
Certifications: Achieving NSF and UL compliance was crucial for food safety and professional use.

We wanted to solve problems for bakers while making something reliable and sustainable. Each feature, like the steam system or the viewing window, was designed with both performance and user experience in mind.

Scaling Challenges and Customer Connections

Caroline Bower: What surprises or lessons did you learn from the first batch of ovens?

Stijn Vanorbeek: The first units taught me a lot. For example, I underestimated thermal expansion issues. Over time, we improved scalability, reliability, and design.

Caroline Bower: Simply Bread has built a strong connection with home bakers. How did you achieve that?

Stijn Vanorbeek: There wasn’t a big strategy. I built a product I wanted myself, delivered the first 20 ovens personally, and listened to feedback. Authenticity and community are key.

Even today, I personally follow up with customers whenever I can. During the early days, I delivered ovens in my truck and installed them to ensure they worked well. I wanted to create trust and show that we’re part of the baking community, not just a company selling products.

Future Directions for Simply Bread

Caroline Bower: Simply Bread has grown so much. What’s next?

Stijn Vanorbeek: We’re exploring new accessories and ingredients, like specialty grains. Education is another area—we’d love to bring European bakers to teach classes.

There’s also demand for helping micro-bakers open storefronts. We’d like to support those transitioning from home-based businesses to physical locations. It’s about sharing best practices and creating products tailored to their scale.

And personally, I’d love to organize baking trips to France or Germany—something immersive where we take classes, visit mills, and learn together.

Advice for Bakers: From Scaling to Community Impact

Caroline Bower: For those scaling their baking, what advice would you give?

Stijn Vanorbeek: Understand the science of scaling. For example, moving from two loaves to twelve means accounting for differences in flour and water temperature. Tools like thermometers and careful measurement can make a huge difference.

Also, embrace the idea that baking at scale requires adjustments. It’s okay if your loaves aren’t perfect Instagram models—real artisan bread is about quality and flavor.

Caroline Bower: That’s great advice. What are your thoughts on the broader sourdough movement?

Stijn Vanorbeek: I believe it’s here to stay. People are looking for meaningful food experiences, and bread is a universal way to connect communities.

Favorite Bakes and Ingredients

Caroline Bower: What’s your favorite bread to bake?

Stijn Vanorbeek: Freshly milled whole wheat or rye. I love experimenting with buckwheat and heritage grains, and I've been loving Central Milling's Old World Blend and Sunrise Flour Mill's Heritage Bread Blend. It’s all about the complexity of flavors.

Connect with Simply Bread

Caroline Bower: Thank you, Stijn. This has been a wonderful conversation. Where can listeners connect with you?

Stijn Vanorbeek: Visit simply-bread.co or join our Facebook group, Simply Bread Community.

Caroline Bower: Thank you so much, Stijn. To my listeners, don’t forget to tag me (@carolinebower_sourdough) and Simply Bread when sharing where you’re tuning in from. Happy baking!