Brand Mission & Vision
Why do we do this work?
Honest fermentation should not become a constraint in daily life. Sourdough baking is an honest wait shaped by water, flour, and microbes — but the reality of sacrificing sleep, days off, and precious everyday moments to preserve that 'healthiness' is harsh. We ask: 'Why should the care of fermentation become a wall in one's life?' We enable people to break free from fermentation's timeline and fully enjoy 'healthy pleasure' within a daily life they have designed themselves.
What perspective do we bring to this work?
Every fermentation interacts with its environment and changes at every moment. That is why we regard 'data' as our most important tool. We record countless fermentation environments as data and design a 'system' that predicts and controls fermentation. Past technology stayed at 'preservation' — fixing the temperature — and filling the gap always required the user's late nights and labor. Now SourFriend fills that gap with accumulated data, completing a sustainable pleasure that does not interrupt daily life.
When you leave for work, your levain will be waiting for you in perfect condition.
When you spend your day off, your levain will be managed at your fingertips, even outside the kitchen.
The more you bake, the broader your life will become.
We go beyond baking outside the kitchen
to make fermentation outside the kitchen possible,
and return the most essential freedom to you.
Brand Keyword
Our unwavering North Star metrics
Every decision we make is always grounded in the user's perspective and experience.
Team Toasterz uses these three keywords as North Star metrics to create products that go beyond simple tools and propose a way of life.
#Essence
A sustainable fermentation habit
We study the process of embedding healthy fermentation culture as a natural habit in your daily life — not just a one-time experience.
#Connection
A kitchen connected from anywhere
Beyond the physical boundaries of the kitchen, we use technology to connect every place you stay into a space for mindful waiting.
#Time
Time that flows at your own pace
So that waiting never becomes tedious neglect, SourFriend's technology helps you secure 'your own time' to enjoy complete freedom.
TEAM Toasterz
We work the way we believe.
Based on autonomy and responsibility, we repeat hypothesis and verification, creating an environment
where we can focus solely on what truly matters.
Toasterz Journey
The footsteps of Team Toasterz, designing the future of fermentation.
Our challenge — bridging the honesty of fermentation with the freedom of everyday life — is proven by the support of countless partners and our award history.