When it comes to breadmaking , the two major chains , Coles and Woolworths , are a crumby lot. Former Victorian premier Jeff Kennett sparked an ACCC inquiry when he discovered that freshly baked bread-sourdough and muffins-had been made from ingredients in Ireland, a wee bit difficult to freshly bake . A Queensland person complained a loaf of " freshly baked" sourdough was frozen inside. ACCC ordered Coles not to use this freshly baked form of advertising for three years .
And now , in Townsville , at the large Stockland shopping centre , the Woolworths store, without explanation , no longer sells sourdough . Sourdough customers are peeved and crusty. Staff there could not provide an explanation for the strange case of the missing sourdough and said customers had complained .
One disgruntled Townsville sourdough customer was told to try the Woolworths Select stone baked Ciabatta , with Kalamata olive , one of " a range of rustic artisan breads " which is baked AT HOME for 18 minutes...just like you would get from a bakery. Bunged in the oven and heated up does not sound like the act of an artisan to this blogger who finds it hard to boil water let alone turn on an oven and has fond memories of deliciously smelling real bakeries in New South Wales and New Zealand before breadmaking was crushed and sliced up by combines and supermarkets. Ah, capitalism and advertising combined to leave us with the tasteless crumbs. Somebody in Woolworths deserves to be beaten over the knuckles with an Irish shillelagh or the frozen staff of life.
