The Islamic State (IS) has captured headlines recently with its military victories, bank robberies and brutal executions. However, equally if not more important is how IS governs the territories it now controls.

Before its dramatic rise to fame, IS had long wielded the rhetoric of Islamic state-building, but few took the organization seriously. Perhaps, then, it is unsurprising that most coverage of IS’ rise has focused on attention-grabbing details like its surprising military prowess and antiquated punishments, rather than the programmatic aspects of its politics. This coverage has left one central and pressing question open: How could an underground extremist group turn into the new face of global jihad? The answer lies not just in ample illicit funding, well-trained soldiers and clever use of social media. IS is also serious about social services.

Military successes have been crucial to advancing IS’ stated ambition of establishing an Islamic state. After all, a state needs land to govern. Recently, IS allegedly seized control of strategic areas near the Syrian and Iraqi borders, opening up passage between the two countries. But it is IS’ work off the battlefield that may consolidate its rule.

Crucial to IS’ efforts are the production and distribution of Syria’s staple food: bread. Before the onset of the conflict, bread had provided more than 40% of the caloric needs of the Syrian people. Today, many drink and eat little else but tea and bread. But in Syria, bread is not only about nutrition. It is also wedded to politics.