Together We Will…Eliminate Bleached and Bromated Flour

Just like it does for wine and cheese, the aging process produces better flour.

Naturally aged flour is better for baking and retains more nutritional value. And when allowed to age naturally, flour turns a consistent white color through oxidization. So why is bleached and bromated flour so prevalent? Simple. Using chemicals gets flour and baked products to the market faster, with no extra time or storage needed while waiting for grains to age, which makes the entire process cheaper for manufacturers.

At Earth Fare, we don’t allow bleached or bromated flour in our baked goods, crackers, cereals – not anywhere, in any products, in our stores.

We bet you wouldn’t make a sandwich out of bread that had been dipped in a pool or smeared with acne cream. And yet bleached flour is turned white with exactly those ingredients – chlorine gas or peroxides. Nutrients such as Vitamin E, phosphorus and iron are lost during the bleaching process.

A century ago white bread was considered food for the rich and was actually more expensive. In 1930, Wonder Bread brought white, sliced bread to the masses. Today refined bread made with bleached flour and chemicals dominates the shelves of many conventional supermarkets.

Bromating also involves adding chemicals. Potassium bromate is added to improve elasticity, giving the unaged flour better rising action.

We often worry about food from China and their lax quality standards. China, along with Europe, Canada and the UK have banned the use of peroxides and potassium bromate. In 1991, the state of California did declare potassium bromate a carcinogen and baked goods sold in the state containing bromate have a cancer warning; however, the FDA has not banned the use of these chemicals or the processes of bleaching and bromating flour. So we took it upon ourselves to do the banning.

We think natural ingredients are the best thing since sliced bread. Want to try some of our baked goods for yourself? Start with this coupon good for half off our cookies, brownies, and muffins. It’s only valid through Sunday, 10/16, so be sure to get yours today!

 

 

This entry was posted in Your Food and tagged , , , , , , , , , , . Bookmark the permalink.

6 Responses to Together We Will…Eliminate Bleached and Bromated Flour

  1. Elizabeth says:

    Thank you for this information. I did not know that flour was aged. I have always thought that as soon as your grind your berries they need to be used ASAP. My understanding was that all the nutrients would be lost before long. Something I need to research now so I can have a better understanding.

  2. Sara says:

    So if bleached/bromated products are anathema, why don’t you give me 50% off coupons for flour so I can make my own baked goods? Just saying…

  3. jane says:

    I’m hoping some of these 50% off cookies brownies and muffins are gluten free…!

  4. Wanda says:

    Thanks for the information about bleached and bromated flour. It would be wonderful if you could provide some recipes for making baked goodies with aged nonbleached/bromated flour.

Leave a Reply

Your email address will not be published. Required fields are marked *

*

You may use these HTML tags and attributes: <a href="" title=""> <abbr title=""> <acronym title=""> <b> <blockquote cite=""> <cite> <code> <del datetime=""> <em> <i> <q cite=""> <strike> <strong>

Before you comment, please take a moment to read our comment policy: Comments containing profanity or inflammatory language will not be posted. If you require technical assistance or help with a coupon, please email us at information@earthfare.com. The blog is not a technical support forum, and requests may not be responded to if they are left as comments on the blog. The best way to receive help is to email us directly. If you would like to leave feedback for a specific store, please contact the store directly or email us at information@earthfare.com so that we can direct your comments appropriately.