Have you ever wondered how white bread is white if it comes from yellow-brown wheat? Here’s how: the flour turns white because it is bleached with harsh chemicals. Wait…chemical bleach? Yes, that is correct – the whitening process uses chlorine gas, and the idea is similar to bleaching clothes or the bathroom tub.
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But, did you know that it’s not the white color that is actually the problem? In fact, flour will whiten NATURALLY with time. That’s right! Flour whitens naturally, but some companies still add harsh chemicals to whiten the flour faster. Why do they do this? To get product to market faster.
But, did you also know that the bleaching and refinement process removes the healthiest parts of the wheat grain (the bran, and the germ)? In fact, all of these nutrients are lost:
- 50% of healthy unsaturated fatty acids
- Most of the vitamin E
- 50% of calcium
- 70% of phosphorus
- 80% of the iron
- 90% of the magnesium
- Between 50-80% of B vitamins
Since all these nutrients are lost, many companies chemically add nutrients back into the flour, otherwise known as “enriched” flour. But, “enriched” does not undo the harmful effects of bleaching. Bleach has been linked to asthma, diabetes and certain cancers. It’s even BANNED in Canada, Europe and Australia.
What do you think? Is artificially whitening really worth the health risks?
To avoid bleached flour, READ THE INGREDIENTS! If the flour is bleached, the ingredient list will say, “Bleached Flour.” Also, avoid chemicals like benzoyl peroxide, calcium peroxide and chlorine dioxide. At Earth Fare, we’ve banned these ingredients for you so you won’t have to worry about finding bleached flour on our shelves!
It’s amazing to me when other industrialized countries ban ingredients/additives, and yet ours allows them. Really?!
Maria
June 8th, 2010 at 12:59 pmpermalink
I had no idea that’s what “enriched” flour meant – the industry trying to mask the problem they created – CRAZY. I agree with Maria – this country is Industry first and health and common sense last! Thanks for making it easy for me Earth Fare!
Rosa
June 8th, 2010 at 3:51 pmpermalink
found your site on del.icio.us today and really liked it.. i bookmarked it and will be back to check it out some more later
veterinary technician
June 9th, 2010 at 1:48 ampermalink
I was reading some of the ingredients in your catsoup and one was “zanthan” – just how healthy is this?
I have read that palm oil is NOT GOOD for you.
Also, many people who have had hormone related cancer are really not supposed to have a lot of soy products, especially the soy oil. Yet I see that in some of your products, it is listed as an ingredient.
Thanks for the opportunity to ask these questions. I love your store and do shop there.
Oh, where do we find out what your “free” product of the week is?
Florence Samuels
June 9th, 2010 at 8:13 ampermalink
Very informative. Thanks, Earth Fare for the quick tutorial.
VeganGuy
June 9th, 2010 at 10:50 ampermalink
Good. Got to get me some of that bread.
jed
June 9th, 2010 at 10:57 ampermalink
good. Got to get me some of that bread.
Did you mention that most meat is treated with Amonia?
Mmm Goood!
nothing like chlorine and amonia to clean us.
jed
June 9th, 2010 at 10:58 ampermalink
You’re welcome, Vegan guy!!
earthfare
June 9th, 2010 at 11:43 ampermalink
Isn’t it crazy that the industry does not care about health? But, we do! We’re glad we made it easy for you.
earthfare
June 9th, 2010 at 11:49 ampermalink
Haha yes, it’s true, Maria! Thanks for the comment.
earthfare
June 9th, 2010 at 11:49 ampermalink
Does Earthfare have a whole wheat bread that is vegan that
only has honey, whole wheat flour, yeast, salt and water?
Why does Earthfare use vinegar instead of lemon juice in its products on the shelf as well as the deli?
Earline Phillips
June 9th, 2010 at 1:45 pmpermalink
Thanks for your questions, Earline! Please check with your Food Service and Grocery managers for the bread. As for the lemon and vinegar, we’d have to know what products you were talking about. Both are preservatives, and both add flavor so which is used probably depends on and what flavor is trying to be achieved.
earthfare
June 9th, 2010 at 2:34 pmpermalink
Thanks for the question, Jed! In this post, we were talking about bread and chlorine, not meat. But watch for an upcoming issue of Itty Bitty Bites where the heroes get trapped in a Factory Farm meat processing plant where we will discuss irradiation and ammonia in the treatment of our foods!
earthfare
June 9th, 2010 at 2:35 pmpermalink
Florence, thank you for your questions! While some people with corn, wheat or soy allergies may have xantham gum sensitivities, xantham gum is a natural thickener that is generally regarded as safe. Soy is a natural ingredient that we allow. While it is rich in phytoestrogens (plant-based mimics of our own natural estrogen) and may not be appropriate for some individuals at certain stages of their lives or with certain medical conditions, it is not bad for everyone. We hope this helps! We are glad you enjoy your shopping experiences with us.
Also, for the “free” product of the week, sign up for our weekly emails! We send out coupons with awesome freebies! You can do so at the bottom of our website. Let us know if you have questions!
earthfare
June 9th, 2010 at 2:49 pmpermalink
Just came from Earth Fare with some natural whole wheat bread (and lots of other stuff)…
VeganGuy
June 9th, 2010 at 4:02 pmpermalink
I wonder if you carry Barramundi fish or Mangoteen fruit or
fruit juice.
Lisa Folk
June 10th, 2010 at 7:36 ampermalink
Yum, sounds good VeganGuy!
earthfare
June 10th, 2010 at 10:28 ampermalink
I heard canola oil is not good for you either, but you can find it in many prepared and processed foods
jacci usack
June 12th, 2010 at 10:19 ampermalink
Why don’t you carry the Tofurky brand of frozen pizzas? I can’t seem to find them anywhere (around the Charlotte area). The only non-dairy pizzas at the Earthfares in my area (I think the brand is Amy’s or something) still contain casein which is NOT vegan friendly. Fruschetta used to be the bomb. I miss frozen pizza. (sigh)
TheHungryVegan
June 16th, 2010 at 7:21 ampermalink
@TheHungryVegan, I’ll look into it for you! Thank you for your suggestion.
earthfare
June 16th, 2010 at 11:04 ampermalink
@TheHungryVegan, I checked in with our Category Manager and he says it’s likely you’ll see these pizzas on our shelves later in the summer. Great minds think alike!
earthfare
June 16th, 2010 at 11:31 ampermalink
Enjoy you watching out truly watching out for the people of America. I was hoping to find those small bananas you find in the Mexican Store, even .
Blessings,
Frances
July 7th, 2010 at 3:02 pmpermalink