Who is this choice relevant to?

Stallholders who want to serve bread straight away

You want to collect the bread on the day of the market, slice it and display it. Fresh bakery bread calls for different planning from baguettes that you bake yourself just before serving.

Organisers who want to work in small batches

If visitor numbers fluctuate, you probably won’t want to slice all the bread at once. Part-baked rolls or bread that you can portion in advance give you more flexibility when planning how and when to serve it.

Buyers who need to check ingredients and allergens

You want to be able to check the grains and other allergens in each loaf. This is also important when you offer unpackaged bread and visitors need information before buying.

What should you look for when choosing?

First decide whether you want to serve the bread straight away or bake it in batches yourself. Then check the label for each product you choose, along with its storage and serving requirements.

Fresh white sourdough from a bakery

A good fit if: you can collect a whole loaf on the day of the market and slice it at your stall.

Bear in mind: shop availability and when you slice the bread. Jumbo says its fresh-baked rustic sourdough loaves are not available to order online.

Part-baked rolls or baguettes

A good fit if: you want to bake smaller quantities shortly before serving.

Bear in mind: you’ll need suitable equipment, time to bake and a workspace where you can bake and serve the bread safely.

What to consider What to check before buying Who it matters to
Presentation and serving time Check whether you can collect the bread on the day of the market or bake it according to the product instructions. I want to display a whole loaf and slice it shortly before serving, so it suits the look of my stall. Around 31% of consumers prioritise this way of serving bread.
Portions and leftovers Check the pack size, baking instructions and storage guidance, and work out how much you need for each batch. When visitor numbers fluctuate, I want to prepare small quantities rather than slice lots of bread at once. Around 31% of consumers say this flexibility is their priority.
Ingredients and allergens Read the current ingredients list and allergen information for each loaf, including the specific cereals that contain gluten. I need to be able to tell visitors which allergens are in unpackaged bread before they choose. This is the main concern for around 23% of consumers.
White or wholemeal Check which flour is used and compare the nutritional information for the exact products if fibre is a factor in your choice. If visitors ask for a wholemeal option, I don’t want to confuse it with white sourdough. Around 15% of consumers say this distinction is their main concern.

Common mistakes

  • Assuming ‘sourdough’ means there’s no added yeast

    The ingredients lists for Jumbo Desem Broodjes Wit and PLUS Korenlanders Desem Wit include yeast as well as sourdough. So the product name alone doesn’t tell you how the bread has risen.

    Read the full ingredients list if the raising agents used are important to your product description.

  • Presenting white sourdough as wholemeal bread

    According to the Netherlands Nutrition Centre, white bread is made with refined flour, while wholemeal bread is made with 100% wholemeal flour. Sourdough doesn’t change that distinction.

    Check the product description and choose a separate wholemeal loaf if you want to offer that option.

  • Leaving allergen information until after the order

    Information about allergens in unpackaged food must be available before purchase. The Netherlands Food and Consumer Product Safety Authority says you must name the specific cereal when providing information about cereals containing gluten.

    Keep up-to-date product information for each loaf at your stall, and make sure visitors can access it before they choose.

  • Slicing all the bread in advance

    If visitor numbers don’t go as expected, you could be left with loaves that have already been sliced. If your stall’s set-up allows, you can bake part-baked rolls or baguettes in smaller batches.

    Plan quantities for each serving time and follow the product’s storage instructions for any leftover bread.

Brands to compare

These brands offer options in different bread styles. Always check the label and baking instructions for the specific product you choose.

Albert Heijn

Albert Heijn lists several white OerDesem options, including AH Liefde & Passie OerDesem San Francisco and Biologisch OerDesem blond.

  • You can compare the bread styles available across the OerDesem options listed.
  • Albert Heijn says some options are available in-store only; check the packaging of your chosen product for the information you’ll need at your stall.

Jumbo

Jumbo lists both fresh-baked rustic sourdough loaves and individually packaged white sourdough rolls.

  • Jumbo Desem Broodjes Wit comes in a pack of four rolls and lists the ingredients and allergens.
  • Jumbo says its rustic loaves are not available to order online; don’t treat the rolls as the same product or serve them in the same way.

Lidl

Lidl describes its Rustiek wit desembrood as white wheat sourdough.

  • A whole rustic loaf is worth considering if you want to buy locally and slice it straight away.
  • The product is listed as available in-store only; check the current ingredients and allergen information in store.

ALDI

ALDI lists Bakkersgoud rustiek wit as a white bread in its bakery range.

  • The product description can help you compare options in the bread style you’re looking for.
  • Don’t assume it’s sourdough based on the name ‘rustic white’; check whether your chosen product actually contains sourdough.

PLUS

PLUS lists both Korenlanders Desem Wit and a part-baked white sourdough baguette.

  • PLUS provides separate oven and air fryer instructions for the baguette, so you can decide whether baking it at your stall is practical.
  • Check the information for the exact bread you choose; the loaf and baguette are different products, with different ingredients and allergen information.

Dirk

Dirk lists white bread and sourdough in its bread category.

  • You can check in store which bread styles suit your serving plan.
  • Check the name and ingredients of a specific loaf before offering it as white sourdough.

Related products on Joybuy

Related products coming soon.

Frequently asked questions

Is white sourdough also wholemeal bread?

No, sourdough doesn’t mean the bread is wholemeal. According to the Netherlands Nutrition Centre, white bread is made with refined flour, while wholemeal bread is made with 100% wholemeal flour. Check the product description if you want to offer a wholemeal option alongside white sourdough.

Can white sourdough also contain yeast?

Yes, bread made with sourdough can also contain yeast. The ingredients lists for Jumbo Desem Broodjes Wit and PLUS Korenlanders Desem Wit both include yeast, so check the label of the product you buy.

What allergen information do I need for unpackaged bread?

You must be able to tell visitors about allergens in unpackaged bread before they buy it. The Netherlands Food and Consumer Product Safety Authority says that for cereals containing gluten, you must specify which cereal it is, such as wheat, spelt or rye. So make sure you have up-to-date product information for each loaf available.

Does all white sourdough contain iodised salt?

You can’t tell from the name. The ingredients list for Jumbo Desem Broodjes Wit includes iodised salt; for any other bread, check the current packaging to see which salt it contains.

How can I reduce leftover bread after the Christmas market?

Don’t slice more bread than you expect to serve in the near future, and bake suitable products in smaller batches where possible. If you want to store bread, follow the instructions on the packaging; freezing and portioning should be suitable for the specific product.