News / Real Bread Campaign

Are you making Real Bread For All?

Seeking examples of more affordable bread.

The Old Post Office Bakery. Credit: Chris Young / CC-BY-SA-4.0

The Old Post Office Bakery. Credit: Chris Young / CC-BY-SA-4.0

The Real Bread Campaign wants to hear from bakery owners who are offering Real Bread at a reduced price to people on low incomes. We also want to know how your business is bridging the gap between your costs of production and the lower price at the till. 

We would also like to hear from customers who know of (and millers working with) Real Bread bakeries that are helping to ensure that people on low incomes can choose to buy Real Bread.

Our plan is to publish guidance that includes a range of examples to help inform and inspire other bakeries.

Get in touch

Examples so far

Initiatives we have found include:

  • Small Food Bakery in Nottingham selling a large, sliced loaf of wholemeal sourdough bread through a local cornershop for £2.49.
  • During lockdown, Bread Source launched a National Loaf scheme to make a stoneground, wholemeal sourdough loaf available for £1 ‘to anyone in need.’
  • For each order of €20 or over, Ryes and Shine issues a €2 doughnation token, which are places on the microbakery's market stall. Customers on lower incomes are invited to take a token for a discount on a €5/6 loaf.

Do you have one to add to our list? What do you do and how are the costs of doing it covered?


The Real Bread Campaign believes that Real Bread should be accessible to everyone.

As part of this, we are working to find and share ways that bakers can reduce the price of one or more lines of fresh (ie not just leftover/unsold/surplus loaves) of Real Bread for people hit hard by the cost-of-everything crisis.

Increased urgency for this work is being driven by the accelerating gap between the income (and benefits) of many households and the cost of living, forcing more people into poverty. 

As we acknowledge in this article, however, this is not an easy circle to square. We are aware that costs are also rising rapidly for bakeries and that the cost of selling a loaf at a lower price has to be covered by someone.

Food banks

Donating products to food banks and other charitable/community schemes has its place as a short-term emergency safety net. 

The Real Bread For All project, however, is focusing on initiatives that reduce the price at which people can buy Real Bread, rather than give away food for free.

Not all loaves are created equal

The Real Bread For All project runs alongside, rather than replaces, the Campaign’s ongoing work to highlight the:

  • true values of Real Bread and local bakeries
  • often overlooked costs of running a small bakery
  • hidden/displaced price/costs of cheap-at-the till industrial loaves

We continue to encourage people who do have the ability to choose how they spend their money to consider these.

We also suggest that people should question the common practice of supermarkets having three price brackets (at the time of writing these are around 30-40p for ‘basic’ / ‘value’ loaves, 50-80p for ‘standard’ and £1.20-1.50 for ‘premium’) for own-brand factory loaves that are fundamentally the same product manufactured at the same scale by the same process.

What is Real Bread?

The Real Bread Campaign defines Real Bread as made without chemical raising agents, so-called processing aids or any other additives.

This universally-inclusive definition encompasses every type of leavened and unleavened bread, (including, but not limited to, genuine sourdough), which can be baked, steamed, fried, roasted or griddled.

See also

Is your bakery the hearth of your community?

Published 19 Apr 2022

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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