Quickfire With Matthew James Duffy
Get to know the king of sourdough. Who’s love for baking has him heating up your feed with tasty sourdough loaf combinations.
1. You’ve worked in some of the top Michelin-Starred restaurants in the world. What made you decide to leave the restaurant world and enter the world of teaching and baking?
After years of cooking at a high level, I just wanted to have a bit more in my life. It never bothered me while I was learning and working, but I reached a point where I had other interests outside of spending my life in a restaurant. My family is top priority, and I don’t want to miss my kids growing up.
2. How did you become known as Sourdough Duffy?
This nickname was coined in early 2020 during the lockdown. I had already been known for putting out high-value sourdough focused content online, and after a handful of people referred to me as that, I just went with it!
3. You’ve been extremely successful in growing your brand on social media. What made you decide to use TiKTok and Instagram as a marketing/growth tool?
In early 2020, one of my students said, “you should have TikTok,” to which I replied “what is TikTok?” Then, a few months later, when everyone was home during the lockdown, I downloaded the app, and the rest is history.
As for Instagram, I have had the app for over 10 years and was one of the very early users. It really started as a way for me to share my passion for baking with the world.
4. One tip for growing your brand on social media?
I think providing people with high-value content is a great way to grow your brand. Ultimately, it comes down to helping people solve a problem and deciding one of the three main pillars (or a combo of the three): entertainment, education and/or edutainment. Once you decide your direction, focusing on making each video 1% better will really help you learn to use the platforms and grow your brand.
5. How are you integrating what you’re learning digitally into your programs at Centennial College?
I recently transitioned from coordinating the Baking and Pastry Arts Management Program to coordinating the Food Media Program. This way, I can help students who want to work in food media (in front or behind the camera or other aspects) understand what goes into content creation for creators and large brands. Giving them opportunities and sharing what I am learning is an amazing opportunity for me to grow as both a creator and as an educator.
6. One ingredient you can’t live without?
Flour!
7. Go-to baking utensil or piece of equipment and why?
I’d have to say my mixer. When I first started doing markets and bread popups, I mixed everything by hand, and I can’t even imagine going back to that!
8. What would you say your signature recipe is or favourite thing to make?
I get asked this often, but I don’t think I have a signature outside of sourdough. Although I make MANY products with sourdough. I go through different personal seasons and growth in my baking, and it can often change. If I had to pick one right this second, I’d say panettone.
9. Where do you find inspiration for your recipes?
Everywhere! My kids, social media, friends, other bakers, other non-baking creators, my wife and books. We have a collection of almost 500 cookbooks, and I often find myself searching them for ideas.
10. Go-to bakery anywhere in the world?
Another very difficult question. I LOVE the bakeries in Paris, I’d really like to explore the bakeries of Japan, and I love bakeries in Copenhagen. My favourite baker and mentor, Michael Schulze, just opened his place in Freiburg, Germany, and I hope to visit one day. Finally, there is a bakery in Amsterdam named “Bakken Mets Passen.” I loved the layout, décor, ambiance, and of course, the baked goods.
11. Who is your chef/baker hero?
Wow this is really tough! I look up to my friend, and mentor Daniel Boulud. He taught me levels of professionalism that I didn’t think existed in the chef world when I worked for him. I love his charisma, energy and passion, even after decades of cooking. I hope when I am his age, I can still run circles around young bakers and cooks, and of course cook/bake at a high level like he does!
12. What’s next for you in your career?
I have a book coming out in early 2025 that I have spent a few years working on that I am really excited for. I am currently focusing on building out my website/blog and growing my YouTube.
In my educator role, I am currently developing and launching what will be Canada’s first Artisan Bread post graduate program. The aim of the program will be to train future bakers to be able to open and operate their own bakeries. The focus will be on sustainable baking practices, global experiential learning and community support.
For now, focusing on spending time with my kids while they are young is one of the most important things to me.
Head to Sourdough Duffy’s Instagram to view his process for creating sourdough loaves, wood oven pizza’s, and delicious baked goods.