Welcome to another edition of our Member Spotlight Series on the Madison Mompreneur blog! This series will help you get to know the members of Madison Mompreneur as we ask them questions about their personal and professional life as moms who own businesses in the Madison, Alabama area.

We are continuing this series with the spotlight on Courtenay Fults, Owner of The Sour Crumb!

Tell us about yourself!
I’m Courtenay Fults, and I own The Sour Crumb.

How does your business help people?
The Sour Crumb helps people by providing wholesome, homemade sourdough and baked goods made with simple, high-quality ingredients. We offer a delicious alternative to store-bought bread, giving families a healthier option without preservatives or additives. Our bakery also brings a sense of warmth and community—whether it’s a comforting loaf for a family dinner, a treat for a special occasion, or just a way to enjoy the simple pleasure of fresh-baked bread. Plus, we love sharing the joy of sourdough and cottage baking, inspiring others to appreciate real, handmade food.

How long have you lived in Madison?
5 years

What inspired you to start your business?
The Sour Crumb was inspired by a desire to provide healthier, homemade bread for our family. It all started with wanting to replace store-bought bread with something more nourishing for our children. As we baked more, friends and family started asking for loaves, and what began as a simple way to improve our family’s eating habits turned into a passion for sourdough baking. Baking became not just a way to feed our family but also a creative outlet and a source of joy. Seeing others enjoy our bread and knowing we’re offering a wholesome, locally made alternative inspired us to turn that passion into a business.

What sets your business apart from others in the industry?
What sets The Sour Crumb apart is our focus on high-quality, homemade sourdough baked with care. Unlike mass-produced bread, our sourdough is made with simple, wholesome ingredients—no preservatives, no shortcuts, just real food. Our story is also a big part of what makes us unique. We started baking to nourish our family, and that love and intention go into every loaf and treat we make. We’re not just selling bread; we’re sharing the comfort of homemade food, the joy of a well-fermented sourdough, and the connection that comes from supporting local, small-batch baking.

What do you consider to be your biggest success so far?
The greatest success is the connections we’ve built—seeing returning customers who love our bread, hearing stories of how our sourdough has become part of their family meals, and knowing that our baking makes a difference in people’s lives. The ability to share something homemade, created with care, and see it appreciated by others is the most rewarding part of this journey.

How does your business contribute to the local community?
We believe in the power of good food to bring people together, whether it’s a loaf shared at family dinner, a treat gifted to a friend, or simply the joy of enjoying something made with love. As a cottage bakery, we also support the local economy by sourcing ingredients from local suppliers whenever possible and encouraging people to shop small and buy locally made products. We love being part of a growing movement that values handcrafted, high-quality food over mass-produced alternatives. Beyond that, we share our passion for sourdough and homemade baking through storytelling and behind-the-scenes glimpses, inspiring others to appreciate and even try their hand at making real, homemade bread.

How do you see your business evolving in the next 5-10 years?
In the next 5-10 years, I see The Sour Crumb growing in a way that stays true to its homemade roots while reaching more people who appreciate high-quality, wholesome baked goods. 

Who are your typical customers and how do they find you?
Our typical customers are people who appreciate high-quality, homemade baked goods and want a better alternative to store-bought bread. They’re often families looking for wholesome options, food lovers who enjoy the taste and texture of real sourdough, and those who value supporting local, small-batch businesses. Many of our customers also have an interest in clean ingredients and love the idea of knowing exactly what goes into their bread. Most people find us through word of mouth, social media, and local community connections. Loyal customers share their love for our bread with friends and family, and our behind-the-scenes content, cozy branding, and engaging posts help new customers discover us online.

What do you enjoy most about running your business?
What I enjoy most about running The Sour Crumb is the joy of creating something with my hands that truly nourishes people. There’s something so rewarding about taking simple ingredients—flour, water, and salt—and turning them into a beautiful, flavorful loaf of sourdough. I also love the connection it brings. Seeing customers return because they love our bread, hearing stories of how our sourdough has become part of their family meals, and knowing that our baked goods bring comfort and happiness to others makes every early morning and long bake day worth it.

How do you stay up-to-date with industry trends and changes?
I stay up to date on industry trends and changes by staying connected with the sourdough and cottage bakery community. I regularly read baking books, food blogs, and articles about fermentation, ingredient sourcing, and baking science to continue learning and improving my craft. I love exploring new techniques, flavors, and seasonal ingredients to keep my baking fresh and exciting. Since sourdough is both an ancient craft and a constantly evolving art, I’m always learning—and that’s one of the things I love most about baking!

What advice would you give to someone interested in starting a business in your industry?
If you’re thinking about starting a bakery, my advice would be to start small and focus on what truly makes your baking special. Stick to what you are good at and don’t try to do everything, customers are overwhelmed by large menus and you’ll get burnt out quickly.

What product/service would you like for us to highlight at this time?
Our online order platform for bakery drops and that we can take orders outside of a drop via messenger.

Do you involve your kids in your business? If yes, how so?
The boys are the official taste testers!

What do you find is the most difficult part of balancing motherhood and business life?
The most difficult part of balancing mommyhood and running a business is managing the constant juggling act between the needs of my family and the demands of the bakery. There are moments when I feel like I’m being pulled in different directions—whether it’s trying to get bread out the door while keeping up with school runs, playdates, and family time. But at the same time, I wouldn’t trade it for anything because both being a mom and running the bakery bring me so much fulfillment. It’s all about creating a rhythm that works for our unique situation, and while it’s definitely challenging at times, I’m grateful for both parts of my life.

What business in the Madison area is your favorite?
I love Magnolia Soaps, The Cat Bird Seat Nursery, and Bricks and Minifigs.

Where can people find you?
Instagram & Facebook!

If Courtenay’s experience as a mom and business owner resonates with you, we want to hear from you in the comments! And if you are a mom and business owner in Madison, Alabama email us at madisonmompreneur@gmail.com to be featured in a future Member Highlight post!