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99% Invisible

137- Good Bread

99% Invisible

SiriusXM Podcasts and Roman Mars

Design, Arts

4.827.5K Ratings

🗓️ 22 October 2014

⏱️ 15 minutes

🧾️ Download transcript

Summary

The first print advertisement for Wonder Bread came out before the bread itself. It stated only that “a wonder” was coming. In a lot of ways, the statement was true. Wonder Bread was the perfect loaf. “Slow food” advocates have pronounced industrial …...

Transcript

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0:00.0

This is 99% invisible.

0:03.4

Eat one the bread. I'm Roman Mars.

0:09.2

When I think about white bread, I usually think of wonder bread, and I can picture the

0:13.6

loaves all lined up on the grocery store shelves in perfect uniform rows.

0:18.9

The red, yellow, and blue circles on the wonder bread label were supposed to conjure balloons

0:24.7

floating away, taking us somewhere, somewhere wondrous, somewhere better.

0:31.0

The first print advertisement for wonder bread, which actually came out before the bread itself,

0:35.9

stated only that a wonder was coming. That's Wonder Boy Sam Greenspan.

0:40.8

And in a lot of ways in its time, wonder bread really was a wonder. It was the perfect loaf.

0:46.7

But now, white bread, and not just wonder bread, but really any brand of industrially produced

0:51.2

white bread, it's thought of by food purists as part of a problem.

0:55.1

The problem being that we don't know where our food comes from, and we might be consuming

0:59.2

impure and unhealthy ingredients. The funny thing is, industrial white bread that evenly sliced,

1:05.2

squishy, moist, perfectly white, and wondrous loaf was once the highly designed solution

1:10.8

to that very same problem.

1:12.4

You want to grow bigger and stronger, don't you?

1:14.9

Golly, sure.

1:16.0

Okay, a sandwich daily in two slices of wonder bread every meal give you eight elements you need.

1:24.9

For much of human history, bread has been, and still is, one of the most important foods.

1:30.4

Our human ancestors 30,000 years ago had a crude form of bread, nearly every culture on earth

1:35.6

has some form of bread, and the importance of bread is, shall we say, baked into language.

1:41.1

Take, for instance, the word companion.

...

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