Freeloafers: Rising to the Occasion
Freeloafers never do anything half-baked. Whether it’s baking a loaf of sourdough bread or a Zoom call, you get a taste of their passion and enthusiasm. What started out as a shared hobby by exchanging tips and recipes between strangers on social media has turned into a meaningful initiative: baking sourdough bread for charity.
“The energy in this group is tremendous,” says Aileen on a Zoom meeting organised to talk about their advocacy. I couldn’t agree more. It was palpable even virtually.
Freeloafers sell bread through its website, and all proceeds go to a pre-determined organisation in need. It selects a different charity bi-monthly. It may seem like a simple model on the surface, but getting organised was a feat in itself considering that the 23 baker-members did not know each other and most have fulltime corporate day jobs.
It all started when Eileen, a member of the Sourdough Baking Singapore group on Facebook, asked if anyone was interested to band together to source flour via a group buy. Towards the end of last year, flour was in short supply since everyone was at home baking! Swee Lin and Sue responded positively. Hence, a Whatsapp chat was formed for the group buy.
More people joined the Whatsapp chat and they were successful in their first task. But the common passion for baking was like a glue that bound them together so they continued having fun chatting, exchanging photos and giving advice. At some point, the group decided to create another chat, which they called Chatty Sourdough, this time on Telegram to keep the Whatsapp group focused on its group-buy purpose.
Amongst the many pictures and exchanges on Chatty Sourdough were posts about members happily giving away their bakes. One day, Eileen came up with another pivotal question: did anyone in the group want to bake for charity? Ideas poured in and they brainstormed for names and before you knew it, another chat group of 23 members was formed. Oh, the wonders of technology!
The name Freeloafers came from Xian, a member of Chatty Sourdough. At first the other bakers didn’t take it seriously because it sounded too much like the negative word, freeloaders. Moreover, a loafer is a person who avoids work and spends their time idly. Nothing could be further from the truth. And therein lay its appeal. As a brand name, Freeloafers has memorability and cut-through, causing one to do a double-take. It describes the “free” and generous spirit of these enthusiastic bakers who want to bring joy to those in need. They do it for free because their labour is not paid for.
Getting organised happened quickly and organically. This is where volunteerism works so well and individuals can contribute their unique strengths. Ronni, whose day job is in business development created a website in one hour. When a buyer visits the site, as the first step, he or she chooses the pick-up location that informs the system which baker will fulfil the order. Swee Lin set up quality control. Yes, the Freeloafers decided that the size, taste and “spring” should meet a quality standard especially since they are selling each loaf for SG$12. Very professional, I must say. Esthera, who is a full-time finance manager, is the group’s treasurer and does the bookkeeping. Buyers pay through Esthera’s dedicated PayNow account. Jennifer, who is in charge of communications, and Clarence, did the most recent charity delivery.
“I used to travel 80% of the time in my regular job,” shares Clarence, the only male in this all-female chatty group. “Since I am home a lot more, I found the time to have my oven fixed and to bake, something that I really enjoy.”
L-R: Clarence Chia, Tan Swee Lin, Lynn Lim, Eileen Ong, Ronni Chua
I love to hear how people have re-jigged their time at home during the pandemic to do the things that bring them joy.
Other members bake the bread, sometimes till midnight. “It is really a bread made of love,” Aileen expresses, adding how her daughter asked affectionately, “Isn’t it a bit late to be doing this?” Their families have been very supportive.
Jennifer with representatives of VSA
Freeloafers’ first loaf of sourdough bread was sold in February this year, and they already have repeat customers. The first cash donation went to Gladious Place, a Christian residential refuge for teenage girls who are facing or at risk of abuse, neglect, delinquency and wayward behaviour.
The May/June donation went to Very Special Arts Singapore whose mission is to provide individuals with disabilities, the opportunities to participate in the arts for rehabilitation and social integration.
The July/August/September donation will go to HEN (Helping and Empowering Neighbours) that helps underprivileged single-parent households with monetary assistance, or empowers family members with lifelong skills. CIO Academy Asia’s cash donation to Freeloafers will also be added.
PARCorp, a commodities supplier that was one of those involved in the original group buy, has carried on with Freeloafers by sponsoring the flour used in three baking rounds for three different charities. Other ingredients and more importantly, time and skills are contributed by members of Freeloafers for free.
56 loaves were distributed to front-liners on Singapore’s National Day
Jennifer (L) and Clarence (R) with representatives from St Theresa’s Home
On Singapore’s 56th birthday last month, the Freeloafers decided to do a big charity bake of 56 loaves of sourdough bread and deliver these to front-liners of St Theresa’s Home, a Catholic Welfare Services home for the elderly.
“It’s win-win-win-win!” proclaims Swee Lin.
Individually, the bakers do what they love. In the group, they encourage each other, share skills, knowledge and experience and have fun with candid comments and reactions. Aside from receiving home-baked, high-quality bread, customers win too because sourdough is a healthier choice as it is gluten-free and has a low glycemic index (GI). The fourth win is the charity organisation that receives a cash donation for simply fulfilling its mission.
To-date Freeloafers have baked 435 loaves and raised close to $8,000SGD for charity. The bakers are on a mission and it’s hard not to be affected by the spontaneous joy and positive feelings of the Freeloafers.
During our Zoom chat they all started talking at the same time that I was unable to pick up who said what! Here are some of them…
“I’m in awe of the kindness I see in this group!”
“The amount of talent in the group is just amazing!”
“Everyone is so generous and willing to help!”
“You are never alone.”
“A lot of love goes into baking the bread.”
“Today, your bread may be good, tomorrow it may be different.”
“You have to make friends with the flour.”
The more experienced bakers are only too happy to share tips with the others about scoring, how to ensure the right spring, even discussing the fermentation science involved.
According to eatwell.com, “Sourdough is gaining popularity, and for good reason. It is packed with nutrients, healthy carbs, protein, fibre and vitamins like folate and iron. It can improve digestion, lower chronic disease risk and even promote healthy aging.”
“Do you bake?” I was asked. I hadn’t done so in a while but come to think of it, I tend to do no-bake cheesecakes and tiramisu which, listening to them, are more like “assembling” rather than baking.
This group is impressive, inspiring and their enthusiasm is contagious. I had a brief encounter with them virtually but I experienced the Freeloafers brand of energy, camaraderie and generosity of spirit. I would happily trust my sourdough orders to them. I am confident they will rise to the occasion, every time.
This heartwarming story was suggested by a reader, who is also a Freeloafer. Thank you, Cathy Lawrie @cathylawrie @catandapricot for making the introduction!
Roxanne | ws
Images: Freeloafers
Editor’s Note: This WS story was first published on 17 Sept 2021. Freeloafers have ended their project as of 31 July 2022. Most of its volunteer baker-members are back at work with many travelling on the the job.