ShaSha Bread Company

ShaSha Co., also referred to as ShaSha Bread Company or ShaSha is an organic artisan bakery founded in 1999 by Shasha Shaun Navazesh. ShaSha Co. produces 18 different organic and natural types of breads, baked goods and raw in Toronto, Ontario using a live grain sprouting technique.

ShaSha is the only bakery in Canada to ever receive the National Council of Canada's Industrial Research Assistance Program (IRAP) grant, a federally sponsored program through the University of Guelph that provides the means for dedicated researchers to advance Canadian-made products.[1]

History

Navazesh came to Toronto in 1987 and enrolled in the culinary program at George Brown College to train as a pastry chef. With exemplary entrepreneur and leadership skills Navazesh became an advisory to the college after graduation and worked as a consultant to help open several Toronto restaurants. His love and passion for baking led Navazesh to launch his bakery by renting use of local bakeries after hours. Solely responsible for all elements of the business he continued to rent spaces until he occupied a 2000-square- foot in a warehouse making to a bakery in 1999.[2] Since then the premises have expanded to an 8000-square-foot organic artisan bakery.[3]

Artisan Bakers' Quality Alliance

Navazesh was also one of the founders and president of the Artisan Bakers' Quality Alliance (ABQA), responsible for stamping authentic artisanal products with a seal promising no chemical additives, preservatives, fats, oils, sugars or genetically modified ingredients. Today, 34 member companies have joined the Alliance, educating consumers about natural and organic ingredients.[4]

The Baking Process

ShaSha bread products are made using unbleached whole wheat flour, filtered water, natural sourdough cultures, and organic sprouted grains and seeds such as spelt, millet, buckwheat, amaranth, and flax. Instead of using commercially produced yeast, the breads are made from organic sourdough made by a combination of ancient techniques that rely on naturally-occurring, fungus-like bacterial cultures, which are carefully fermented for eight to 24 hours. This process creates adequate lactic acid to aid digestibility and extend the products shelf-life without using any additives or preservatives.[5]

The sprouting process releases dormant energy in the grain when soaked in water, activating the highest enzyme activity level to release the natural fiber to maximize one's ability to absorb nutrients. These "live grains" have increased levels of calcium, iron, magnesium, and potassium, making them highly nutritious and easy to digest.[6]

References

  1. ↑ "Shasha Bread Co. Raises Bread to a New Level." Bakers Journal. Rebecca Maxwell. April 2002.
  2. ↑ "Thinking Big." The Toronto Star. Donna Jean Mckinnon.
  3. ↑ Canadian Packaging. October 2004.
  4. ↑ "Taking Time for Real Bread". City Bites. Madeleine Greey. February/March 2006.
  5. ↑ Canadian Packaging. October 2004.
  6. ↑ "Thinking Big." The Toronto Star. Donna Jean Mckinnon.

See also