The Campaign launched The Loaf Mark scheme in 2011, which helps bakers give a visual assurance to consumers that their bread is made without additives. Its sourdough counterpart was created in 2020, reserved for bread leavened only using a live starter culture.
“We were asked to do this quite a while ago but people couldn’t agree on the translations,” said Real Bread Campaign coordinator Chris Young.
“Thanks to the Welsh Government’s Helo Blod service, we’re now confident these logos will be of value to Welsh speaking bakers and shoppers.”
How it works
Run by the food and farming charity Sustain, the Real Bread Campaign is working to get all bakers and retailers to display full lists of ingredients used in their bread, including any additives.
It continues to lobby for the Honest Crust Act to improve official labelling and marketing laws, which it says will enable shoppers to make better-informed food choices and to help create a more level playing field for small, independent bakeries.
The Campaign's Mark can be displayed on product packaging, shelf labels or point of sale display. To use it, there is a small fee and a baker or retail must sign an annual agreement that they will only use The Loaf Mark to promote what the Campaign calls 'real bread' and The Sourdough Loaf Mark to promote genuine sourdough bread.
Real Bread is defined as made with all-natural ingredients, without the use of any processing aids, chemical leavening or other additives, with the exception of the fortificants the law requires millers in the UK and some other countries to add to almost all bread flour.
Genuine sourdough is defined as Real Bread leavened only using a live sourdough starter culture.