Jordan David | Founder of Mooonbread

From Sourdough Obsession to Side Hustle: How Jordan Davis Built Mooon Bread

What happens when a home cook falls in love with an ancient craft? For Jordan Davis, the answer was thousands of students, corporate clients, TV appearances, and a thriving business built on flour, water, and salt.

Meet Jordan Davis, Founder of Mooon Bread

Jordan Davis — also known as Yorudan — is the founder of Mooon Bread, where he teaches sourdough in “steps of three” to thousands of students through corporate workshops, community classes, and digital courses. Alongside his workshops, he sells local wares and handmade sourdough, creating a full-circle, community-driven experience. At the heart of it all is Dez — his legendary sourdough starter that travels the world and powers Mooon Bread. Blending science, storytelling, and tradition, his work turns breadmaking into a framework for health and wealth. His mission is to teach 99,999 people how to make naturally-leavened bread in their own homes. He’s currently writing The ABCs of Your Sourdough Starter, a book that weaves together fermentation, history, and meaning.

On this episode of the Redefine Business Podcast, Brittni sits down with Jordan to talk about how a personal curiosity turned into a multi-faceted business — and the smart, creative ways he has continued to grow it organically.

The Origin Story: A Home Baker’s Revelation

Jordan’s sourdough journey started in 2018 when he and his family moved to Draper, Utah. He had a tradition of adding one new recipe to the family menu each year — everything from Thai curries to Japanese okonomiyaki — and decided it was finally time to tackle bread. Not just any bread, but the original: a naturally leavened loaf made with only flour, water, and salt.

What struck Jordan from the start was the history behind it. He believed there was more to the gluten conversation than the mainstream narrative, and the more he researched, the more he was convinced that sourdough — the way bread had been made for thousands of years — deserved a closer look. No fancy equipment, no thermometers, just hands, heat, and patience.

It took him three months to bake his first loaf, and when he finally pulled those two loaves out of the oven, the moment was nothing short of electric. He called his whole household downstairs, and they broke bread together — homestay students, family, everyone. It was, in his words, revelatory. He realized they weren’t just making bread. They were unlocking the nutrition and flavor packed inside a simple wheat seed.

That reaction — the kind of joy and wonder he had long been chasing through songwriting — was right there in a loaf of sourdough.

From Weekend Baker to Workshop Host

Word spread fast. Neighbors, friends, and family started showing up, asking where his bakery was, comparing his bread to their grandmother’s recipes from Sicily, and begging him to teach them. Jordan quickly realized that while the ingredient list was simple, the process was everything. You couldn’t just hand someone a recipe. They had to experience it.

After hosting several informal weekend baking sessions in his home, it clicked: he could package what took him three months to learn — without a mentor, without guidance — into a focused, hands-on three-hour workshop. And people would pay for it.

That instinct turned out to be right. At $154 per student, Jordan’s workshops now include both bread and pizza making, and he more than delivers on the promise. One of the most clever parts of his model is his return policy: students can come back to any future workshop at no additional cost, as long as they serve as his assistant for the day. It keeps the teaching quality high, eliminates the need to hire staff, and builds a loyal community of returning students. The waitlist to be an assistant speaks for itself.

Building a Business with Multiple Revenue Streams

What makes Jordan’s story especially interesting from a business perspective is how intentional he has been about creating efficiency and overlap across everything he does. Rather than treating each part of the business as a separate effort, he has designed things so that each piece feeds the next.

A great example: before a farmers market, Jordan schedules a paid workshop. The dough worked during class becomes the extra inventory he needs for the market the next day. Leftover starter from class gets dried out and mailed to students around the world, building community and brand awareness simultaneously. Nothing goes to waste — not the product, not the time, not the relationships.

His revenue streams today include:

• In-person workshops hosted at his mountain home with views of Mount Timpanogos
• Corporate classes for companies like Adobe, Bill.com, and Nice.com — customized to include sourdough bread, pizza, or even bread bowls for working lunches or retreats
• Out-of-state workshops, with recent travel to Austin, Texas and San Jose, California
• A digital video course — an hour-long guide covering everything a beginner needs to bake their first loaves at home
• A monthly newsletter with both free and paid tiers at news.mooonbread.com
• Farmers market sales of handmade sourdough
• An AI chatbot that has taken on the persona of his sourdough starter, Dez, so you can ask it questions about bread — and what it likes to eat
• A forthcoming book, The ABCs of Your Sourdough Starter, expected later this year

Why Sourdough, Why Now

There’s no denying the timing has been favorable. Jordan is the first to acknowledge that the COVID-19 pandemic supercharged interest in sourdough, with people stuck at home and searching for something grounding and hands-on. Pop culture moments — including Taylor Swift’s well-documented sourdough phase — kept the momentum going.

But Jordan’s approach goes beyond the trend. He teaches the benefits of sourdough using what he calls an “NFT” framework: Nutrition, Flavor, and Texture. It’s a simple, memorable step of three — which fits perfectly with his broader Mooon Bread teaching philosophy. The name itself, spelled with three O’s, is a nod to sourdough’s three primary ingredients: flour, water, and salt.

This commitment to teaching in threes isn’t just a cute quirk. It reflects a deeper belief that great information should be accessible, repeatable, and easy to pass on. Jordan has now taught thousands of students and has his sights set on reaching 99,999 people — a goal he says keeps evolving as he gets closer to each milestone.

Corporate Workshops and the Community Jordan Is Building

One of the more surprising and exciting directions Mooon Bread has grown is into the corporate space. Jordan has now taught multiple workshops for major companies, offering teams a hands-on, immersive experience that works equally well as a team-building activity, a retreat offering, or a working lunch event. Groups of up to about 20 people can visit Jordan’s home in the mountains or he can travel to them — arriving with an active starter, freshly prepped dough, samples, and take-home materials including the digital video course.

It’s the kind of experience that resonates because it’s tactile, communal, and genuinely educational. People leave with new skills and something they made with their own hands. That’s a hard thing to replicate with a gift card or a catered lunch.

A Free Gift for Redefine Business Listeners

Jordan is generously offering free access to his Mooon Bread Method Sourdough Video Course — a $29.99 value — to all Redefine Business Podcast listeners.

👉 Grab your free course here: https://yorudan.gumroad.com/l/mooon-bread-sourdough-video-course Use code: REDEFINE100

The only ask? Sign up for Jordan’s free newsletter at news.mooonbread.com, where you’ll get additional tips, resources, and updates on his upcoming book.

Connect with Jordan and Mooon Bread

Ready to start your sourdough journey or bring a workshop to your team? Here’s where to find Jordan:

• 🌐 Website: mooonbread.com
• 📸 Instagram: instagram.com/mooonbread
• 👍 Facebook: facebook.com/mooonbread
• 💼 LinkedIn: linkedin.com/company/mooonbread
• 📧 Newsletter: news.mooonbread.com