When Pigs Fly Breads
When Pigs Fly Breads is a privately-held Maine-based artisan bakery producing authentic sourdough breads using a 30-year-old starter and 48-hour handcrafted process, sold through three Northeast retail stores, a nationwide Shopify e-commerce platform, Instacart, and grocery partners to health-conscious families and artisan bread enthusiasts.
- Company typePrivate
- Founded1993
- HeadquartersKittery, United States
- Headcount51–100
- GTM typeB2C
- OfferingHardware or Manufacturing
What When Pigs Fly Breads does
When Pigs Fly Breads is a privately-held artisan sourdough bakery founded in 1993 in York, Maine by Ron Siegel, currently operating as WPF Holdco LLC under ownership of brothers James and Grant Broom who acquired the business in 2022. The company produces authentic sourdough breads using a proprietary 30-year-old sourdough starter and a 48-hour handcrafted production process that includes 18-20 hours of fermentation, hand-shaping, and cold fermentation to develop flavor complexity, easier-to-digest gluten structure, and extended shelf life. Its product portfolio comprises six core sourdough varieties (Classic, Soft, Tuscan Wheat, Cinnamon Raisin, Six Grain & Pumpkin Seed, Oat and Honey), specialty artisan loaves (Baby Spinach Ciabatta, Wild Blueberry, Orange Cranberry, Apple Cinnamon, Chocolate), seasonal SKUs, and ancillary items, all manufactured in a single nut-free facility using a five-ingredient base recipe (salt, cider, water, flour, starter) and shipped as pre-sliced loaves.
The company distributes through three company-owned retail stores in the Northeast (Kittery ME, Somerville MA, Lexington MA) following the August 2025 closure of its Brookline and Jamaica Plain locations due to non-renewable lease terms, alongside a Shopify-powered direct-to-consumer e-commerce platform (sendbread.com) offering FedEx 2-day nationwide shipping, an Instacart marketplace presence for same-day delivery, and third-party grocery partners across the region. With a headcount of 51-100 employees, the business generates revenue through unit-priced direct bread sales ($9.74-$11.74 per loaf), a recurring Bread Box subscription service requiring a minimum two-loaf cycle, digital and physical gift cards in $10-$100 denominations, and ancillary products including jams, olive oils, and branded glassware. Marketing is executed through organic social channels (Instagram, Facebook, TikTok, YouTube), an email newsletter, and a content blog/newsroom emphasizing 30-year heritage, fermentation benefits, and recipe use cases.
Customer acquisition is concentrated in two primary segments: health-conscious families seeking authentic, non-GMO bread with digestive benefits, and artisan bread aficionados valuing traditional craft methods; a secondary segment includes gift-givers purchasing digital gift cards. Unit economics are modest at roughly $10 per loaf with a 2-loaf minimum for free shipping, suggesting an average order value in the $20-30 range before ancillary attach.
When Pigs Fly Breads firmographics
Firmographics- Name
- When Pigs Fly Breads
- Legal name
- WPF Holdco LLC
- Website
- https://sendbread.com
- Company type
- Private
- Founded year
- 1993
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- When Pigs Fly Breads is a privately-held Maine-based artisan bakery producing authentic sourdough breads using a 30-year-old starter and 48-hour handcrafted process, sold through three Northeast retail stores, a nationwide Shopify e-commerce platform, Instacart, and grocery partners to health-conscious families and artisan bread enthusiasts.
- Ownership category
- akta.pro rank
When Pigs Fly Breads industry classification
Industry- Product category
- Artisan Sourdough Bakery
- NAICS
- Baked Goods Retailers (445291), Commercial Bakeries (311812)
- SIC
- Bakery Products (2050)
- akta.pro primary industry
- Retail Bakeries (Bread & Daily Bakery) (THAFAFAA)
- akta.pro secondary industries
- Specialty Bakery Manufacturing (Gluten-Free, Artisan, Health-Focused) (AFAKAAAG), Online Bakery & Desserts Delivery (CRAHAIAK)
Keywords
Where When Pigs Fly Breads is headquartered
LocationHeadquarters
- HQ city
- Kittery
- HQ country
- United States
- HQ region
- North America
Offices4 records
Markets served
When Pigs Fly Breads business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Personnel, Supply Chain, Operations, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Direct Bread Sales: Sale of fresh-baked sourdough breads through e-commerce (nationwide shipping) and three retail store locations. Products include classic sourdough, artisan breads, and seasonal varieties. All bread is delivered sliced.
- Bread Box Subscription: Recurring subscription service allowing customers to select frequency and contents for automatic shipments. Payment method charged each cycle. Customers can edit, pause, or cancel anytime through account portal.
- Gift Cards: Digital gift cards (online use only) available in $10, $25, $50, $75, and $100 denominations. Physical gift cards sold at retail locations.
- Ancillary Products: Sale of complementary products including jams, jellies, olive oils, balsamic vinegars, and branded glassware. These products complement bread purchases and increase average order value.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Classic Sourdough Bread |
| Unit Pricing | Pay-as-you-go | Artisan Specialty Breads |
| One time/ perpetual license | Pay-as-you-go | Digital Gift Cards |
| Unit Pricing | Pay-as-you-go | Branded Glassware |
| Unit Pricing | Pay-as-you-go | Jams, Jellies, and Oils |
| Subscription | Monthly | Bread Box Subscription |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels7 records
When Pigs Fly Breads product offering
Product offeringCore offering
When Pigs Fly Breads is an artisan sourdough bakery that produces and sells fresh-baked all-natural breads crafted through a 48-hour handcrafted process using a 30-year-old authentic sourdough starter and a five-ingredient recipe. The company sells its bread portfolio (Sourdough, Soft Sourdough, Tuscan Wheat, Cinnamon Raisin, Six Grain & Pumpkin Seed, Oat and Honey, Baby Spinach Ciabatta, Wild Blueberry, Orange Cranberry, Apple Cinnamon, Chocolate, Maple & Brown Sugar Banana) directly to consumers through e-commerce, three retail stores, and a Bread Box Subscription. Ancillary offerings include jams, jellies, oils, spreads, branded glassware, and gift cards.
Product overview
When Pigs Fly Breads is an artisan sourdough bread company founded in 1993 in York, Maine. The company offers a focused portfolio centered on authentic sourdough breads, organized into Classic Sourdough Breads (Sourdough, Soft Sourdough, Tuscan Wheat, Cinnamon Raisin, Six Grain & Pumpkin Seed, Oat and Honey), Specialty/Artisan Breads (Baby Spinach Ciabatta, Wild Blueberry, Orange Cranberry, Apple Cinnamon, Chocolate), and Seasonal Breads. The company operates three retail stores in Kittery ME, Somerville MA, and Lexington MA, plus a robust e-commerce platform at SendBread.com with Bread Box subscription service for recurring deliveries. Ancillary offerings include jams, jellies, gourmet oils, glassware, and gift cards. All breads feature a 48-hour handcrafted process using a 30-year-old sourdough starter and all-natural, non-GMO ingredients with no artificial flavors. The company is committed to zero-waste production and local charitable donations.
Differentiator
Problem solved
Functional benefit
Quantifiable outcome
- Ranked #2 out of 7 brands in cinnamon raisin sourdough taste test, outperforming Pepperidge Farm (#3)
- +3 more outcomes
Companies that use When Pigs Fly Breads
Customer profileNamed customers1 record
Segments3 records
Ideal customer profiles3 records
When Pigs Fly Breads technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
When Pigs Fly Breads partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core and minor.
- ShopifycoreE-commerce platform powering the When Pigs Fly online store (whenpigsfly-9668.myshopify.com). Handles payment processing, order management, customer accounts, and site analytics. Critical infrastructure for direct-to-consumer online sales.
- FedExcoreShipping partner for all mail orders. Uses FedEx 2-day shipping service. Customers advised to allow 3-4 days after shipping date for delivery. Damage claims handled directly with FedEx.
- InstacartminorMarketplace partner enabling same-day delivery for customers near retail locations. Allows customers to shop When Pigs Fly products through the Instacart platform.
- Local Food Banks and CharitiesminorZero waste commitment includes donating leftover bread to local charities including Faith's Kitchen (Somerville), Homeless Coalition, EATS, Food Link Arlington, Lexington Food Pantry, and various other community organizations. Leftover raw ingredients donated to local farming community for livestock use.
Scale indicators4 records
Recent moves7 records
Expansion highlights6 records
When Pigs Fly Breads competitors and assessment
Company assessmentDirect peers
- Boudin Bakery: Heritage San Francisco sourdough bakery brand built around its own mother yeast (the 'original' sourdough). Direct comparable to When Pigs Fly on heritage-driven artisan sourdough positioning, multi-location retail, and a California-anchored mass-market sourdough identity.
- La Brea Bakery: Artisan bread brand widely distributed through grocery and foodservice, with a defined DTC and retail presence. Comparable business model to When Pigs Fly in producing and selling branded artisan loaves at premium price points.
- Tartine Bakery: Iconic San Francisco artisan bakery famous for its country loaves and cookbook-driven brand. Comparable to When Pigs Fly on craft sourdough production, retail storefronts, and strong consumer/culinary brand recognition.
- Bread Alone Bakery: Catskills, New York-based artisan bakery producing organic, naturally leavened breads with retail locations and home delivery/subscription. Closely comparable operating model to When Pigs Fly, combining production bakery, retail stores, and DTC distribution of sourdough and organic loaves.
- Balthazar Bakery: New York City wholesale and retail bakery associated with the Balthazar restaurant brand, supplying breads to top restaurants and selling direct. Comparable on wholesale + retail artisan bread distribution and premium positioning.
- Bien Cuit: Brooklyn-based bakery specializing in slow-fermented, naturally leavened breads with a strong wholesale and DTC presence. Comparable to When Pigs Fly on long-fermentation craft sourdough and direct distribution to consumers and retail partners.
- Levain Bakery: New York-founded artisan bakery with multiple retail locations, national shipping, and a cult following around its baked goods. Comparable on multi-store artisan retail, DTC shipping, and a heritage brand narrative similar to When Pigs Fly.
Broad incumbents
- King Arthur Baking: Long-standing baking brand spanning flour, mixes, recipes, and baked goods with national retail distribution and a major content/newsroom presence. Comparable to When Pigs Fly as a heritage baking brand investing in content marketing and DTC, but operating at a much larger scale across multiple product categories.
- Pepperidge Farm: Mass-market CPG bread and snack brand owned by Campbell Soup. Directly comparable as the benchmark mass-market brand named in the cinnamon raisin taste test, representing the scaled, grocery-channel competition against artisan players like When Pigs Fly.
- Panera Bread: National bakery-cafe chain producing and selling breads at scale across hundreds of company-owned retail locations. Comparable as a much larger, broad-line bakery competitor operating both retail bakeries and packaged bread channels that overlap with When Pigs Fly's artisan category.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
When Pigs Fly Breads social profiles
Digital presenceWhen Pigs Fly Breads financial estimates
Financial estimateRevenue estimate
Valuation estimate
When Pigs Fly Breads leadership team
Management profileNumber of profiles
Profiles3 records
When Pigs Fly Breads funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
When Pigs Fly Breads M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about When Pigs Fly Breads
What does When Pigs Fly Breads do?
When Pigs Fly Breads is an artisan sourdough bakery that produces and sells fresh-baked all-natural breads crafted through a 48-hour handcrafted process using a 30-year-old authentic sourdough starter and a five-ingredient recipe. The company sells its bread portfolio (Sourdough, Soft Sourdough, Tuscan Wheat, Cinnamon Raisin, Six Grain & Pumpkin Seed, Oat and Honey, Baby Spinach Ciabatta, Wild Blueberry, Orange Cranberry, Apple Cinnamon, Chocolate, Maple & Brown Sugar Banana) directly to consumers through e-commerce, three retail stores, and a Bread Box Subscription. Ancillary offerings include jams, jellies, oils, spreads, branded glassware, and gift cards.
Is When Pigs Fly Breads a public or private company?
When Pigs Fly Breads is a private company. It is classified as family owned and is currently operating.
When was When Pigs Fly Breads founded?
When Pigs Fly Breads was founded in 1993. It employs 51 to 100 people.
Where is When Pigs Fly Breads based?
When Pigs Fly Breads is headquartered in Kittery, United States, in the North America region.
How does When Pigs Fly Breads make money?
Four revenue lines are on record. Direct Bread Sales are the primary driver. The others are bread Box Subscription, gift Cards and ancillary Products.
Who are When Pigs Fly Breads's main competitors?
Direct peers on record are Boudin Bakery, La Brea Bakery, Tartine Bakery, Bread Alone Bakery, Balthazar Bakery, Bien Cuit and Levain Bakery. Broad incumbents are King Arthur Baking, Pepperidge Farm and Panera Bread.
Does When Pigs Fly Breads have an API?
No public API is recorded for When Pigs Fly Breads.
What industry is When Pigs Fly Breads in?
When Pigs Fly Breads's product category is Artisan Sourdough Bakery. Its primary akta.pro industry code is THAFAFAA, Retail Bakeries (Bread & Daily Bakery), with a secondary code of AFAKAAAG, Specialty Bakery Manufacturing (Gluten-Free, Artisan, Health-Focused). Its NAICS code is 445291 and its SIC code is 2050.