Baking Better Bread Or Just Making More Dough?

'In February, mega-food company Sara Lee launched the Eco-Grain™ label for its EarthGrains breads with a major marketing campaign that blanketed the Web, Facebook, Twitter and National Public Radio.

Sara Lee billed the trademarked product as “environmentally friendly” bread that “will save the earth, one field at a time” because Eco-Grain wheat is grown with “precision agriculture.”

Though actually used in small proportions in its EarthGrains brand breads, Eco-Grain is touted by the company as more sustainable than organic grain. What has been described as a “crass and exploitative marketing ploy” has angered many in the organic community.'


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