Edme launches campaign to change attitudes to bread

Edme Technical Director, Simon Wooster, explaining about cleaning the grain

Edme Technical Director, Simon Wooster, explaining about cleaning the grain

First published in North Essex

A MALTINGS company has launched a campaign to improve people’s attitudes towards bread.

Edme, based in Mistley, wants Grain for Good to show the health benefits of wholegrain cereals.

The event was launched with an open day where people got to tour the plant and visit the test factory, before trying some treats in a blindfold taste test.

James Smith, director at Edme, said: “The range of breads on offer is growing massively, and the quality has never been so good.

“But there are some strange attitudes towards this important part of our staple diet. That’s why we’ve launched our Grain for Good – natural ingredients for a fitter future campaign.”

During a survey the company found more that 50 per cent had given up bread at some point as part of a ‘low carb’ diet.

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