Breaking bread with Field & Fire

Field & Fire is one of several bakeries in Grand Rapids that focus on making breads using traditional techniques, local suppliers, wholesome ingredients and a respect for craftsmanship.

Located in the Downtown Market, Field & Fire uses a wood-fired oven to bake a wide variety of breads and pastries with a special attention to the process. "Artisan breads are made in house with the hands of people," says founder Shelby Kibler.

Kibler grew up in West Michigan has extensive experience within the industry, including two stints with Zingerman's bakehouse in Ann Arbor. His move back to Grand Rapids was driven by his belief in a business opportunity. "The downtown market sounded like an interesting project," says Kibler. "I had family and friends here and no one was producing the products I wanted to make: wood-fired, organic breads. The market was waiting to be filled."

Business has been steady since opening. Kibler says they now employ 11 people, including a new position that was just added. He also remains very flexible with his business model, adjusting as he introduces his concept to the area. "Bread sales [are] the important component every week. We tried to introduce pizza but did not have enough customers so we stopped offering for the time being. We'll keep it on the back burner," he says. 

Recent additions to the product line include Challah, which is made on Fridays. Kibler is expanding his business footprint beyond the downtown market as well: "We've added some restaurant accounts. The wholesale is helpful." Kibler cites the organic grocer, Nourish, as an important account, helping to create awareness for his products beyond the market customers.

Kibler acknowledges his business depends on the market becoming a destination for food lovers and says all the vendors at the downtown market are engaged in a constant discussion about how to drive people to downtown market. He remains very optimistic, saying, "The trends are toward unique, authentic locally sourced food."

To learn about Field & Fire you can visit their website here or their Facebook page here.

Writer: John Rumery, Innovation and Jobs News Editor