Real Bread Campaign


Real Bread logo

Real Bread Loaf MarkThe Real Bread Loaf Mark

Want to find Real Bread? Then Look for The Loaf Mark!

The Real Bread Loaf Mark gives you an at-a-glance assurance from the seller that a loaf is what the Campaign calls Real Bread.

To date, more than 130 bakeries have signed up to the scheme.

For shoppers

For bakers and retailers*

* by retailer, we mean any third party selling Real Bread - e.g. shop, cafe, farm shop etc.

How it works

  • A baker/retailer signs an annual agreement that he/she will only use The Loaf Mark to promote loaves that are what the Campaign calls Real Bread. He/she then displays The Real Bread Loaf Mark to let you know which ones they are.
  • You simply need to Look for The Loaf Mark!

We still call upon all bakers and retailers to list all ingredients (and those not baking Real Bread to list any processing aids or other additives they use as well) for every loaf.

What is Real Bread?

The Campaign defines Real Bread as made with all-natural ingredients, and without the use of any processing aids or other artificial additives*. 

This might sound simple enough (erm, because it is so simple) but sadly something like 95-97% of the loaves we buy in Britain fail to meet this utterly basic standard.

You can read more about Real Bread here.

* Though at present we have to make the exception of the four 'fortificants' the law requires UK millers to add to almost all bread flour. Click here for details.

What to look out for

  • A baker or retailer should display The Real Bread Loaf Mark (see above) either on the bag or shelf/basket of a loaf that they promise is made without any artificial additives or processing aids of any kind.
  • If this applies to every loaf, then there will be a poster or other signage to make this absolutely clear. 
  • Without such a sign, it might be that only some loaves meet the Campaign's basic Real Bread criteria, and you should ask to be sure.
  • We recommend that The Loaf Mark is also used in the appropriate points on websites.
  • Some smaller operations might just provide this information on leaflets at the point of sale (e.g. next to the loaves at a shop or stall)

To give you the chance to make a better-informed choice, we encourage all bakers and loaf retailers to give you full lists of ingredients. We also encourage Real Bread bakers to let you know any more ways in which their bread is better bred.

NB - The symbol on the right is not The Loaf Mark. It's simply a sign that someone is a paid-up Campaign supporter and is very kindly displaying this very publicly. 

How to sign up for The Real Bread Loaf Mark scheme

Want to join more than 150 bakeries that have joined the scheme since 2011?

Good!

Here's how:

  • If you're a baker, you simply need to sign an agreement that you'll only use The Loaf Mark to help you market loaves that meet the Campaign's definition of Real Bread.
  • If you're a retailer, you just need to sign an agreement in order to use The Loaf Mark to promote Real Bread from a baker already signed up to the scheme.

It's also a good idea for you to sell Real Bread, or you won't be able to use The Loaf Mark anywhere...

Though you don't have to be a Real Bread Campaign supporter, we'd love you to join us as well!

Click here for the fees table.

 

"But I don't sell wholemeal, long-fermented sourdough, made using locally-grown ancient wheat, stoneground by a local windmill and baked in a wood-fired earth oven!"

As none of those things are part of the Campaign's basic definition of Real Bread, that's not a problem. As long as you sell at least one type of loaf made without the use of any artificial additives, you can sign up to the scheme to use The Loaf Mark to promote it.

Better bred bread

"But I do sell wholemeal long-fermented sourdough, made using locally-grown ancient wheat, stoneground by a local windmill and baked in a wood-fired earth oven!"

Whether using the Loaf Mark or not, we encourage all Real Bread bakers to let shoppers know any ways in which they are making their bread better for us, better for our communities, or better for the planet. These might include:

  • Longer, slower fermentation
  • Being fermented using sourdough culture
  • Made using wholemeal or stoneground flour
  • Made using local flour, preferably produced by a traditional mill, using locally-grown grain
  • With a salt content of 1% (by final loaf weight) or less
  • Made from certified organic ingredients
  • Operating a Community Supported Bakery

You can read more about these on our FAQs page.

This is of course in addition to of a full ingredients list - which in the case of Real Bread will be very short...

* The Real Bread Campaign supporter network is open to everyone who cares about the state of bread in Britain, and not all are bakers.

Why sign up for The Real Bread Loaf Mark scheme?

  • The Loaf Mark is of value to your business by providing an instant visual means to promote a key selling point - this is Real Bread*. 
  • Your participation will also help to raise awareness of the Campaign and the issues surrounding the state of bread in Britain.
  • The fee contributes to the Campaign's ongoing work championing the values of locally produced Real Bread and the bakers and retailers who sell it, as well as tackling the issues challenging its rise.

* This might sound pretty basic but it sets your bread apart from 95-97% (and perhaps more) of the loaves sold in the UK.

What are the benefits?

You benefit from:

  • receiving a range of Real Bread Loaf Mark artwork files to incorporate into your own marketing materials. These include artwork for labels, posters and flyers, as well as the logo itself to use in other printed marketing material.
  • an ongoing PR campaign co-ordinated by the Real Bread Campaign, an organisation with a proven track record in securing coverage in high-profile national media, and initiatives that help participants raise awareness for themselves in local media.

Cost of participating in the scheme

In order to make The Loaf Mark scheme as accessible as possible to Real Bread bakers and retailers of all scales, the annual administration fee is tiered according to total annual turnover (i.e. all sales of your business/enterprise, not just Real Bread).

The fee reflects that the scheme is of value to the people selling Real Bread, and helps to fund the only national organisation that is fighting for better bread in Britain.

Campaign supporters

Signing up for the scheme is included as a benefit of being a Campaign supporter at levels 2 and 3.

For level 1 supporters, we charge a notional admin fee to sign up to The Loaf Mark scheme.

If your enterprise's turnover is more than £1,000,000, please email the Campaign with details in order agree an appropriate fee.

For details of our supporter levels, please click here.

 Supporter level  Annual Loaf Mark fee
 1  £10
 2  no extra charge
 3  no extra charge
 4  TBA - contact the Campaign

Click here to download The Loaf Mark scheme agreement form


NB - Even if you don't need to pay the annual admin fee, you will still need to sign the annual usage agreement before you can use The Loaf Mark.

All other bakers

 Annual turnover  Annual admin fee
 Up to £73,000  £35
 Between £73,000 and £250,000  £45
 Between £250,000 and £1,000,000  £70
 More than £1,000,000  TBA - contact the Campaign

FAQs

Q: Once I've signed the usage agreement and (if applicable) paid the fee, how soon will I get confirmation and be able to start using The Loaf Mark?
A: We process Loaf Mark applications once a week, when we will send you confirmation and artwork.

Q: Why has the Real Bread Campaign created The Loaf Mark?
A: The scheme has been created help busy shoppers wanting to find Real Bread, and the people who are selling it. It allows every baker and retailer in Britain to let their customers know instantly which loaves are Real Bread using the same logo to represent the same information nationwide.

Q: What's the difference between The Real Bread Loaf Mark and other food marks?
A: The Loaf Mark is the only scheme in the UK that requires loaves to be made without the use of artificial additives or processing aids. The intention is that it can be used alongside other marks that represent other facts about the loaf, baker or retailer.

Q: If a bakery or shop displays The Loaf Mark, does that mean all loaves are what the Campaign calls Real Bread?
A: The annual agreement that a baker or retailer must sign before being able to participate in the scheme includes adherence to usage rules to ensure it is absolutely clear to which loaves The Loaf Mark applies. If this is all loaves in the bakery/shop, there will be clear indication of this. We still encourage all shoppers to ask questions if there is any doubt, and bakers and retailers to train their staff to be able to answer them fully.

Q: Is this a certification scheme?
A: The Loaf Mark is a visual assurance to customers from an individual baker or retailer, rather than the Real Bread Campaign.

Q: Is this an assurance scheme?
A: The Real Bread Campaign believes that we should all be given the full facts about food and then left to make our own choices about what we eat. As such, The Loaf Mark is quantitative (i.e. refers only to a loaf being made without additives) not qualitative (e.g. someone has said that they like the taste or texture of a loaf). We hope that you enjoy all Real Bread you try, but if not, we hope you're able to find someone else who sells Real Bread that you do love.

Q: Do I have to sign up for The Loaf Mark scheme to put my Real Bread on your map?
A: Though we'd love all Real Bread bakers to both join the Campaign and sign up for The Loaf Mark scheme, neither is required in order to add the Real Bread you bake to our Real Bread Finder.

Q: How is The Real Bread Loaf Mark scheme policed?
A: Any baker or retailer wanting to use The Loaf Mark must sign a usage agreement before being able to participate in the scheme. This they must renew on an annual basis. We have chosen not to do site visits as: a) this would push up the cost of administering the scheme, which we felt would exclude many of the small, local Real Bread operations we're working to encourage, and b) only a chemical analysis on every single batch of loaves could ever prove that all loaves are Real Bread, which is obviously utterly impractical.

Q: I'm a Real Bread Campaign supporter / I have loaves on the Real Bread Finder map - am I automatically licensed to use The Loaf Mark?
A: No. You will still need to sign the usage agreement and, if applicable, pay the fee.

Q: I'm a supporter running a very small enterprise so why whould I have to pay extra to use The Loaf Mark?
A: The majority of level 1 supporters don't bake Real Bread for sale. Rather than raise the annual contribution for all level 1 supporters, we decided to make taking advantage of The Loaf Mark Scheme an optional extra instead

Q: I'm a baker and have signed up to The Loaf Mark scheme, will you put me on your map automatically?
A:
No. You will need to create a (or if you are a Campaign supporter, amend your) record to give details of your Real Breads and where people can buy them.

Q: I'm a retailer and have signed up to The Loaf Mark scheme, will you put me on your map automatically?
A:
No. The baker will need to create a (or if he/she is a Campaign supporter, amend his/her) record to give details of the Real Breads and where people can buy them - including your shop/outlet.

Q: I'm selling loaves made by a baker who is signed up to The Loaf Mark scheme - do I need to sign up, too?
A: Only if you will be displaying your own marketing material (point of sale, online, or elsewhere). If the only material including The Loaf Mark on display is that of the baker (e.g. on his/her loaf bags/labels/leaflets), then no you don't have to sign up.

Q: I'm selling loaves made by a baker who isn't signed up to The Loaf Mark scheme - can I still sign up?
A: No. A retailer can only sign up to use The Loaf Mark to promote Real Bread made by a baker signed up to the scheme.

Q: I'm a Campaign supporter but don't want to / can't sign up for The Loaf Mark scheme - can I just use the Campaign logo instead?
A: We're very happy (and grateful) for Campaign supporters who add our 'proud to support' badge on their website/blog or promotional leaflets. To avoid confusion with The Loaf Mark, we don't authorise the use of the main Campaign logo in any context other than editorial (e.g. a magazine article about the Campaign)

Q: Can I use The Loaf Mark or supporter badge on something more permanent: eg on my wall, sign or van?
A: No. Though it could look great, as the useage agreement is annual we're only authorising use of The Loaf Mark and supporter badge on ephemera - that is disposable marketing materials.

Q: I think that I've seen The Loaf Mark being misused - what should I do?
A: Please email the Real Bread Campaign with details and we'll investigate.

If a bakery is marketing loaves as made without artificial additives and you know this not to be true, this would be a matter for your local Trading Standards office.

If we find The Loaf Mark being used by someone not licensed to use it, we will issue instructions for its removal.

Q: I have read this entire page and the usage agreement but still have a question, what do i do?
A: Please email it to realbread [at] sustainweb.org and we'll get back to you. Though we will get back to you as soon as we can, we aren't always able to answer emails every day, so please bear with us.

The first fifty

These are the first fifty (well, fifty two) bakeries to sign up to The Real Bread Loaf Mark scheme:

A Loaf for Life
Amazing-Grains
Andy Foster
Andy's Bread @ Great Oak Foods
Artisan Bread Club
Artisan Bread Organic
Baker Steve
Bluebird Bakery
Bread and Roses
Bread of Leaven
Brucciani
Cat Lane Bakery
Chalk Hills Bakery
Cheshire Smokehouse Limited
Cinnamon Square
connors bakery
Cranks
Crannach Bakery
Crustum
Du Pain Du Van
Emma's Bread
Flour Water Salt
Food For Thought Bakery
Geraint Bakes Bread
Greenfield Bakers (LLP)
Jackie Jenkins
James & John Graham, Penrith
Jo's Loaves
Lesley's Kitchen
Mark's Bread
Pig & Pastry
Quangle Wangle Foods
Redland Village Bakery
Roots
Ruben's Bakehouse
Shrewsbury Bakehouse
Slow Food Company
Speciality Breads
St Kew Harvest farm shop
Sticky Mitts
The Bakers' Table
The Bread Lady
The breadwinner
The Bun House
The Earth's Crust Bakery
The loaf
The Moody Baker at Barnard Castle
The Old Farmhouse Bakery
The Rustic Kitchen
The Thoughtful Bread Company
Wild Bread
Zen Baker