Marketing Scoops: worse

Clara Molden for The Telegraph

Bread is my weakness. Sliced white toast, bagels, sourdough, rye bread, crusty white rolls, I love it all. This does not make me original. We Britons eat 37kg per person per year (the equivalent of 46 large sliced loaves) and we buy 11 million loaves each day, with white bread accounting for 71 per cent of total bread consumption. Personally, I have no off switch, and what’s worse is that it’s never satiating. Instead it’s like a gateway drug that soon leads to biscuits and then straight into the arms of Mr Kipling…….Continue reading…..

By: Miranda McMinn

Source: Telegraph

Critics:

Bread is one of the oldest prepared foods. Evidence from 30,000 years ago in Europe and Australia revealed starch residue on rocks used for pounding plants. It is possible that during this time, starch extract from the roots of plants, such as cattails and ferns, was spread on a flat rock, placed over a fire and cooked into a primitive form of flatbread. The oldest evidence of bread-making has been found in a 14,500-year-old Natufian site in Jordan’s northeastern desert.

Around 10,000 BC, with the dawn of the Neolithic age and the spread of agriculture, grains became the mainstay of making bread. Yeast spores are ubiquitous, including on the surface of cereal grains, so any dough left to rest leavens naturally. An early leavened bread was baked as early as 6000 BC in southern Mesopotamia, cradle of the Sumerian civilization, who may have passed on the knowledge to the Egyptians around 3000 BC.

The Egyptians refined the process and started adding yeast to the flour. The Sumerians were already using ash to supplement the dough as it was baked. There were multiple sources of leavening available for early bread. Airborne yeasts could be harnessed by leaving uncooked dough exposed to air for some time before cooking. Pliny the Elder reported that the Gauls and Iberians used the foam skimmed from beer, called barm, to produce “a lighter kind of bread than other peoples” such as barm cake.

Parts of the ancient world that drank wine instead of beer used a paste composed of grape juice and flour that was allowed to begin fermenting, or wheat bran steeped in wine, as a source for yeast. The most common source of leavening was to retain a piece of dough from the previous day to use as a form of sourdough starter, as Pliny also reported. The ancient Egyptians, Greeks, and Romans all considered the degree of refinement in the bakery arts as a sign of civilization.

The Chorleywood bread process was developed in 1961; it uses the intense mechanical working of dough to dramatically reduce the fermentation period and the time taken to produce a loaf. The process, whose high-energy mixing allows for the use of grain with a lower protein content, is now widely used around the world in large factories. As a result, bread can be produced very quickly and at low costs to the manufacturer and the consumer. However, there has been some criticism of the effect on nutritional value.

Bread is the staple food of the Middle East, Central Asia, North Africa, Europe, and in European-derived cultures such as those in the Americas, Australia, and Southern Africa. This is in contrast to parts of South and East Asia, where rice or noodles are the staple. Bread is usually made from a wheat-flour dough that is cultured with yeast, allowed to rise, and baked in an oven. Carbon dioxide and ethanol vapors produced during yeast fermentation result in bread’s air pockets.

Owing to its high levels of gluten (which give the dough sponginess and elasticity), common or bread wheat is the most common grain used for the preparation of bread, which makes the largest single contribution to the world’s food supply of any food. Bread is also made from the flour of other wheat species (including spelt, emmer, einkorn and kamut). Non-wheat cereals including rye, barley, maize (corn), oats, sorghum, millet and rice have been used to make bread, but, with the exception of rye, usually in combination with wheat flour as they have less gluten

Gluten-free breads are made using flours from a variety of ingredients such as almonds, rice, sorghum, corn, legumes such as beans, and tubers such as cassava. Since these foods lack gluten, dough made from them may not hold its shape as the loaves rise, and their crumb may be dense with little aeration. Additives such as xanthan gum, guar gum, hydroxypropyl methylcellulose (HPMC), corn starch, or eggs are used to compensate for the lack of gluten.

Bread has a significance beyond mere nutrition in many cultures because of its history and contemporary importance. Bread is also significant in Christianity as one of the elements (alongside wine) of the Eucharist,^[63] and in other religions including Paganism. In many cultures, bread is a metaphor for basic necessities and living conditions in general. For example, a “bread-winner” is a household’s main economic contributor and has little to do with actual bread-provision.

This is also seen in the phrase “putting bread on the table”. The Roman poet Juvenal satirized superficial politicians and the public as caring only for “panem et circenses” (bread and circuses). In Russia in 1917, the Bolsheviks promised “peace, land, and bread.” The term “breadbasket” denotes an agriculturally productive region. In parts of Northern, Central, Southern and Eastern Europe bread and salt is offered as a welcome to guests. In India, life’s basic necessities are often referred to as “roti, kapra aur makan” (bread, clothes, and house).

Words for bread, including “dough” and “bread” itself, are used in English-speaking countries as synonyms for money. A remarkable or revolutionary innovation may be called the best thing since “sliced bread”. The expression “to break bread with someone” means “to share a meal with someone” .The English word “lord” comes from the Anglo-Saxon hlāfweard, meaning “bread keeper.”

Bread is sometimes referred to as “the staff of life”, although this term can refer to other staple foods in different cultures: the Oxford English Dictionary defines it as “bread (or similar staple food)”. This is sometimes thought to be a biblical reference, but the nearest wording is in Leviticus 26 “when I have broken the staff of your bread”. The term has been adopted in the names of bakery firms.

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