THE BAKER WHO DEFEATED McDONALD’S

After a five-year battle, the fast-food giant McDonald’s has retreated from a southern Italian town, defeated by the sheer wholesomeness of a local baker’s bread.

Beppe Digesù, the baker, said that he had not set out to force McDonald’s to close down in any “bellicose spirit”. He had merely offered the 65,000 residents tasty filled panini ? bread rolls ?which they overwhelmingly preferred to hamburgers and chicken nuggets. “It is a question of free choice”  Mr. Digesù said.

We asked him a few questions about his product that will be present at the Bellavita Expo in Amsterdam 20-21 November:

The product that best represents me in the world is the Altamura Bread. Everyone loves it for its fragrance, odor, goodness and longevity. It wins every challenge with all other kinds of bread and with those who think they can do without it. What makes it so unique is the sourdough, the only ingredient for a natural dough leavening.Nothing else but natural yeast dated 1939.

cialda bellavitaOur raw materials are strictly locally sourced. In fact, the semolina we use comes from grains cultivated exclusively in the Murgia territory also called “Il Granaio d’Italia” (the Granary of Italy).

Very popular is also our Focaccia di Semola Rimacinata from local durum wheat. This product was so popular that successfully prevented Mc Donald’s from opening a local branch. The famous short film “Focaccia Blues” tells the full story, and also pays tribute to an important recognition of our regionality.

We have been making bread for 150 years which despite of new techniques and technologies still maintains its craftsmanship. Old recipes with new machinery, antique techniques with quality systems. In few words, the pride of being bakers combined with the awareness of being in the third millennium. Therefore with pride we remain close to our history, tradition and territory.

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