SUBA is a wholesale bakery in East London making hand-crafted sourdough bread and pastries for cafés, coffee shops, restaurants, and hotels. Founded on West African baking traditions and shaped by multicultural influences, the business grew from Pa Modou's childhood memories of wood-fired ovens and slow-fermented craftsmanship. SUBA, meaning both "Good Morning" and "See You Tomorrow" in Wolof, reflects the baker's philosophy of community and quality. They work with simple ingredients, water, flour, and fire, transformed through traditional methods into artisan products that supply hospitality venues across London seeking distinctive, characterful baked goods.