Puratos launches charity sourdough initiative
By Bakers Journal
Riding the wave of excitement around Sourdough home-baking and in line with its commitment to support local communities, Puratos US announced that through June 30, for every sourdough social media post tagged with #SourdoughDifference, Puratos will donate $1 to local chapters of Ronald MacDonald House Charities® (up to $10,000).
As part of Puratos’ ongoing digital expansion, #SourdoughDifference will feature videos and posts across Facebook, Twitter, Instagram and LinkedIn, encouraging followers to post their own sourdough stories and photos, and engage with Puratos US sourdough experts.
From a tour of Puratos’ Sourdough Library to a Share your Sourdough Fail series, #SourdoughDifference features unique content to excite both the new home-baker and the sourdough aficionado. The result is a forum to not only connect sourdough bakers with one another, but to channel that excitement into a good cause.
Andy Brimacombe, president of Puratos US, said: “The #SourdoughDifference campaign harnesses the growing passion for sourdough to support the incredible work of Ronald McDonald House – let’s make a #SourdoughDifference together.”
With over 3 million #sourdough posts on Instagram at the moment, #SourdoughDifference answers the growing hunger for sourdough while supporting Puratos’ commitment to helping local communities and the baking industry through innovation.