A new initiative in Bristol is offering families an affordable alternative to traditional white sliced bread. The project, led by Jodie Smith, is focused on promoting wellbeing by providing an additive-free wholemeal and white loaf to the community. This unique loaf, called ‘JustBread,’ contains 15% wholemeal flour and is made without any additives.
Since November 2022, the ‘JustBread’ loaves have been available for purchase at just 75p each. This price point makes it more affordable than many brand-name loaves and even some supermarket own-brand options. The project aims to cater to families in Bristol, many of whom are accustomed to consuming white sliced bread but are now embracing this new artisanal alternative.
The initiative is part of the broader efforts of Heart of BS13, a charitable organization addressing food insecurity in the area. The project aligns with other social enterprise ventures under Heart of BS13, including a market garden, flower farm, city farm, and frozen meals production kitchen. The goal is to provide better quality bread at reasonable prices, ensuring that families have access to nutritious and wholesome options.
By collaborating with local bakeries like Hart’s Bakery, which produces the ‘JustBread’ loaves, the project is making strides in promoting healthier food choices. The positive feedback from customers reinforces the importance of offering nutrient-rich bread options. With the success of the ‘JustBread’ initiative, there is a growing shift towards supporting local, artisanal bakeries and moving away from mass-produced supermarket bread
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