Bread and Beckham

This week, it was reported that Victoria Beckham had posted on social media about buying a particular brand of bread.

The product is certified organic, its ingredients are predominantly sprouted wholegrains and, as it is made without additives, it falls within our definition of Real Bread. It is, however, made in the USA and, according to some reports, is only available in the UK via a multinational online sales platform.

The Telegraph asked Real Bread Campaign coordinator to comment for an article on this 'story'. Only one line of the comment was published in the article, so here it is in full:

“It’s always great to see someone in the public eye enjoying Real Bread, by which we mean additive-free. It’s widely accepted that wholegrains make a valuable contribution to a healthy diet, which is why our lobbying for an Honest Crust Act includes a call for a legal definition of the word. There’s also evidence that sprouting grains might help to unlock the nutritional value of those grains for our bodies to use. Rather than buying loaves online, though, we’d encourage Victoria and everyone else to buy them from a local, independent, Real Bread bakery that pays its fair share of tax, contributes to the local economy, and helps to support more jobs per loaf keep its high street alive.”