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Mamaliev Club: a liquid natural yeast project

Published on 6 October 2022

Mamaliev Club, at last let’s talk about one of the most ambitious projects born in recent years.

But what is the Mamaliev Club? Mama and its product Mamaliev are the indispensable tools for creating genuine, high-quality products. With this project, we aim to involve the various stakeholders in the field to spread the culture of natural leavening, showing all its advantages, when the process managed by the fermenter created by Domino.


The Club was thus born out of a desire to bring culture, practical and economic benefits to all those who use or wish to make use of liquid natural yeast in their daily work.

Three main objectives are:

  1. Conveying the concept that the technology expressed by Mama is the optimal solution for solving all problems related to managing the main ingredient of leavened goods: natural yeast;
  2. Create synergy among stakeholders by highlighting the benefits that this technology represents for each of the actors involved;
  3. To spread awareness that innovation and continuous research are the solution to overcoming any crisis even in traditional sectors such as artisanal white goods.

In all this, crucial help and presence comes from our dream team of Technologists, the beating heart of the Mamaliev Club.
The intention is to share the knowledge and experience of Master Technologists. By doing so, all practical, economic, quality and promotional advantages can be exploited to the fullest extent possible. But it doesn’t end there.


Putting oneself in the shoes of the craftsman is an almost daily operation for the Domino technical and operations team. Therefore, in the design phase of the project, we asked ourselves: what are the elements that are most often overlooked, in their essentiality, in the daily work of a baker?


The solution is ongoing and constant training and sharing proven recipes and tricks of the trade that enable anyone to bring new, seasonal and diverse products to their customer. For this, Mamaliev Club members, will have access to a private area where Technologists will periodically post their recipes and tips, and not only that… the entire manual of recipes and tips will always remain available!


In the hustle and bustle of everyday life, it is not obvious to be able to devote time to your own promotion and marketing. For this Domino’s came up with a basic kit to promote the business and products with Mamaliev. Roll-Ups, stickers, counter displays–the indispensable resources for making Mamaliev Liquid Mother Yeast products and your own work recognizable.


Unity is strength: Domino strongly believes in sharing and networking among artisans, technologists, and retailers. Therefore, the Mamaliev Club was born with the idea of promoting the individual Craftsman in three simple moves:

  • Synonym for quality
    Immediate recognition of quality products with the use of Mamaliev and subsequent application of the Mamaliev brand on products and in the member’s premises.
  • Feature on the site
    The activity of each member of the

    Mamaliev Club

    will be reported on the website through a geolocation map; This will allow to be present on the web and to be found through the website with all the necessary contact information: address, phone number, website…
  • Feature on social media
    Further visibility of the member and his activity by posting photos on Domino’s Social. Once given Club membership, each activity will be re-shared and/or tagged on Domino’s Instagram and Facebook pages.

The time has finally come to get involved. And you, what are you waiting for?
Do you also want to join the Mamaliev Club?

If you would like more information or would like to book a demo at our company, please contact us using the form below.

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