Doing festivals is always interesting because you get to talk to customers directly.
Having done a few so far this year I've been amazed how many times I've been asked "do you have any loaves without sugar?"
Adding sugar speeds up the fermentation process so you can make more loaves in less time.
It also adds flavour to loaves that have none of the complex flavour that long fermentation brings.
None of our loaves contain sugar. All are naturally fermented, the slow way.
(This is why we always look so tired and have no social life…)
You can't rush real bread.