Australian bread can be labeled 'sourdough' even if it is not 100% sourdough. Kingsley Sullivan from New Norcia Bakeries (Western Australia) is fed up with bakeries passing off flavoured and yeasted bread as the real thing. He has taken a bold step and invited the ACCC* and FSA* to review the standard for bread labelled 'sourdough' in Australia.
Kingsley met with the ACCC recently and showed them an example of fake sourdough; it was a straight white yeasted bread that contained no sourdough culture whatsoever!
See this extract from The West Australian
Bread eaters are being duped. In some cases a flavouring is simply added to straight yeast dough in an attempt to encourage customers into paying higher prices. It is ridiculous and an insult to the art of baking.
Quote from the ACCC web site:
Whether labels are required by law, or are voluntary, they must accurately reflect the product contents because consumers depend on this information to make informed and better choices.
The Artisan Baker Association support this long overdue push and is preparing a submission to ACCC with Kinglsey and other concerned bakers and bread eaters. We would also like to thank Steve and Alison Arnott for creating awareness about this issue several years back.
How you can help:
We urgently need as many people as possible to express their concern about misleading and deceptive labeling of 'sourdough' bread in Australia. It takes only 10 minutes to make a complaint to the ACCC.
* ACCC - Australian Competition and Consumer Commission
* FSA - Food Standards Australia and New Zealand