Clean, organic, natural, whole: all are food buzzwords that bombard consumers every day, from packaging, TV ads, and social media posts. While it might be tempting to use them interchangeably as a synonym for “healthy”, the truth is that the definitions vary, and both consumers and food groups are still in the process of constructing these definitions.
The clean label movement defines “clean label” ingredients as those which are “natural, familiar, simple” and “easy to recognise, understand, and pronounce.” (Source) Sounds like something that should have always been the standard, right? Instead, it took a whole movement to bring about these changes because when food becomes an industry and profits take precedence, unpronounceable ingredients become essential to keep the conveyor belt moving.
We at OMBC pledged to adhere to clean label ingredients from day one. The mother who gets our milk bread delivered weekly can feed her children sandwiches and toast with the peace of mind that they’re not ingesting preservatives. The college student who is nostalgic for the time he spent in Paris last summer can bite into a croissant knowing that like the Parisians, we use only butter and no margarine. We are proud of the extra effort we put into perfecting baking techniques that allows us to adhere to this movement in which transparency and authenticity remain top values. Life is complicated enough: bread shouldn’t have to be!