bake - March 2018 - 28



Industry leaders share their visions
of where the marketplace is heading.

Bread plays a pivotal role in the fabric of the world.

States. The founder of the San Francisco Baking

Leaders from

This is sometimes forgotten in discussions about the

Institute and co-founder of the award-winning San

Lesaffre and other

future of bread and where it fits into a healthy diet.

Francisco retailer b. patisserie (with co-owner Belinda
Leong), Suas told a Europain Forum audience that

prominent organizations spoke

"There are a lot of traditions around breads in many

healthy bread with whole grains "is moving up" and

about the future of

countries," Antoine Baule, managing director for

that "retail bakery is coming back to the big city and

bread trends dur-

Lesaffre, told attendees of a Feb. 5 educational forum

the small city" in America.

ing Europain 2018.

during Europain 2018 in Paris. "I think bread leads to
childhood memories for many people."

The challenge to future growth for artisan bread
depends on the ability of bakers to produce whole

Baule points out that bread bakers worldwide are

grain and "healthy" breads that look as "sexy" as they

dealing with three main trends: snacking breads,

taste, Suas said.

traditional breads (thicker crusts, stronger flavors)
and healthy breads.

"When you look at it, it looks great. When you taste it,
it tastes great," he said. "If it doesn't taste good, don't

"More and more, we see bread consumed as snacks,"

do it. Those types of breads are worst to consume if

he says. "Even in Asia, food spots are developing

not made properly."

their snacking corner."

What strikes Lesaffre is the growing diversity of
the global bread marketplace, Baule says. Some

"Healthy but sexy" are the words Michel Suas uses

consumers seek out healthy breads. Others demand

to describe the future of artisan bread in the United

traditional breads. Still others want snacks.

28 < MAR 2018 |


more and more. I think bakers are already developing

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