the new real bread
First the corporate bakers replace bread with a packaged, highly uniform item based on the cheapest ingredients and most cost-efficient production methods. By comparison, old fashioned bread is too slow, too difficult to make; it has a shorter shelf life and can be shown to appeal to fewer customers: they drop it from their repertoire, on the basis of the fall in demand they themselves have stimulated. As a result, perhaps a generation later, there begins to be seen a minor but discernible movement in the population itself towards “real” bread, generally defined as “wholemeal”; a bread which, though it is slower to make and harder to store, has all the qualities manufactured bread now lacks–taste, texture, substance & so on. The corporate bakers ignore this “new” bread until it begins to win publicity & shelf-space, at which point they claim that its entire raison d’etre is baseless: their product adheres fully to the regulations that define bread; it is just as good, just as wholesome, nutritious and fulfilling to eat; and anyway, people prefer its qualities of softness, reproducibility and long shelf-life. They commission advertising around these points. They commission nostalgia advertising. The wholemeal market, though still small, continues to grow. The corporate bakers commission cultural attack advertising, which shows ordinary, decent voters trying to make fish-finger-&-tomato-sauce sandwiches with “difficult” & foreign breads. But while these ads are comedy & rhetorical gold, and work well with the confirmation biases of eighty percent of the bread market, it’s now clear to corporate accountancy that there is in fact money to be made from the other twenty percent. Achieving by political lobby a change in the rules that define the notion of “wholemeal” which allows them to make a cheap, long-life, soft-feel imitation and still call it “real bread”, the corporates begin their move back into the slice of the market they voluntarily vacated a generation before, publicly condemning the “crushing consistency” of their own core product and tempting wholemeal experts away from their start-ups to design & package lines of the new real bread they will move through locally branded outlets set up on the sites of the old high street bakeries. Equilibrium returns. Everyone is safe.