A Milestone
Worth Every
Crumb
A Year of Coffee, Croissants, Sourdough and Community Courage
12 December 2024 — 12 December 2025
When Craig McCallum opened Craig’s Bakehouse in December 2024, the goal was ambitious: to breathe new life into a historic bakery site that had long been a fixture of Naracoorte’s close-knit community, while creating a contemporary bakery-café for locals and travellers alike - one that challenged traditional expectations of a country bakery and injected fresh energy into the town’s main street.
One year later, those goals haven’t just been met — they’ve been exceeded.
To support the milestone, Nick McBride MP - Member for MacKillop - offered his congratulations, saying:
“ I congratulate Craig’s Bakehouse on celebrating one year in business.”
“Milestones like this reflect the hard work, resilience and community spirit that small businesses bring to our region.”
“Small businesses are the backbone of our local economy. They create jobs, support local suppliers and help keep our towns vibrant and connected.”
Craig’s First-Year Scorecard (and counting)
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Six figures in coffees poured - mostly triple shot, occasionally decaf.
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Five figures in pies sold, including the signature Pork & Apple Pie - still baked in-house.
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Another five figures in sandwiches crafted - pre-made, yes, but far from ordinary.
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Several thousand loaves of sourdough proved and baked - from classic white, rye, wholemeal and multigrain to signature flavours including chocolate & walnut, sour cherry, rosemary & sea salt and the infamous fruit loaf.
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The rise of “Julia” - our Sourdough Starter Queen, a lively, sassy character who educates fellow sourdough enthusiasts and acts as an unexpected travel guide across the Limestone Coast.
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10,000+ slices of cake enjoyed - clearly a sweet-toothed crowd.
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7,000+ scones, all baked by Jenny - the Scone Queen of Naracoorte.
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11,000+ Danish and croissants - perfectly flaky and worth the mess.
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80% of products still baked on-site, despite a regional baker shortage.
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One proud Fruit Loaf Sourdough award at the Naracoorte Show.
“When we wrote our business plan, we said we wanted to blend tradition, innovation and community,” McCallum says. “What we didn’t include was how many espressos - or Negronis - it would take to get there.”
From Day One, We Set Out To:
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Establish a trusted, contemporary brand in an iconic bakery location - earning respect in a community proud of its traditions and cautious about change.
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Reignite wholesale supply while building a vibrant retail offering.
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Create local jobs and foster emerging hospitality talent.
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Invest locally - with 90% of our $1.1 million renovation spend directed to Naracoorte trades and suppliers.
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Support community initiatives that reflect the diversity of the Limestone Coast - from fundraisers and service clubs to awareness events and inclusive celebrations.
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Build sustainable relationships with local producers and suppliers.
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Grow a loyal social-media following and genuine community engagement.
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Strengthen regional visibility - welcoming tour groups, caravanners and clubs through tourism partnerships.
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Adapt and evolve - introducing premium South Australian patisserie lines while keeping the soul of Craig’s intact.
Highlights, Hiccups and Humility
“Like any new business, Craig’s had its share of learning moments in the first year,” McCallum says. “A few early hiccups became part of local folklore. What matters is that we learnt quickly, refined what needed refining and kept moving forward. We’re stronger because of it - and little by little, we’re earning respect and continuing to grow.”
Feedback has played a big part in that journey.
“Some of it’s been helpful, some of it’s been heated. Constructive and informed criticism helps us improve. The personal stuff? We’ve learnt to take it with a grain of salt. You can be honest without being unkind - and kindness is always in fashion.”
The Courage to Invest
“When the old bakery went up for sale, the opportunity was there for anyone who wanted it - but few were prepared to take on the risk, the workload or the investment,” McCallum says. “I chose to, and I invested over a million dollars into this site and into local trades, suppliers and services to bring Craig’s to life. That’s not a small decision; that’s a commitment to the future of this town.”
“I’ve done it my way - even when the pushback was loud, the flak was unnecessary and the support wasn’t universal. And I’ll be honest: the small-town mentality that knocks down new investment before it’s had a chance to prove itself doesn’t help any of us. If we want Naracoorte to grow, to attract new businesses, new ideas and new energy, we have to stop turning away the very people willing to put their own money, time and reputation on the line.”
“Small business in a regional town isn’t for the faint-hearted. But it is how towns survive. And the more we welcome investment instead of resisting it, the more chance Naracoorte has of staying strong, relevant and alive.”
Pivoting Isn’t a Weakness — It’s Smart Strategy
“Pivoting isn’t a weakness,” McCallum says. “We’ve heard the noise about not baking everything on-site - even though 80% of our product range is made here - but innovation keeps us relevant. Skilled regional bakers are scarce, and those who can or want to deliver on our ambition to re-imagine the regional bakery experience are even rarer. So yes, we’ve made smart changes. Our focus is on innovating and adapting to stay sustainable and relevant.”
McCallum continues:
“There will always be businesses who define quality purely by what happens inside their own four walls. That’s their model. Ours is broader. In regional South Australia - where populations are flat or declining and baker shortages are real - the businesses that survive are the ones who innovate, collaborate and adapt.”
“We’re proud to bake extensively on site, and equally proud to bring premium South Australian patisserie and bakery products to Naracoorte. That isn’t a shortcut - it’s smart strategy. It strengthens regional food culture, supports SA producers and gives locals and travellers access to products they’d never normally find in a town our size. We’re here to raise the standard, not narrow it.”
A Call to Action for Regional Businesses
Looking ahead isn’t just about what’s next for Craig’s - it’s about what’s next for regional business as a whole.
Across Australia, nearly one in ten hospitality businesses closed last year, with South Australia recording the highest closure rate nationally.
In this state alone, 148 cafés, restaurants and takeaway businesses entered insolvency in 2024.
At the same time, the Limestone Coast’s population growth sits at just 0.28%, and the Naracoorte Lucindale Council recorded a -0.35% decline - one of the steepest drops in regional SA.
Tourism remains a lifeline, yet regional visitation is softening - with South Australia recording the largest year-on-year drop in interstate visitor nights in the country.
“When the pool of people is stagnant or shrinking, every visit, every sale and every business decision matters more,” McCallum says. “Staying relevant isn’t optional - it’s essential.”
“Compete, yes. Be unique, absolutely. But regional towns thrive when businesses work together, not against each other. Without collaboration or leadership, the collective voice that once represented our business community has fallen quiet — which makes it even more important for each of us to lead by example.”
“After a year of running Craig’s - and two decades of executive leadership behind me - my message is simple: respect the work, support one another and keep showing up. Whether we want to admit it or not, regional towns like ours are facing challenges we’ve never seen before. If we want Naracoorte to be sustainable and to thrive, we won’t get there by tearing each other down. We’ll only get there together.”
Looking Ahead to Year Two
As Craig’s celebrates its first year, McCallum extends his thanks.
“This milestone belongs to everyone who believed in what we set out to do - our staff, our customers, our suppliers and the many supporters who encouraged us through the highs and the learning curves. Your support has meant everything.”
“Year one was about finding our rhythm; year two is about refining our products, operations, markets and culture. Not everyone fits Craig’s - and that’s okay - but for those who do, we’ll keep raising the bar.”
Craig’s will continue expanding its wholesale operations, refining its retail offering, strengthening partnerships with local producers and growing its catering and events arm.
And yes - hopefully - catching a little more sleep.
“Craig’s Bakehouse has become more than a business; it’s a story of determination, craft and a bit of humour. We’re still here - and we intend to be for a long time.”
