Indianapolis Times, Volume 42, Number 23, Indianapolis, Marion County, 6 June 1930 — Page 10

PAGE 10

Mr. Lowes, do you believe women of today are really interested in bread? f 4 Some women do pay little attention to the bread they buy. To them a loaf of bread is just a loaf of bread. To me the kind of bread one buys seems a most important matter. Everybody eats bread. It’s the chief source of the energy we all need. It can be a delicacy, too. And yet women who will spend twenty minutes buying a bit of ribbon will spend no time at all choosing a loaf of bread. ” How can you tell good bread? “That depends upon the kind of bread you prefer. Certainly the same standards do not apply to corn bread and whole wheat bread, to brown bread and white bread. And as for white bread, which is most popular in our country, you have the two main types, the sponge or soft loaf and the firm, substantially textured loaf.” How, then, can you judge of . white bread’s goodness? “The housewife has her own tests. Probably the most general standard of excellence is home-likeness. Everybody prefers the loaf that is most like the home-made bread we used-to have before home-baking went out of fashion.” What does home-likeness mean? “It means first of all a certain flavor—very appetizing—the flavor you get when the purest wheat and milk and yeast and other bread ingredients have been mixed in the right proportions and thoroughly baked.” How can you determine the purity of the ingredients used? “You can’t get a delicate, home-like flavor unless the best ingredients are used. Your own palate may be the judge of the proper flavor.

What is good bread? An interview with Mr. C. Leslie Lowes President of the General Baking Company

The above interview with Mr. Lowes is reprinted in Indianapolis today, preliminary to a very important announcement which will be made in this Sunday’s newspapers. This announcement will be of keen interest to every housewife.

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Another sure test of purity is toasting. If the aroma that comes from toast is clean and sweet, you may be pretty sure the baker has used quality ingredients.” Is texture important? “Decidedly. It is another test of pure ingredients. You simply can’t make a firm, closetextured loaf with anything but quality materials. Try it, and despite careful baking the loaf will be soggy and uninviting.” How can you tell a fresh loaf? “Certainly riot by pinching it with your fingers. Pinching breaks the delicate walls of the bread cells. A crumbly loaf, either for you or for your neighbor, is the result. Even more important is the fact that mere softness tells you nothing of the loaf’s goodness. When we want fresh bread, we want bread that is newly baked and rich in flavor. The closetextured, substantial loaf, fresh from the oven, is always firmer than the loose-textured, fluffy loaf. So the final arbiter of real freshness is the taste of the bread itself.” Can the baker give us really home-like bread? “Yes. If he has the courage. It takes courage to pay enough more for flour and milk

GENERAL BAKING COMPANY

THE INDIANAPOLIS TIMES

MR. C. LESLIE LOWES President of General Baking Company

and sugar and yeast and shortening to get the best. And to close the door absolutely on any kind of substitute for the only right bread ingredients. That takes courage, too.” Can women make better bread at home? “I don’t think they can, especially in the city, where they must contend with increasing smokiness, gas-and-dust-laden air, or sudden changes in temperature. In the modern bakery scientific devices insure ideal baking conditions. The air is washed of all impurities, and kept at just the right temperature. “And why should women bother to bake when they can command the services of experts who do nothing else? It’s a waste of time that women of today'know can be used to greater advantage, both to themselves and to their families.” What, in your opinion , makes the highest quality loaf? “First, pure ingredients, and plenty of them. The loaf must be perfectly baked. It must have really home-like flavor. Personally I prefer a bread of firm, close-knit texture and a good brown crust. Fresh, wholesome, substantial bread retains its flavor, slices easily and makes good toast. I want bread on the uniform quality of which reliance can be placed. And I want to know that it is baked in a modern, spotless kitchen by bakers who know their business, and delivered to my grocer by salesmen who make themselves responsible for its freshness.”

MR. LOWES says: Know the bread you eat—Make sure of these things: 1. Pure Ingredients 6. Freshness 2. Thorough Baking 7. Clean Slicing 3. Home-like Flavor 8. Good Toasting 4. Food Value 9. Uniform Quality 5. Even Texture 10. Careful Handling

.JUNE 6,1930