Meet Heather Holliday of Salt Lake City, Utah

Today we’d like to introduce you to Heather Holliday.

Hi Heather, can you start by introducing yourself? We’d love to learn more about how you got to where you are today?
I didn’t set out to build a business—it started with heartbreak. My journey began with my puppy Bell, who was only three years old when she became very sick with cancer. Losing her changed everything for me. It made me question what we were feeding our animals, and ultimately, what we were feeding ourselves.

After she passed, we transitioned our dogs to a healthier diet, and that shift carried into our own lives. That’s when I discovered sourdough. What started as a simple, nourishing change quickly became something more meaningful. We began sharing our family’s sourdough starter and teaching others how to work with wild yeast and make their own bread. That summer, I spent days at local markets, connecting with people and helping them rediscover real, slow food.

But along the way, I noticed something that didn’t sit right with me—so many talented home bakers were being turned away from markets because there were only a limited number of vendor spots available. It broke my heart. These were passionate people with something special to offer, and they deserved to be seen.

That’s when the idea for the Micro Bakery Directory was born—a space where home bakers could be found locally, without barriers. What started as a simple solution has grown into a thriving community of over 600 bakers, with members not just across the U.S., but in Canada and even a few overseas.

Today, what fulfills me most is seeing these bakers succeed—many of them able to stay home with their children while contributing to their family’s income. What began as loss has turned into something deeply purposeful: helping others build meaningful, nourishing lives through their craft.

Would you say it’s been a smooth road, and if not what are some of the biggest challenges you’ve faced along the way?
It definitely hasn’t been a smooth road. Building something like this from the ground up comes with a lot of challenges—especially on the technical side. Finding the right web developer who could handle a project of this scale, while still keeping it affordable, was one of the biggest hurdles early on.

Another challenge has been growth without immediate revenue. For a long time, this has been a passion-driven project, so figuring out how to promote and expand the directory without a steady income stream required a lot of creativity and persistence.

That said, we’re now entering an exciting new phase. We’re rolling out upgraded listings, which will allow us to start generating income and reinvest back into the platform—helping us reach more bakers and strengthen the community. We would love to welcome sponsors who are looking to reach home bakers, micro bakeries, and local food entrepreneurs through advertising on the MicroBakeryDirectory.com
As a growing platform with 300–500 visitors daily, sponsorships help us continue building this resource for the baking community while we’re still in the early stages of creating steady income.

And that’s really the bigger vision. I don’t just want this to be a directory—I want it to become a true hub for micro bakers around the world. We’re working toward adding a community space where bakers can connect, share knowledge, and support one another, as well as a resource library for those just starting out.

Every challenge has reinforced why this matters. The goal has always been to build something that supports and uplifts bakers in every corner of the world—and we’re just getting started.

As you know, we’re big fans of you and your work. For our readers who might not be as familiar what can you tell them about what you do?
At the core of everything I do is creativity. I’m a builder and a designer at heart—whether that’s shaping a physical space, like a room in my home or a corner of my garden, or creating something digital that connects people in a meaningful way.

My work today centers around the Micro Bakery Directory, where I’ve combined that love of design with a deeper purpose: helping home bakers be seen, supported, and discovered in their own communities. I specialize in creating spaces—both online and offline—that feel thoughtful, inspiring, and accessible.

One of the most meaningful parts of this work is our travel series on YouTube, @microbakerydirectory, where we visit home bakers, interview them, highlight their stories, and help advertise their businesses. It has become such an important extension of the directory because it allows people to see the heart, talent, and hard work behind these small bakeries in a more personal way.

What I’m most proud of is the community that’s grown from this. Bakers have shared with me that they’re finding each other through the directory and supporting one another weekly, which has been one of the most beautiful surprises of this journey.

One moment I’ll never forget happened while I was filming one of our bakery visits. A mom and daughter pulled up with the Micro Bakery Directory open on their phone, using it to visit local home bakeries in the area. Seeing that happen in real life—people discovering these bakers, supporting them, and turning it into an experience—all because of something I built was incredibly special. It showed me how big this ripple effect has become.

I think what sets me apart is that I don’t approach this purely as a business—I approach it with heart. I care deeply about the people behind the work, and I’m constantly thinking about how to create something not just functional, but beautiful, supportive, and lasting. That mix of passion, creativity, and purpose is what drives everything I do.

What do you like best about our city? What do you like least?
While I don’t live in Los Angeles, I feel deeply connected to the area through both personal memories and the incredible community of bakers we have there.

Some of my favorite memories are in Southern California—especially Orange County. When my kids were younger, we had annual Disneyland passes and spent so much time there as a family. It’s a place that holds a lot of meaning for me, not just because of the fun, but because of the time we shared together.

What I love most about the LA area is the creativity and individuality. There’s such a strong culture of people building things on their own terms, and I see that reflected in so many of our bakers there. There’s an energy around food, art, and entrepreneurship that feels really inspiring.

If I had to say what’s challenging, it’s that in a city with so much talent, it can sometimes be hard for small, homegrown businesses to get visibility. That’s part of why what we’re building matters—creating space for those smaller makers to still be found and supported.

Even though I’m not based there, it’s a place that feels both nostalgic and inspiring to me—and one that’s played a meaningful role in my story. I cant wait to travel through the area and interview California home bakers!

Pricing:

• $0.00 Basic directory listings: Free for home bakers
• $15 mo/$150 yr Upgraded listings (rolling out): Paid tier with enhanced visibility and features

Contact Info:

• Website: https://www.microbakerydirectory.com
• Instagram: https://www.instagram.com/microbakerydirectory
• Facebook: https://www.facebook.com/people/Micro-Bakery-Directory/61572568083171
• Youtube: https://www.youtube.com/@microbakerydirectory?reload=9