Faith and Flour: Eddie’s Journey from Finance to Baking
After a distinguished 40-year career in banking, Chartered client Eddie Coetzer never imagined he would find himself deeply immersed in the world of baking. Having retired in July 2022, Eddie’s transition from financial services to sourdough starter began unexpectedly but with profound passion and purpose.
“In my wildest dreams, I never thought I would become a baker,” he admits, having never baked anything significant until recent times. His only prior baking experience was a cinnamon cake, fondly nicknamed the “Dallas cake,” during his childhood.
Eddie’s retirement coincided with a family crisis. His mother-in-law’s cancer diagnosis led him and his wife to the UK for six months. After returning to South Africa, he sought solace and a new direction. Eddie always liked the idea of a father figure baking something that the family enjoyed. His initial thought was a bread of sorts. Inspired by the prevalence of sourdough and gluten-free breads in the UK and Canada, his wife suggested he explore baking healthier bread options, particularly as she is gluten intolerant.
A course at Melville’s Crust and Crumb ignited Eddie’s passion for sourdough. “I fell in love with the whole process,” he shares. This enthusiasm quickly transformed into a small business, which he named ‘Sour Ed’s Bread’. Eddie began by baking loaves and sharing them with friends and family, who encouraged him with their positive feedback.
Recognising the health benefits of sourdough, particularly for those with gut issues and diabetes, Eddie expanded his repertoire. He took a gluten-free baking course, resulting in two popular varieties: whole grain blend and white blend gluten-free breads. These breads, praised for their taste and quality, are more affordable than store-bought options.
Eddie’s bakery operations are modest but efficient. He converted half of his double garage into a bakery with a deck oven and prover. Despite the challenges of working alone, Eddie’s dedication to his craft is steadfast. “I’ve baked over 1,200 loaves,” he proudly states, balancing his time between baking sourdough twice a week and preparing gluten-free options. In addition to bread, Eddie has recently ventured into making rusks under ‘Ed’s Rusks’. “I’ve baked 265 kilos of rusks in the past few weeks,” he says. This new product line has been well-received, adding another dimension to his burgeoning business.
His venture also includes selling at local markets and at a water shop, Agua e Vide, in Krugersdorp. Though expanding further is logistically challenging due to the thin margins and high labour intensity, Eddie is content with the current scale of his business. He maintains a Facebook page and a WhatsApp group for regular customers, ensuring a steady flow of orders without overwhelming his capacity.
A crucial aspect of Eddie’s journey is his faith. Deeply connected to his beliefs, Eddie feels that his newfound path is guided by God. His faith has provided him with the strength and clarity to navigate this unexpected career shift.
Eddie’s story is not just about a career shift but about finding joy and purpose post-retirement. His passion for baking has brought him immense satisfaction and a sense of fulfilment that was missing in his corporate life. “I never felt truly at home in the corporate world,” he reflects. “Now, I wake up excited about baking.”
His story is a reminder of the power of reinvention, faith, and the joy of finding a new calling, even after decades in a completely different field.
Raymond
Praise the Lord for blessing your baking venture… All the best Ed..
Eddie Coetzer
Amen and thank you Raymond
Marion Miles
Well done.
How amazing.
Gladys
Well done Ed. Your high standards of the bread and rusks you produce is commendable, delicious and suited to all palates
Eddie Coetzer
Thanks, Gladys
Saartjie Lewis
Dear Eddie.
Congratulations on the amazing success your have achieved thus far with this adventure! After a successful career in finance, it’s inspiring to see how you have embraced your passion for baking. Your dedication and hard work have always been admirable, and I have no doubt that these qualities will continue to shine in your role as a baker.
Wishing you all the best as you continue on this delicious journey. May your days be filled with the sweet aroma of success and the joy of creating delightful treats!
May God continue to bless your baking career with endless possibilities!
Warm regards,
Saartjie
Eddie Coetzer
Thank you very much, Saartjie, and amen