Real Bread Week review

The Real Bread Campaign’s 15^th annual, international Real Bread Week once again welcomed people from around the globe to the celebrations.

We saw people getting involved in around 40 countries including: Aruba, Australia, Austria, Brazil, Cambodia, Canada, Chile, Croatia, Curaçao, Ecuador, England, Estonia, Finland, Germany, Grenada , India, Ireland, Isle of Man, Italy, Kurdistan region of Iraq, Mexico, Netherlands, New Zealand, Northern Ireland, Norway, Pakistan, Philippines, Portugal, Scotland, Singapore, South Africa, Spain, Sweden, Switzerland, Syria, United Arab Emirates, USA, Uzbekistan, Wales.

Collectively, the #RealBreadWeek, #RealBreadCampaign and #RealBread hashtags were used more than 3,270 times on Instagram alone. 

Awareness raising

Media outlets covering Real Bread Week included: Bakery & Snacks, Belfast Telegraph, British Baker, Daily Independent (USA), delicious, Express, Farming Life, Fife Today, Food Republic, Good Housekeeping, Grocer, Saturday Kitchen (BBC One), Scotsman, Take a Break, UDN (Taiwan), Waitrose Weekend, Worcester News.

Have you spotted any Real Bread Week media coverage we missed? Please email us.

What went on

In addition to the classes, bakery specials, tastings, homebaking and other activities that went on around the globe, the Real Bread Campaign organised or was involved in: 

• Bankers for Bakers
• Bread machine amnesty
• Roots to Real Bread
• Scottish Festival of Real Bread

I’ll be bake

Real Bread Week will return in 2025 from 15 to 23 February. While you’re putting that in your diary / marketing calendar, please also make a note of (and put your thinking cap on for) this year’s Sourdough September.

Who got involved and how?

As noted above, many thousands of people baked, bought and boosted around the world. 102 people (download more details) kindly took up our invitation to give feedback.

• 73 Made Real Bread for themselves, family, friends etc.
• 36 Bought Real Bread from a local bakery
• 19 Taught Real Bread skills/knowledge
• 12 Made Real Bread for sale

The majority (66%) of respondents described themselves as hobby/home bakers.   

Of the 79 people who responded to the question about ethnicity, 71 identified as White.  Of the 80 people who responded to the question about gender, 50 identified as female / woman and 30 as male / man. Of 75 people who responded, 68 indentified as heterosexual / straight, 5 as homosexual / gay / lesbian, and 3 as bisexual. 6 people identified as having a physical disability.

Where people took part

• 74 England
• 11 Scotland
• 9 USA
• 2 in each of Ireland, Northern Ireland and Wales
• 1 in each of Canada, France and Isle of Man

This suggests that we need to work harder to encourage and support a greater diversity (in all senses) of people to get involved in and benefit from our activities and/or to respond to requests for feedback.

What people said

These are what survey respondents said was the best thing the Campaign offered / did:

• 31 Inspiration / encouragement to bake
• 20 Media work to promote Real Bread Week
• 14 Free recipes on Campaign website
• 10 Real Bread Map
• 9 Social media activity

Here's a small selection of the many positive comments we received....

'Haven’t baked in ages and ages, and real bread week inspired me to pull my finger out and get a well overdue bake on! Enjoyed so much I’ve just fed my starter again to get another bake on this week ❤️' Lisa Greenhalgh

'Great campaign and so important in these days of highly processed foods.' anon

'Although it is a British organization, I absolutely love how you try to encourage and involve basically the whole world!' Susanne Weissenberger, White Mountain Sourdough

'I thought the week was brilliant giving me an opportunity to reach out, discuss and encourage. The breadmaking machine amnesty was genius 🙌 There seems to be a bit of shame and snobbery about using them. Good to debunk that one 👏 It felt empowering to be part of something much bigger 🔥🔥🔥' @breadtimestoryteller

'Love what you guys are doing. I’m convinced the wave of gut health problems and gluten intolerance stems from people buying horrible supermarket processed loaves.' Marina Steel

'I really appreciate the work you do to promote Real Bread - please keep up the campaigns and lobbying.' Peter Garner

'Even though we were separated by thousands of miles, we felt very connected to the Real Bread Campaign through the spirit of Real Bread which unites us all. Thank you so much for your tireless efforts in educating people about the most corrupted food on the planet and providing valuable information to help people be more informed to make better bread choices.' Sibyl León-Lamica, BREAD Encounters

'You encourage participation in home bread making and give home bakers a source of inspiration.' anon

‘Real Bread Week is an opportunity to celebrate and be celebrated, whilst inviting everyone to come and join the party!’ Sara Ward, Hen Corner

‘Real Bread Week shines a spotlight on people who work with energy and integrity against the industrial loaf juggernaut. It gives focus and inspiration to the fight against ultra-processed food products and is a welcome excuse to celebrate the real thing.’ Hannah Ewan, Scotland The Bread

'We made lots [of Real Bread] in our home in NZ. Congratulations on all your hard work!' @bagstille

'I think that the Campaign's work in raising awareness of what Real Bread is, and what it isn't, is invaluable. I'm especially impressed by your determination to extend that awareness beyond the confines of white, middle class 'foodies' and others with the money to indulge their preferences - a group to which I freely admit that I belong!' Stephen Brown 

'I've learnt a lot from your info and can't look at a white pan loaf in the same way ever again!' anon