A blog and Instagram post I made two weeks ago got a significant “click response” from Internet surfers beyond Pender Island. It was about the recent Wonder Bread commercial gracing the television airwaves.
Nowhere in the commercial was the word “bread” used. The ad was all about the “Wonder” brand and focused on arts and crafts products that used the yellow, blue and red balloons on the Wonder logo.
So, is Wonder Bread really bread? Or is it a brand? And what is the difference?
A reader brought to my attention that, in Ireland, Subway is no longer allowed to call the “bread” used in its sandwiches as bread.
Irish court rules against Subway
Subway bread has too much sugar, an Irish court ruled in October 2021. The country’s tax rules say that tax-exempt bread can’t have sugar, fat or bread improvers over 2% of its weight in flour.
Subway’s “bread” recipe contains 10% sugar as compared to the weight of the flour, according to the judgment. That’s five times what the law deems acceptable.
A “staple food” in Ireland, such as bread, qualifies for tax exemptions under the law. Cake, cookies and pastries are not staples and are subject to value-added taxes. Nor are non-bread food items allowed to use the word bread in marketing.
In other words, the court found that Subway’s bread is legally closer to cake than bread.
It’s an interesting legal difficulty for a company that specializes in sandwiches — a significant component of which is, supposedly, bread.
As a consumer, I wouldn’t quibble. I’d still call it bread, but I’d be less likely to eat it, knowing that 10% of its total flour weight is sugar.
What’s real bread?
I’ve enjoyed Subway sandwiches, but I’ve had far better sandwiches made with “real bread” and wholesome fillings.
And that begs the question: What is real bread?
In an earlier Happy Monk blog post, I listed a few characteristics of “artisan bread:”
- Mostly made by hand, from scratch
- Stone-milled flour
- High percentage of whole grain
- Naturally leavened (sourdough)
- Use of ancient and heritage grains, like einkorn, spelt and Kamut
- Simpler and fewer ingredients (mostly flour, water, salt)
- Nutritious and flavour forward
- Perhaps wood-fired
Bread made in an electric steam-injected oven tastes much like bread made in a wood-fired oven. It has a different appearance but tastes the same. Well-made loaves can also contain dry commercial yeast and still be delicious. Every artisan loaf need not meet all of these criteria.
Ingredients and processes are everything.
Most supermarket bread is made in factories that use dough conditioners, preservatives, bleaching agents and artificial flavours. Dough whippers, air pumps and heat-controlled rooms speed up the rising of the dough.
… And yet we use the same word for it!
Johnny Harris, the journalist behind the popular YouTube video “How the U.S. Ruined Bread,” agrees. Having tasted some of the best bread in France, he holds up a loaf of Wonder Bread.
“I would argue that this is not bread anymore! It is a bread-like substance made from different processes … yet we use the same word for it.”
That loaf has travelled so far away from how bread has been made for millennia that it has become a different product entirely. And proper bakers who take pride in their loaves would probably agree. No amount of legal wrangling could genuinely change that.
I appreciate the Irish court ruling that Subway “bread” is not real bread in the eyes of the law. The bread baked “on-premises” was probably mixed months ago, laden with dough enhancers, preservatives and additives, frozen and shipped across the country.
A loaf made on South Pender Island is mixed Wednesday or Thursday using stone-ground flour, baked Friday morning and in customers’ hands later the same day. Is that loaf the same as Wonder Bread?
Don’t let a lawyer from the Wonder Corporation convince you it is!
A new outlook for the Happy Monk Baking Company, a shift of focus from oven-to-home bread delivery to the community of the Pender Island Farmers Market [ See Link in Profile ]
Jan 29
![A new outlook for the Happy Monk Baking Company, a shift of focus from oven-to-home bread delivery to the community of the Pender Island Farmers Market [ See Link in Profile ]](https://i0.wp.com/happymonkbaking.com/wp-content/plugins/instagram-feed-pro/img/placeholder.png?w=980&ssl=1)
A bread-fail last week produced great-tasting Sesame-Miso Frisbees or Umami Chapeaus! What to do with the remnants? Hard-bread, rusks, croutons, or what have you. And the Ravens get their fair share, too … O come to me Huginn and Munnin! Fill your beaks and carry my greetings and blessings to Odin! [ See link in my LinkTree in HappyMonk Profile ]
.
.
.
.
#showusyourfuckedloaves, #sesamemiso, #sesamemiso, #sesamemisobread, #hardtack, #hardbread, #croutons, #huginnandmunnin, #odin, #penderisland, #southpenderisland, #happymonkbaking, #southerngulfislands|
Jul 21
Latest Happy Monk Blog: The World is Too Much With Us - In our little Island paradise, how to embrace all the beauty when the world is going to hell in a hand basket? ALSO: Baker`s Choice - Brown-Rice Miso and Sesame Sourdough [ See LinkTree in Profile ]
Jul 17
Latest Happy Monk Blog: "A Bird Came Down the Walk," a brief flirtation with ChatGPT that was awkward but offered an exquisite poem by Emily Dickinson. [See LinkTree in Profile ]
Jul 3
Resurrected a couple of Salish Sourdough loaves forgotten inside Mildrith, the wood-fired oven. They emerged charred and hell-fired, sadly, so I took a knife to them and made them almost new again!
.
.
.
.
#woodfired #woodfiredoven #coboven #Mildrith #Mildriththeoven #woodfiredovenbread #sourdough #sourdoughbread #penderisland #southpenderislands #happymonkbaking #burntbread #showusyourfuckedloaves
Jun 9
Strongly recommend installing the Smell-O-Vision™ feature on your device to appreciate the aroma of these Rye-Currant Sourdough loaves, just out of the oven. Wish I could capture it in a jar, or make a scratch ‘n’ sniff postage stamp (like the recent French stamp commemorating the baguette). And this loaf tastes just as lovely as they look!
Jun 1
The Happy Monk Baking Company
Happy Monk Tidings - May 15, 2024 🍞 - BLOG REDUX: "Saving Grace"; BAKER`S CHOICE: Sprouted Purple Barley Sourdough; REGULAR: Seed Feast.
May 15
It’s late at night and chances are there’s a baker near you having fun with bread dough …
.
.
.
.
#bakers #bakerslife #bakersofinstagram #bakerslifeforme #nighttime #nightlife #nightsky #bakingmagic
May 5
All spelt, all the time … well, with a few glugs of maple syrup
..
.
.
.
.
.
#spelt #wholegrain #tinloaves #realbread #breadbakers #breadbakersofinstagram
#artisanbreadbakers #speltbread #speltsourdoughbread #speltbread #wholegrainspeltbread #penderisland #southpenderisland #happymonkbaking #happymonkbaker
Apr 20
New Happy Monk Blog: Spring brings mixed blessings! A sense of loss, along with warmth and a new cast of light, "That Science cannot overtake / But Human Nature Feels." Westeros and Emily Dickinson`s sensitive heart. [ See LinkTree in Profile ]
Apr 3
This little guy is a workhorse, plain and simple. A brute! Thursday, it milled over 27kg of incredible flour for a recipe that needed the freshest flour possible. And its output was beautiful. Wheat, spelt, rye and buckwheat. A larger mill could have handled that in a fraction of the time, but who’s complaining? Some amazing bread was the result, milled and mixed the same day. A Country Miche from an article by Eric Pallant @epallant in the Winter/Spring 2023 issue of Bread Lines.
.
.
.
.
.
#spelt #speltbread #buckwheat #buckwheatbread #bread #realbread #naturallyleavened #baker #bakery #bbga #artisanbread #breadhead #naturallyleavened #artisanbread #realbread #rusticbread #flourmilling #flourmill #komoflourmills #sourdough #sourdoughbread #penderisland #southpenderislands
Mar 2
Latest Happy Monk Blog - The Living Rock Island – Our Little Corner of South Pender Island 🍞 [See LinkTree in Profile]
Feb 28
O, for a slice of raisin sourdough! that hath been
Warm’d a long age in the deep delvéd oven,
Tasting of Hestia and the ocean green,
Rest and a slow moving song and sunburnt mirth!
O for a loaf full of the warm South
Full of the true, the blushful Hippocrene,
With beaded raisins winking at the crumb,
And cinnamon-stainéd mouth;
That I might eat, and leave the world unseen,
And with thee fade away into the forest dim.
— Apologies to John Keats for my butchery of his “Ode to a Nightingale”
Feb 25
At the outset of the Happy Monk Baking Company, I cherished those early mornings, working alone with Mildrith in the dark before the birds began their glorious morning chorus. The world was silent, unhurried. Mildrith and me, the trees, the solid earth, a passing deer, the baskets of bread dough waiting for the oven.
Going to work in the pre-dawn hours was something bakers did, I thought. They sacrificed sleep and delivered their bread early to appreciative customers. It was a romantic notion on my part, a naïve commitment to the baking trade without fully understanding the consequences, i.e. sleep debt.
It was satisfying to have loaves ready for some customers before noon; it was a triumph! But by the time most of the bread was ready for delivery, bagged and labelled, my eyelids were growing heavy, my mind fuzzy, my body slowing down.
And it wasn’t safe driving up-island.
.
.
.
.
#bakerslife #bakers #sleepdeprivation #woodfired #woodfiredoven #woodfiredovenbread #bread #realbread #naturallyleavened #baker #bakery #bbga #artisanbread #breadhead #sourdough #sourdoughbread #penderisland #southpenderislands #happymonkbaking #happymonkbakery #happymonkbakingcompany
Feb 1
Milling a little corn to mix in with some marinated olives before they go into a tapenade infused dough. Big olive flavour … plus a rare shot of Mildrith, the wood-fired oven!
Nov 19
Happy Monk Tidings - November 15, 2023 BAKER`S CHOICE this week: Olive Sourdough Loaf; AND: An Emotional Weather Report [ See LinkTree in Profile ] 🍞
Nov 15
Happy Monk Tidings - November 1, 2023 🍞 - BAKER`S CHOICE: Sourdough Sandwich Loaf; BLOG: Don`t Let That Wonder Lawyer Tell You It`s Not Real Bread! [ See LinkTree in Profile ]
Nov 1
Dylan Thomas, one of my muses, would have been 109 years old this Friday, Oct. 27. One of a small-handful of poets whose words are cherished and summoned often for their music and wisdom. They soothe, they sing, they evoke. I`ll be thinking of him this bread day, under "the mustardseed sun"….. and the "switchback sea"…. as he "celebrates and spurns his driftwood thirty fifth wind turned age."
.
.
.
.
#dylanthomas #poetsofinstagram #poetrylovers #poetryisnotdead #poetryofinstagram #poets #poetryislife #poetrylove #poetrydaily #poetryworld #poetryinstagram #bakerpoets #poetryforbakers #southpenderisland #penderisland
Happy Monk Tidings - October 25, 2023 🍞 - BAKER`S CHOICE - Sprouted Emmer Sourdough; BLOG: Happy Birthday, Dylan Thomas! [See LinkTree in Profile ]
Oct 25
Happy Monk Tidings - October 18, 2023 - 🍞: BAKER`s CHOICE: Seedy Spelt and Rye Bread; BLOG: It Starts With Wonder? What`s That?
Oct 18
Happy Monk Tidings - October 11, 2023 BAKER`S CHOICE: Potato Rosemary Bread; BLOG: Swimming with Otters 🍞
Oct 11
Happy Monk Tidings - BLOG: Abundance: Season of Apples; Baker`s Choice: Pender Island Apple Bread with Pender Apples and Twin Island Cider - October 4, 2023 🍞 [ See LinkTree in Profile ]
Oct 4
Happy Monk Tidings - September 27, 2023 🍞 - BAKER`S CHOICE THIS WEEK: Harvest Bread; BLOG: Positively Fourth Avenue - [ See LinkTree in Profile ]
Sep 27
Happy Monk Tidings - September 20, 2023 🍞 - BAKER`S CHOICE: Garlic Levain Bread; BLOG: Harumph! Author Says Leave the Baking to the Professionals! [ See LinkTree in Profile ]
Sep 20
A hefty Country Miche, formula from Breadlines published by Bread Bakers Guild of America. Hefty in size, hefty in flavour. Four flours (Sifted Metchosin Wheat, Rye, Buckwheat, Spelt), a super-active levain and an intense crust colour. I think I’m addicted! It’s kind of finicky, though, and trying to work out a reasonable schedule to produce 40 loaves for Happy Monk customers.
.
.
.
.
. #bread #realbread #naturallyleavened #baker #bakery #bbga #artisanbread #breadhead #sourdough #sourdoughbread #penderisland #southpenderislands #happymonkbaking #happymonkbakingcompany #wholegrainbread #breadhead #michebread #realbread #rusticbread #southerngulfislands #southerngulfislandsbakers #southerngulfislandsbakeries
Sep 14
