How Rising Costs Are Squeezing Wisconsin Bakeries

MILWAUKEE, Wis (CIVIC MEDIA) – Traci Morgan-Hoernke isn’t just baking bread. The Milwaukee area woman tries to craft inclusion, health, and resilience into every loaf. As the owner of MOR Bakehouse – Bakery and Cafe, a gluten-free bakery, she is also facing the challenges and triumphs of running a small local business. Morgan-Hoernke joins Jane Matenaer and Greg Bach, hosts of Matenaer on Air, to discuss the uncertain economy and why both culinary science and community care are important. 

“I started this for my son,” she explains. “He failed to thrive as an infant. Not celiac but couldn’t tolerate gluten. And back then, there wasn’t even a name for that.”

Morgan-Hoernke is considered a pioneer in the gluten-free industry. She was an original employee—outside of family—at the first brick-and-mortar gluten-free dedicated grocery store in the United States. 

“That was back on 6th and Lincoln,” she shares. “I grew with the industry.”

Today, she runs her own gluten-free bakery. Morgan-Hoernke sources ingredients from all over the country, and sometimes the world. But she’s also navigating rising tariffs, supply chain uncertainty, and the high costs of ingredients that are both gluten-free and ethically sourced.

Yet, she remains committed to her values which circle around sourcing clean, allergy-conscious ingredients, minimizing waste, and passing any savings directly on to her customers.

“Just one 25-pound bag of brown rice flour can run me close to $50,” she says. “Compare that to $8 for wheat flour. And that’s just the beginning. Spices, oils, packaging. It all adds up.”

MOR Bakehouse switched to a preorder model during COVID. And a few years later, it’s a system that helps the business stay lean and loyal. 

“If you help me budget, I want to help you budget,” she explains. “You pre-order, you get a lower price. There’s no waste. It keeps my employee hours and raw ingredients in check, and I pass that savings on.”

Every loaf is more than just food. Morgan-Hoernke considers it medicine, especially for those with celiac disease or multiple intolerances. It’s about more than avoiding gluten. She describes it as belonging.

“When you walk into a place and they’ve thought about you, you want to come back,” Morgan-Hoernke says. “You feel welcome. And that matters.”

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Listen to the entire segment here:

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