Nothing like a good old-fashioned loaf of bread to make you feel warm, fuzzy, and full. It's not surprising that bread is one of the most important staple foods in every household in Australia as it is widely available, affordable, and filling (sorry gluten-free readers).

But imagine the surprise of a bunch of shoppers who, while perusing the bread aisle of an Australian grocery store, noticed something that would have them dropping their jaws in shock...

One of the loaves was labelled 'XL Sourdough Bread', and its $13.99 price tag had unsuspecting shoppers thinking they'd stepped into some kind of bread dystopia.

One shopper, who was shocked by the price of a loaf of bread, took to the internet to share his frustration.

Sharing a photo of the price tag of the 1.4kg extra-large sourdough from Wiffens at Fyshwick Markets in Canberra, the stunned customer shared: ‘For the love of God, check the price before you pick up and pay for a loaf of bread. I needed a lie-down.’

The shopper said that the price of the sliced bread left him confused. Credit: Reddit.

Many flocked to the post to share their opinions. It even prompted one to ask how bread could cost so much.

‘$14 for a loaf of bread? That's crazy!’ the user wrote.

‘$13.99 is the new $4.50…’ another said.

A third chimed in: ‘Holy cr*p, it’s made of gold.’

But a spokesperson for the shop came to its defence, asserting that its $13.99 price was due to rising costs of production and business expenses.

The spokesperson also explained that the 1.4kg extra large sourdough is 'approximately twice the size of a normal loaf'.

'I feel this [Reddit] post lacked detail or context and these kinds of comments can be very harmful to local businesses like us, as well as the local bread supplier this product is from,' the representative argued.

Canberra's Wiffens Market has defended the Three Mills Bakery's 'high quality' sourdough. Credit: Facebook.

'This is a local bread made by Three Mills Bakery, this is the recommended retail price and our margins on this fresh product are not very large as it is a competitive market.'

'This product has one day’s [best before] date on it, [and] if you have to discount or dispose of even one loaf of bread a day you lose any profit on four to five other loaves.'

'This bread is an extra large loaf of bread as you can see on the label in the post - approximately twice the size of a normal loaf at approximately 1.4kg. Most bread is approximately half this, so on a per gram price comparison to other artisanal loaves this is very comparable.'

'The price needs to be put in that context - it is for families, large households who would prefer a large loaf.'

They also added that other specialised or artisanal bread suppliers such as Sonoma and Brasserie Bread charge $8 for those same-sized (but regular) loaves.

'Comparing this price to similar bread using the same labour-intensive methods - i.e. not supermarket factory bread or chain bakery bread - this price fits in with the market,' the spokesperson continued.

'In addition, there have been factors impacting bread prices over the last 12 months - in particular, the increasing price of wheat.'

The representative also pointed out that a comment, that was taken out of context, from a single customer could ruin the reputation of a retailer when there are so many fascinating and wonderful stories about local suppliers and businesses supporting one another and selling local products.

They shared: 'For example in another Reddit post, I saw another post complaining about the cost of cookie dough at the IGA. This is a local businesswoman who has started making handmade cookie dough that is fresh and free of additives and selling this to local businesses.'

'This is a labour-intensive business and, [unlike] many food businesses, the people who are food producers are not doing it to fleece customers or make tonnes of money.'

The spokesperson continued by saying that food manufacturers like these frequently go out of business while attempting to set fair rates for their goods.

'I just find that online comments can be very uninformed,' they said.

Several Reddit users backed the shop, stating that the bread in question was 'the best' and worth the price.

One user claimed: 'Properly crusty crust, good texture and consistency, superior taste.'

'Mine lasts our household of two well over a week. It’s also super filling,' another added.

A third chimed in: 'I buy Three Mills bread in XL and it’s worth every penny in my opinion.'

Key Takeaways

• Wiffens at Fyshwick Markets in Canberra has come under fire for charging $13.99 for an extra-large loaf of bread.
• The store spokesperson has defended its decision, explaining that the price is quite reasonable for an artisanal bread of that size and that there has been an increase in the cost of wheat over the past year.
• Reddit users have come to the defence of the store, sharing their positive experiences with the bread and saying it is worth the price.

Whether you agree with its outrageous cost or not, some things are certain: That single loaf of sliced bread is not exactly what we'd call budget-friendly.

But if you're a bread aficionado, you know that artisanal bread, with its inherent richness in flavour and texture, is definitely worth it.

Not all bread is made equal, folks.

There you have it! What are your thoughts on this? Share them with us in the comments below!

 

[Macarj]

Nothing like a good old-fashioned loaf of bread to make you feel warm, fuzzy, and full. It's not surprising that bread is one of the most important staple foods in every household in Australia as it is widely available, affordable, and filling (sorry gluten-free readers).

But imagine the surprise of a bunch of shoppers who, while perusing the bread aisle of an Australian grocery store, noticed something that would have them dropping their jaws in shock...

One of the loaves was labelled 'XL Sourdough Bread', and its $13.99 price tag had unsuspecting shoppers thinking they'd stepped into some kind of bread dystopia.

One shopper, who was shocked by the price of a loaf of bread, took to the internet to share his frustration.

Sharing a photo of the price tag of the 1.4kg extra-large sourdough from Wiffens at Fyshwick Markets in Canberra, the stunned customer shared: ‘For the love of God, check the price before you pick up and pay for a loaf of bread. I needed a lie-down.’

The shopper said that the price of the sliced bread left him confused. Credit: Reddit.

Many flocked to the post to share their opinions. It even prompted one to ask how bread could cost so much.

‘$14 for a loaf of bread? That's crazy!’ the user wrote.

‘$13.99 is the new $4.50…’ another said.

A third chimed in: ‘Holy cr*p, it’s made of gold.’

But a spokesperson for the shop came to its defence, asserting that its $13.99 price was due to rising costs of production and business expenses.

The spokesperson also explained that the 1.4kg extra large sourdough is 'approximately twice the size of a normal loaf'.

'I feel this [Reddit] post lacked detail or context and these kinds of comments can be very harmful to local businesses like us, as well as the local bread supplier this product is from,' the representative argued.

Canberra's Wiffens Market has defended the Three Mills Bakery's 'high quality' sourdough. Credit: Facebook.

'This is a local bread made by Three Mills Bakery, this is the recommended retail price and our margins on this fresh product are not very large as it is a competitive market.'

'This product has one day’s [best before] date on it, [and] if you have to discount or dispose of even one loaf of bread a day you lose any profit on four to five other loaves.'

'This bread is an extra large loaf of bread as you can see on the label in the post - approximately twice the size of a normal loaf at approximately 1.4kg. Most bread is approximately half this, so on a per gram price comparison to other artisanal loaves this is very comparable.'

'The price needs to be put in that context - it is for families, large households who would prefer a large loaf.'

They also added that other specialised or artisanal bread suppliers such as Sonoma and Brasserie Bread charge $8 for those same-sized (but regular) loaves.

'Comparing this price to similar bread using the same labour-intensive methods - i.e. not supermarket factory bread or chain bakery bread - this price fits in with the market,' the spokesperson continued.

'In addition, there have been factors impacting bread prices over the last 12 months - in particular, the increasing price of wheat.'

The representative also pointed out that a comment, that was taken out of context, from a single customer could ruin the reputation of a retailer when there are so many fascinating and wonderful stories about local suppliers and businesses supporting one another and selling local products.

They shared: 'For example in another Reddit post, I saw another post complaining about the cost of cookie dough at the IGA. This is a local businesswoman who has started making handmade cookie dough that is fresh and free of additives and selling this to local businesses.'

'This is a labour-intensive business and, [unlike] many food businesses, the people who are food producers are not doing it to fleece customers or make tonnes of money.'

The spokesperson continued by saying that food manufacturers like these frequently go out of business while attempting to set fair rates for their goods.

'I just find that online comments can be very uninformed,' they said.

Several Reddit users backed the shop, stating that the bread in question was 'the best' and worth the price.

One user claimed: 'Properly crusty crust, good texture and consistency, superior taste.'

'Mine lasts our household of two well over a week. It’s also super filling,' another added.

A third chimed in: 'I buy Three Mills bread in XL and it’s worth every penny in my opinion.'

Key Takeaways

• Wiffens at Fyshwick Markets in Canberra has come under fire for charging $13.99 for an extra-large loaf of bread.
• The store spokesperson has defended its decision, explaining that the price is quite reasonable for an artisanal bread of that size and that there has been an increase in the cost of wheat over the past year.
• Reddit users have come to the defence of the store, sharing their positive experiences with the bread and saying it is worth the price.

Whether you agree with its outrageous cost or not, some things are certain: That single loaf of sliced bread is not exactly what we'd call budget-friendly.

But if you're a bread aficionado, you know that artisanal bread, with its inherent richness in flavour and texture, is definitely worth it.

Not all bread is made equal, folks.

There you have it! What are your thoughts on this? Share them with us in the comments below!

You can't compare that loaf to a 700gram mass produced loaf

 

[Ricci]

I stopped making my own bread. I used to make it all the time but it would disappear in a flash! That's the problem, it smells so delicious as it's baking it really gets your juices flowing, and who can resist fresh, warm bread liberally spread with butter!!

 

[Ronloby]

A lot of people do not realize it takes longer to make Sourdough Bread than normal bread. It also doesn't have all the extra ingredients that normal white bread has. If you make genuine Sourdough Bread it most likely only has 3 or 4 ingredients compared to normal bread. Ie: flour, salt, bread enhancer and Sourdough Starter, that is all. I have been making my own sourdough bread for many years now and will never eat normal bread anymore.

 

[Jill57]

I would not pay that for a loaf of bread.

I make the best rustic bread for like maybe $1.50.
No kneading and so easy.

Seriously the best bread. I make this especially to serve with casseroles and soups

View attachment 10762

Ingredients​

• 3 cups (450g) flour , bread or plain
• 2 tsp instant or rapid rise yeast / active dry yeast)
• 11/2 tsp cooking cooking salt table salt
• 1 1/2 cups (375 ml) very warm tap water

DOUGH SHAPING​

• 1 1/2 tbsp flour , for dusting

Instructions​

• Mix Dough: Mix flour, yeast and salt in a large bowl. Add water, then use the handle of a wooden spoon to mix until all the flour is incorporated. Dough will be wet and sloppy – not kneadable, but not runny like cake batter. Adjust with more water or flour if needed
• Rise: Cover with cling wrap or plate, leave on counter for 2 – 3 hours until it doubles in volume, and the top is bubbly . If after 1 hour it doesn’t seem to be rising, move it somewhere warmer
• Preheat oven Put dutch oven in oven with lid on . Preheat to 230°C/450°F (220° fan) 30 minutes prior to baking.
• Shape dough: Sprinkle work surface with 1 tbsp flour, scrape dough out of bowl. Sprinkle top with 1/2 tbsp flour.
• Using a knife fold the sides inwards (about 6 folds) to roughly form a roundish shape.
• Transfer to paper: Slide a large piece of baking paper (not wax paper) next to the dough, then Slide or push it towards the middle, then reshape it into a round(ish) shape.
• Dough in pot: Remove hot dutch oven from oven. Use paper to place dough into pot, place lid on.
• Bake 30 minutes covered, then 12 minutes uncovered or until deep golden and crispy.
• Cool on rack for 10 minutes before slicing

Yum I will have to get back to bread baking I did it when my family was growing up