We recently connected with Matheus Brasileiro and have shared our conversation below.

Matheus, thanks for joining us, excited to have you contributing your stories and insights. We’d love to go back in time and hear the story of how you came up with the name of your brand?

The Story Behind SAU Bake

SAU Bake began as a dream—rooted in passion, purpose, and a deep love for food that nourishes both body and soul. The name “SAU” isn’t just a word; it’s a reflection of identity, culture, and intention.

“SAU” comes from “Saudade,” a beautiful Portuguese word that doesn’t have a direct English translation but carries deep emotional weight. It describes the intense feeling of longing for something or someone you love and miss. That sense of heart, memory, and connection felt like the perfect foundation for a bakery that brings people together through food. At the same time, “SAU” sounds like “soul”—a nod to the spirit and energy we put into everything we make.

But the meaning goes even deeper.

SAU Bake is a fully vegan bakery, and that ties directly into our name. We know that for many people, whether because of dietary restrictions, allergies, or personal values, there are foods they’ve had to give up—flavors they miss deeply. We’re here to bring those back. To recreate the food you’ve been longing for in a way that’s just as good—if not better—than the original. That’s why our slogan is: “The Flavours You’ve Been Longing For.” Because at SAU Bake, you don’t have to miss out anymore.

“Bake” came naturally. Because what we do is more than cooking—we bake with care, craft, and creativity. SAU Bake became a name that carries culture, warmth, and authenticity—just like our food.

As a queer, Black, Latin entrepreneur, building SAU Bake was about more than launching a business. It was about creating space. A space where love, community, and representation rise with every loaf, cake, and savory bite. It’s a brand where the flavors of Brazil and the richness of plant-based cuisine meet. It’s where the soul of the kitchen connects with the heart of the people.

From day one, SAU Bake was meant to be more than a bakery. It’s a movement. It’s a safe space. It’s flavor with meaning. And it all started with a name that says everything we are.

Matheus, love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?

Hi, I’m Matheus—Chef, CEO & Founder of SAU Bake, and the mind behind the flavours you’ve been longing for.

SAU Bake is a 100% plant-based Brazilian bakery rooted in tradition, creativity, and intention. We specialize in crafting vegan cakes, savoury dishes, catering services, and bakery items that are rich in flavour, soul, and cultural heritage. Our mission is simple: to make plant-based food that doesn’t feel like a compromise—food that hits the spot, comforts the heart, and surprises you with how good it is.

My journey started over 10 years ago in Brazil, where I studied Gastronomy and graduated with honors. Cooking has always been a form of expression and love for me. It’s how I care for people, how I create joy, and how I connect with my roots. As a queer, Black, Latin chef, I’ve faced many challenges—social, racial, and personal—but food has always been a source of power and healing.

When I moved to Canada, I wanted to create something that represented who I am. That’s how SAU Bake was born. “SAU” comes from the word Saudade, a deeply emotional Portuguese word that means a longing for something or someone you love and miss. That word captures everything this brand stands for: the soul of food, the feeling of nostalgia, and the desire to give people back something they thought they lost—whether it’s a childhood memory, a connection to culture, or simply the joy of eating delicious food they can feel good about.

What sets us apart is how much love we put into every detail. This isn’t just about food—it’s about community, storytelling, representation, and building a safe space through delicious, inclusive cuisine. I run the business hands-on, from picking up ingredients, to baking, to delivering, and connecting with customers at the market. You’ll always feel a personal touch because this is my heart’s work.

What I’m most proud of is that SAU Bake exists at all. It’s not easy to build a business from scratch, especially when you carry so many identities that aren’t always given a seat at the table. But here we are—creating our own table, and making it delicious.

If you’re new here, welcome. Whether you’re vegan or not, we invite you to try something that tastes like home, even if you didn’t know you missed it.

Can you share a story from your journey that illustrates your resilience?

One story that really captures my resilience happened just before SAU Bake officially launched. I had just moved to Canada and was working multiple jobs to stay afloat—dishwashing, cleaning, cooking in other people’s kitchens—anything I could find. I had big dreams and a heart full of recipes, but no support system, no access to funding, and no safety net. I was doing everything on my own, in a new country, with a thick accent, and carrying my identity as a queer, Black, Latin immigrant trying to build something meaningful in an industry that doesn’t always welcome people like me.

I come from a poor family, born and raised in the favelas of Brazil. People from where I come from aren’t expected to make it this far—and many don’t get the chance. I’ve had to fight hard for every opportunity, often with nothing but faith and grit to keep going. Brazilians are known for never giving up, and I carry that deeply. Not just in my heart, but literally in my name—Brazil is in my blood and in my last name. So when people say I don’t give up on my dreams, we laugh because… well, it’s true.

One moment that really tested me happened at an event last year. I went all in—rented a truck, paid for a bigger kitchen, and created an entirely new dish just for the occasion. I cooked for two days straight, no sleep, putting everything I had into it. I made enough food for 250–300 people, convinced this would be a huge success. But it wasn’t. We sold less than 50 meals. And the next day, when I thought I could recover some of it, all the food had spoiled. It was heartbreaking.

But still, I felt peace.

I could’ve been angry, disappointed, or filled with doubt. But I wasn’t. I was proud—proud of how far I’d come, proud that I was standing there, showing up, doing the work, and meeting people who saw me and my dream. That’s resilience. Not just surviving the hard days, but choosing joy and purpose anyway.

It’s true that 80–90% of this journey is me—me grinding, carrying, lifting, creating, pushing. But I’ve also been blessed to find friends and community who believe in me. And that makes all the difference. Because alone, it’s not possible. But together, I keep going.

Are there any books, videos or other content that you feel have meaningfully impacted your thinking?

I’m not a big reader in the traditional sense. My biggest inspirations don’t necessarily come from business books or strategy manuals—they come from people. Real stories, deep conversations, and shared experiences have taught me more than any textbook ever could.

That said, I do appreciate books that offer something deeper. One that really impacted me is “The Untethered Soul” by Michael Singer. It helped me quiet the noise, get more grounded, and see beyond the fear and pressure that come with running a business. That book wasn’t about business directly, but it gave me the clarity to keep showing up from a place of love and purpose.

But honestly, a lot of my growth comes from podcasts—I listen to people share their stories, their failures, and how they got through them. There’s something powerful about hearing someone’s voice when they talk about what they’ve overcome. It reminds me I’m not alone.

And the biggest resource of all? Therapy. Regular therapy sessions have helped me build emotional intelligence, hold space for myself, and navigate the intense ups and downs of being an entrepreneur—especially when you’re doing most of it on your own. Therapy gives me tools, balance, and perspective, which I carry into everything I do, from managing stress to making decisions for my business.

For me, learning is a lived experience. It comes from watching how others lead with heart, asking questions, listening more, and constantly reflecting on how I can be better—not just as a business owner, but as a person.

Contact Info:

• Website: https://www.saubake.com
• Instagram: @sau.bake

Image Credits

Pictures in the order
1- carrot cake
2- party cake with duo ganache
3- Jar cakes on summer time
4- Hunny cake, 4 spices chocolate cake, filled with caramel and cover in chocolate
5- brownies and fun messages
6- special gluten free carrot cake cheese cake
7- Mini cakes topped with Brigadeiro (Brazilian delicacy)