The Real Bread Campaign is being launched today [26 November 2008] with an appeal to consumers to use their loaf and buy Real Bread.
A coalition of consumers, bakers and campaigners is joining together to launch the Real Bread Campaign and challenge the giant industrial baking companies that dominate the modern bread market.
Andrew Whitley, founder of the Village Bakery and author of the book 'Bread Matters', said: "Real Bread is better for you, better for your community and better for our planet."
He continued: "Many people I speak to are horrified when they find out what is actually in their daily bread. Bread should be the staff of life, but the label on the average loaf reads more like the recipe for a scientific experiment than the ingredients of a staple food."
He finished: "Modern milling takes so much of the goodness out of the wheat that chalk, iron and B vitamins have to be added to most flour, by law. Even then, many vital elements are still missing from refined flour. And it is turned into bread using additives, some of which are not declared on the label, and high levels of yeast to speed up the baking process. It's hardly surprising that some people find this industrially-produced bread hard to digest."
Oliver Rowe, head chef and owner of Konstam spoke at the launch and said: "Real, locally produced Bread cuts out the unnecessary food miles involved in shipping industrial bread to stores around the country. The passion and care shown by smaller, local bakers leads them, in many instances, to use more sympathetic ingredients, both environmentally and nutritionally. Locally produced, real food is a necessary part of a sustainable future.
Laura Tennyson of the East West Bakery said at the launch: "Three companies dominate 80 percent of the bakery market. Local bakeries are struggling to compete against supermarkets and these giants selling industrial bread. It is vital we stand up for local bakeries before it is too late."
Richard Watts, Campaigns Director of Sustain: the alliance for better food and farming, who are coordinating the campaign, said: "The Real Bread campaign is for anyone who wants to see a return to good, honestly labelled, food which looks after both you and the environment. Today we are launching a Real Bread finder that will tell people where Real Bread is sold in their area. Over the coming months we plan to increase the amount of Real Bread sold in the UK, to support local bakeries and to expose problems with industrially-produced bread. For more information please go to our website: www.sustainweb.org/realbread."
For further information please contact Richard Watts on 0203 5596 777 or 07710 782719.
Real Bread contains:
Industrial bread can contain:
Real Bread Campaign
Real Bread Campaign: The Real Bread Campaign finds and shares ways to make bread better for us, better for our communities and better for the planet. Whether your interest is local food, community-focussed small enterprises, honest labelling, therapeutic baking, or simply tasty toast, everyone is invited to become a Campaign supporter.
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