Modern small-scale craft production of bread and bakery products has established itself as a specific sector of the economy in which entrepreneurs skillfully combine production and trade aspects of their activities with important social and cultural activities aimed at the benefit of social circles and aspiring to meet their expectations. However, this significant feature in the work of small producers of handmade bread is not easily and without problems established; in their everyday work entrepreneurs develop unique skills as social actors, apply creative approaches, often join forces with those of their colleagues and actively work to build of a social circle of like-minded people. The study aims to identify the ways in which, through their various social activities, small bakers are able to legitimize their work and to highlight the cultural means by which they build their public image and affirm their identity. The text is an anthropological study of some social and cultural specifics of this craft in Bulgaria as a local manifestation of the processes observed on a global scale, related to the development of the so-called “Craft economy”.
Keywords: small bread producers, craft economy, cultural approaches, social activities