CLEAN BREAD OPERATION
In order to keep abreast of the requirement of French consumers for healthier products, independent bakeries and chains are turning to ‘clean’ bread produced using responsible flour of French origin.
The French bakery chain Ange adopted the principles of reasoned and controlled agriculture – CRC –more than ten years ago. They propose baguettes produced with flours made from French cereals, cultivated according to the principles of reasoned farming with no treatment after harvest. The sector also guarantees fair prices for the producers and respect for the environment. Back in 1990, CRC was a pioneering concept. Today it satisfies a major preoccupation for French consumers who want better quality and improved traceability. ‘It is essential to raise awareness and ensure that everyone can eat quality bread’, explains François Bultel, cofounder of Ange, responsible for CRC.
Kayser bakeries have more than thirty shops in France and 200 throughout the world. They have also invested in healthy bread and offer loaves using liquid sourdough and flour that is locally sourced, CRC, Label Rouge certified or organic. The market is growing rapidly, for example la P’tite Boulangerie, created in 2016 is booming (20 independent bakeries to be established in 2019) also guarantees flour that is 100 % French origin, organic and sourced locally.