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Bread - US - June 2009

Bread is a mature market with 99% US household penetration. From 2003-07, sales were essentially flat after accounting for inflation. However in 2008, amid a troubled economic climate, bread sales surged as consumers shifted from eating meals out at restaurants to preparing meals at home.

This report discusses how consumer trends, the economy, and product innovation are shaping the bread market. In addition to presenting sales data by segment, supplier and brand, the report considers a range of topics, including:

  • How the healthy eating trend has transformed the category during the past five years
  • How the current economic recession is changing the way consumers shop for bread
  • The impact of rising retail prices for bread
  • Why growth in the fresh buns/rolls/croissants segment is outpacing other segments
  • How private label brands are reinventing themselves—and stealing market share
  • A spotlight on two brands, Pillsbury and Healthy Life, that have carved out distinct brand identities to help them stand out in a crowded category
  • How brands are using advertising to clear up the confusion around whole grain breads and push bake-at-home breads as a way to make at-home meals feel special
  • The latest trends in product innovation, from artisan breads to functional breads
  • Separate analysis of usage data for high-potential demographic groups

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources and methodology
          • Sales data
            • Consumer survey data
              • Advertising clips
                • Abbreviations and terms
                  • Abbreviations
                    • Terms
                    • Executive Summary

                      • Bread market reached $20.5 billion in 2008
                        • All segments of the market grew during 2006-08
                          • Market consolidation continues
                            • Private-label thrives amid troubled economy
                              • Wholegrain, high fiber, natural are hottest trends
                                • Bread usage frequency is increasing
                                  • Consumer attitudes and motivations
                                  • Insights and Opportunities

                                    • Time is right to focus on pricing strategy
                                      • Private-label has room to grow
                                      • Inspire Insights

                                          • Craft not graft
                                            • Transparency
                                              • What's it about?
                                                • What we've seen
                                                  • Specifics
                                                    • Implications
                                                      • What it means for bread
                                                      • Market Size and Forecast

                                                        • Key points
                                                          • “Eating in” and wholegrain trends give bread sales a boost
                                                            • Bread prices continue to rise
                                                              • Figure 1: Total U.S. retail sales of bread, at current prices, 2003-13
                                                              • Figure 2: Total U.S. retail sales of bread, at inflation-adjusted prices, 2003-13
                                                            • Walmart sales
                                                            • Competitive Context

                                                              • Decline in restaurant meals leads to rise in bread sales
                                                                • Figure 3: Impact of the economy on restaurant spending, by age, February 2009
                                                              • Private-label becomes a force to be reckoned with
                                                                • Grupo Bimbo acquires powerhouse brands from George Weston
                                                                • Segment Performance

                                                                    • Key points
                                                                      • Eating-in trend and whole grains movement drive sales in all segments
                                                                          • Figure 4: FDMx sales of bread, segmented by type, 2006 and 2008
                                                                      • Segment Performance—Fresh Loaf Bread

                                                                        • Key points
                                                                          • Sales gains in FDMx being driven by higher prices
                                                                            • Figure 5: U.S. FDMx volume sales and average price of fresh loaf bread, 2005-08
                                                                          • Sales and forecast
                                                                            • Figure 6: FDMx sales of fresh loaf bread, at current prices, 2003-13
                                                                            • Figure 7: FDMx sales of fresh loaf bread, at inflation-adjusted prices, 2003-13
                                                                        • Segment Performance—Fresh Rolls, Buns and Croissants

                                                                          • Key points
                                                                            • Volume sales dip, but prices rise in 2008
                                                                              • Figure 8: U.S. FDMx volume sales and average price of fresh rolls/buns/croissants, 2005-08
                                                                            • Sales and forecast
                                                                              • Figure 9: FDMx sales of fresh rolls/buns/croissants, at current prices, 2003-13
                                                                              • Figure 10: FDMx sales of fresh rolls/buns/croissants, at inflation-adjusted prices, 2003-13
                                                                          • Segment Performance—Tortillas and Taco Shells

                                                                            • Key points
                                                                              • Health-focused products and popularity of Mexican cuisine drive growth
                                                                                • Diet trends have lesser impact compared to other types of bread
                                                                                  • Sales and forecast
                                                                                    • Figure 11: FDMx sales of tortillas, at current prices, 2003-13
                                                                                    • Figure 12: FDMx sales of tortillas, at inflation-adjusted prices, 2003-13
                                                                                • Segment Performance—Bagels and English Muffins

                                                                                  • Key points
                                                                                    • Long recovery from low-carb diet craze continues
                                                                                      • Figure 13: U.S. FDMx volume sales and average price of bagels and English muffins, 2005-08
                                                                                    • Sales and forecast
                                                                                      • Figure 14: FDMx sales of bagels/bialys/English muffins, at current prices, 2003-13
                                                                                      • Figure 15: FDMx sales of bagels/bialys/English muffins, at inflation-adjusted prices, 2003-13
                                                                                  • Segment Performance—Frozen and Refrigerated Breads

                                                                                    • Key points
                                                                                      • Poor economy a boon for sales in 2008
                                                                                        • Figure 16: U.S. FDMx volume sales and average price of frozen and refrigerated bread products, 2005-08
                                                                                      • Sales and forecast
                                                                                        • Figure 17: FDMx sales of refrigerated/frozen bread, at current prices, 2003-13
                                                                                        • Figure 18: FDMx sales of refrigerated/frozen bread, at inflation-adjusted prices, 2003-13
                                                                                    • Retail Channels

                                                                                      • Key points
                                                                                        • Supermarkets lead in bread sales
                                                                                          • Figure 19: Retail channels consumers have bought bread from in the last two weeks, March 2009
                                                                                          • Figure 20: U.S. retail sales of bread, by retail channel, 2006 and 2008
                                                                                      • Retail Channels—Supermarkets

                                                                                        • Key points
                                                                                          • Supermarkets promoting private-label and discounting prices, but continue to lose share to supercenters
                                                                                            • Figure 21: U.S. retail sales of bread at supermarkets/food stores, 2003-08
                                                                                        • Retail Channels—Natural Foods Supermarkets

                                                                                          • Key points
                                                                                            • Growing interest in whole grains, natural products drives sales
                                                                                              • But the stigma of high prices and other factors hamper the channel’s growth
                                                                                                • Figure 22: Natural product supermarket retail sales of bread, at current prices, 2007-09
                                                                                            • Market Drivers

                                                                                              • Bread an affordable staple amid troubled economy
                                                                                                • Food prices will continue to rise in 2009
                                                                                                  • Figure 23: Average retail price white and wholewheat bread, 2004-09
                                                                                                • Consumers are bargain hunting as indicated in this year’s custom survey
                                                                                                  • Healthy eating trend drives sales of wholegrain, natural breads
                                                                                                  • Leading Companies

                                                                                                    • Key points
                                                                                                      • George Weston Bakeries sells off U.S. bakery division
                                                                                                        • Sara Lee
                                                                                                          • Flowers Foods’ sales keep blooming
                                                                                                            • Bimbo Bakeries USA
                                                                                                              • Interstate Bakeries Corp. emerges from bankruptcy
                                                                                                                • Campbell Soup Company
                                                                                                                  • Manufacturer sales
                                                                                                                    • Figure 24: FDMx sales of leading bread companies, 2008 and 2009
                                                                                                                • Brand Share—Fresh Loaf Bread

                                                                                                                    • Healthy innovation drives brand sales
                                                                                                                      • Poor economy fuels private-label growth
                                                                                                                        • Manufacturer and brand sales
                                                                                                                          • Figure 25: FDMx brand sales of frozen fresh loaf bread in the U.S., 2008 and 2009
                                                                                                                      • Brand Share—Fresh Rolls, Buns and Croissants

                                                                                                                        • Key points
                                                                                                                          • Arnold Select leads growth, gains market share
                                                                                                                            • Sara Lee and Flowers Foods far under-pace GWB
                                                                                                                              • Manufacturer and brand sales
                                                                                                                                • Figure 26: FDMx brand sales of fresh rolls, buns and croissants in the U.S., 2008 and 2009
                                                                                                                            • Brand Share—Tortillas and Taco Shells

                                                                                                                              • Key points
                                                                                                                                • Mission leads market in innovation and sales
                                                                                                                                  • Manufacturer and brand sales
                                                                                                                                    • Figure 27: FDMx brand sales of tortillas and taco shells in the U.S., 2008 and 2009
                                                                                                                                • Brand Share—Bagels and English Muffins

                                                                                                                                  • Key points
                                                                                                                                    • Thomas’ leads the segment and continues to grow
                                                                                                                                      • Figure 28: FDMx brand sales of bagels and English muffins in the U.S., 2008 and 2009
                                                                                                                                  • Brand Share—Frozen and Refrigerated Breads

                                                                                                                                    • Key points
                                                                                                                                      • Private-label, small brands steal share from brand leaders
                                                                                                                                        • Manufacturer and brand sales
                                                                                                                                          • Figure 29: FDMx brand sales of frozen and refrigerated bread in the U.S., 2008 and 2009
                                                                                                                                      • Brand Qualities

                                                                                                                                          • Pillsbury offers comfort during troubled times
                                                                                                                                            • Healthy Life aims to be a dieter’s best friend
                                                                                                                                            • Innovations and Innovators

                                                                                                                                              • Key points
                                                                                                                                                • Following a surge in 2008, pace of innovation slows in 2009
                                                                                                                                                  • Figure 30: Top ten product claims for new bread products in the U.S, 2007-09
                                                                                                                                                • Private-label brands among top innovators
                                                                                                                                                  • Figure 31: Top ten companies ranked, by number of new bread products, 2007-April 2009
                                                                                                                                                • What consumers want: whole grains, high fiber, and no HFCS
                                                                                                                                                  • Natural and organic is growing
                                                                                                                                                    • Artisan bread is getting hot
                                                                                                                                                      • Functional bread works for you
                                                                                                                                                      • Advertising and Promotion

                                                                                                                                                        • Overview
                                                                                                                                                          • Arnold makes eating right easier
                                                                                                                                                            • Figure 32: Arnold bread television ad, 2008
                                                                                                                                                          • Healthy Life targets dieters
                                                                                                                                                            • Figure 33: Healthy Life bread television ad, 2008
                                                                                                                                                          • Nature’s Pride offers the purest ingredients
                                                                                                                                                            • Figure 34: Nature’s Pride bread television ad, 2009
                                                                                                                                                          • Pillsbury aims to make every meal a special occasion
                                                                                                                                                            • Figure 35: Pillsbury Grands Biscuits television ad, 2009
                                                                                                                                                          • Thomas’ muffins are so good, it’s a crime
                                                                                                                                                            • Figure 36: Thomas’ hearty grains English muffins television ad, 2008
                                                                                                                                                          • Grain Foods Foundation promo shows bread is beautiful
                                                                                                                                                            • Tortillas on a Mission
                                                                                                                                                            • Bread Usage

                                                                                                                                                              • Key points
                                                                                                                                                                • Household consumption of bread
                                                                                                                                                                  • Figure 37: Household usage of bread products, by product type, 2005-08
                                                                                                                                                                • Varieties of bread used in household
                                                                                                                                                                  • Figure 38: Types of bread used in household, 2005-08
                                                                                                                                                                • Volume of bread usage
                                                                                                                                                                  • Figure 39: Number of loaves consumed by household in last week, by household income, July 2007-September 2008
                                                                                                                                                                • Brand preferences
                                                                                                                                                                    • Figure 40: Brands of bread used in household, by household income, July 2007-September 2008
                                                                                                                                                                • Impact of Ingredients, Product Qualities and the Economy on Bread Purchase

                                                                                                                                                                  • Key points
                                                                                                                                                                    • Purchase of bread with health claims
                                                                                                                                                                      • Figure 41: Bread purchased with specific ingredients or marketing claims, by age, March 2009
                                                                                                                                                                    • Most important qualities when purchasing bread
                                                                                                                                                                      • Figure 42: Qualities looked for when purchasing bread, by gender, March 2009
                                                                                                                                                                      • Figure 43: Qualities looked for when purchasing bread, by age, March 2009
                                                                                                                                                                  • Attitudes towards Bread, Brand Loyalty and the Effect of the Recession

                                                                                                                                                                    • Key points
                                                                                                                                                                      • Attitudes toward bread
                                                                                                                                                                          • Figure 44: Opinions about various kinds of bread, by age, March 2009
                                                                                                                                                                        • Brand loyalty
                                                                                                                                                                          • Figure 45: Loyalty to brands, and the effect of price when purchasing bread, by age, March 2009
                                                                                                                                                                        • Impact of the economy on bread purchasing
                                                                                                                                                                          • Figure 46: Impact of current economic situation on bread purchasing, by age, March 2009
                                                                                                                                                                      • Impact of Race and Hispanic Origin

                                                                                                                                                                        • Key points
                                                                                                                                                                          • Household consumption of bread types follows stereotypes
                                                                                                                                                                            • Figure 47: Household usage of bread products, by product type, by race/Hispanic origin, July 2007-September 2008
                                                                                                                                                                          • Varieties of bread used in household
                                                                                                                                                                            • Figure 48: Types of bread used in households, by race/Hispanic origin, July 2007-September 2008
                                                                                                                                                                          • Attitudes toward bread
                                                                                                                                                                            • Figure 49: Opinions about various kinds of bread, by race/Hispanic origin, March 2009
                                                                                                                                                                          • Purchase locations
                                                                                                                                                                            • Figure 50: Retail channels consumers have bought bread from in the last two weeks, by race/Hispanic origin, March 2009
                                                                                                                                                                          • Brand loyalty
                                                                                                                                                                            • Figure 51: Loyalty to brands, and the effect of price when purchasing bread, by race/Hispanic origin, March 2009
                                                                                                                                                                          • Impact of the economy on bread purchasing
                                                                                                                                                                            • Figure 52: Impact of current economic situation on bread purchasing, by race/Hispanic origin, March 2009
                                                                                                                                                                        • Cluster Analysis

                                                                                                                                                                            • Thrifty, unadventurous xenophobes
                                                                                                                                                                              • Who they are
                                                                                                                                                                                • Opportunity
                                                                                                                                                                                  • White-averse, bread-aislers
                                                                                                                                                                                    • Who they are
                                                                                                                                                                                      • Opportunity
                                                                                                                                                                                        • In-store breadaholics
                                                                                                                                                                                          • Who they are
                                                                                                                                                                                            • Opportunity
                                                                                                                                                                                              • Cluster characteristics
                                                                                                                                                                                                • Figure 53: Bread buyer clusters, March 2009
                                                                                                                                                                                                • Figure 54: Retail channels consumers have bought bread from in the last two weeks, by bread buyer clusters, March 2009
                                                                                                                                                                                                • Figure 55: Bread bought in the last month, by type, by bread buyer clusters, March 2009
                                                                                                                                                                                                • Figure 56: Qualities looked for when purchasing bread, by bread buyer clusters, March 2009
                                                                                                                                                                                                • Figure 57: Changes to bread purchasing and eating habits as compared to last year, by bread buyer clusters, March 2009
                                                                                                                                                                                                • Figure 58: Opinions about various kinds of bread, by bread buyer clusters, March 2009
                                                                                                                                                                                              • Cluster demographics
                                                                                                                                                                                                • Figure 59: Bread buyer clusters, by gender, March 2009
                                                                                                                                                                                                • Figure 60: Bread buyer clusters, by age, March 2009
                                                                                                                                                                                                • Figure 61: Bread buyer clusters, by household income, March 2009
                                                                                                                                                                                              • Cluster methodology
                                                                                                                                                                                              • Custom Consumer Groups

                                                                                                                                                                                                • Families with teens, single parents and students are prime targets for bread marketers
                                                                                                                                                                                                    • Figure 62: Volume of bread usage, by key user cohorts, July 2007-September 2008
                                                                                                                                                                                                    • Figure 63: Household consumption of various bread products, by key user cohorts, July 2007-September 2008
                                                                                                                                                                                                  • Clear lines distinguish “multigrain” and “white bread” cohort groups
                                                                                                                                                                                                      • Figure 64: Household consumption of bread types, by key user cohorts, July 2007-September 2008
                                                                                                                                                                                                      • Figure 65: Brands of bread used in the household, by key user cohorts, July 2007-September 2008
                                                                                                                                                                                                    • Gender and age differences highlight priorities with bread
                                                                                                                                                                                                      • BFY bread appeals to more so to women
                                                                                                                                                                                                          • Figure 66: Opinions about kinds of bread, by gender and age, March 2009
                                                                                                                                                                                                          • Figure 67: Qualities looked for when purchasing bread, by gender and age, March 2009
                                                                                                                                                                                                          • Figure 68: Bread purchased with specific ingredients or marketing claims, by gender and age, March 2009
                                                                                                                                                                                                      • IRI/Builders Panel Data—Key Household Purchase Measures

                                                                                                                                                                                                        • Overview of fresh bread and rolls
                                                                                                                                                                                                          • Fresh bread
                                                                                                                                                                                                            • Consumer insights on key purchase measures—fresh bread
                                                                                                                                                                                                              • Brand map
                                                                                                                                                                                                                  • Figure 69: Brand map, selected brands of fresh bread, buying rate by household penetration, 2008*
                                                                                                                                                                                                                • Brand leader characteristics
                                                                                                                                                                                                                  • Key purchase measures
                                                                                                                                                                                                                    • Figure 70: Key purchase measures for the top brands of fresh bread, by household penetration, 2008*
                                                                                                                                                                                                                  • Fresh rolls/buns/croissants
                                                                                                                                                                                                                    • Consumer insights on key purchase measures—fresh rolls/buns/croissants
                                                                                                                                                                                                                      • Brand map
                                                                                                                                                                                                                        • Figure 71: Brand map, selected brands of fresh rolls/buns/croissants, buying rate by household penetration, 2008*
                                                                                                                                                                                                                      • Brand leader characteristics
                                                                                                                                                                                                                        • Key purchase measures
                                                                                                                                                                                                                          • Figure 72: Key purchase measures for the top brands of fresh rolls/buns/croissants, by household penetration, 2008*
                                                                                                                                                                                                                        • Bagels/bialys
                                                                                                                                                                                                                          • Consumer insights on key purchase measures—bagels/bialys
                                                                                                                                                                                                                            • Brand map
                                                                                                                                                                                                                              • Figure 73: Brand map, selected brands of bagels/bialys, buying rate by household penetration, 2008*
                                                                                                                                                                                                                            • Brand leader characteristics
                                                                                                                                                                                                                              • Key purchase measures
                                                                                                                                                                                                                                • Figure 74: Key purchase measures for the top brands of bagels/bialys, by household penetration, 2008*
                                                                                                                                                                                                                            • Appendix: Simmons Cohorts

                                                                                                                                                                                                                                • Figure 75: Married couples cohorts
                                                                                                                                                                                                                                • Figure 76: Single women cohorts
                                                                                                                                                                                                                                • Figure 77: Single men cohorts
                                                                                                                                                                                                                            • Appendix: Producer Price Index for Wheat

                                                                                                                                                                                                                                • Figure 78: Producer price index for wheat, 2003-08
                                                                                                                                                                                                                            • Appendix: Other Useful Consumer Tables

                                                                                                                                                                                                                              • Bread usage
                                                                                                                                                                                                                                • Figure 79: Types of bread bought in the last month, by gender, March 2009
                                                                                                                                                                                                                                • Figure 80: Types of bread bought in the last month, by age, March 2009
                                                                                                                                                                                                                                • Figure 81: Types of bread bought in the last month, by number of children in household, March 2009
                                                                                                                                                                                                                                • Figure 82: Types of bread bought in the last month, by region, March 2009
                                                                                                                                                                                                                              • Impact of ingredients, product qualities, and the economy on bread purchase
                                                                                                                                                                                                                                • Figure 83: Bread purchased with specific ingredients or marketing claims, by gender, March 2009
                                                                                                                                                                                                                                • Figure 84: Bread purchased with specific ingredients or marketing claims, by household income, March 2009
                                                                                                                                                                                                                                • Figure 85: Bread purchased with specific ingredients or marketing claims, by education level, March 2009
                                                                                                                                                                                                                                • Figure 86: Economic effects on bread purchasing, by household income, March 2009
                                                                                                                                                                                                                                • Figure 87: Qualities looked for when purchasing bread, by household income, March 2009
                                                                                                                                                                                                                                • Figure 88: Qualities looked for when purchasing bread, by number of children in household, March 2009
                                                                                                                                                                                                                                • Figure 89: Qualities looked for when purchasing bread, by education level, March 2009
                                                                                                                                                                                                                              • Changes in bread purchasing and eating habits
                                                                                                                                                                                                                                • Figure 90: Bread purchasing habits, by gender, March 2009
                                                                                                                                                                                                                                • Figure 91: Changes in bread purchases since last year, by gender, March 2009
                                                                                                                                                                                                                                • Figure 92: Changes in bread purchases since last year, by age, March 2009
                                                                                                                                                                                                                                • Figure 93: Changes in bread purchases since last year, by household income, March 2009
                                                                                                                                                                                                                              • Attitudes towards bread, brand loyalty and the effect of the recession
                                                                                                                                                                                                                                • Figure 94: Opinions about kinds of bread, by gender, March 2009
                                                                                                                                                                                                                                • Figure 95: Opinions about kinds of bread, by household income, March 2009
                                                                                                                                                                                                                                • Figure 96: Opinions about kinds of bread, by education level, March 2009
                                                                                                                                                                                                                                • Figure 97: Tendencies when purchasing bread, by gender, March 2009
                                                                                                                                                                                                                                • Figure 98: Types of bread used in households, by household income, July 2007-September 2008
                                                                                                                                                                                                                                • Figure 99: Types of bread used in households, by presence of children, July 2007-September 2008
                                                                                                                                                                                                                                • Figure 100: Types of bread used in households, by region, July 2007-September 2008
                                                                                                                                                                                                                            • Appendix: IRI/Builders Panel Data Definitions

                                                                                                                                                                                                                                • IRI Consumer Network Metrics
                                                                                                                                                                                                                                • Appendix: Trade Associations

                                                                                                                                                                                                                                  Companies Covered

                                                                                                                                                                                                                                  • American Bakers Association (ABA)
                                                                                                                                                                                                                                  • American Institute of Baking (AIB)
                                                                                                                                                                                                                                  • American Society of Baking (ASB)
                                                                                                                                                                                                                                  • Baking Industry Suppliers Association (BEMA)
                                                                                                                                                                                                                                  • Bimbo Bakeries USA
                                                                                                                                                                                                                                  • Bread Bakers Guild of America (BBGA)
                                                                                                                                                                                                                                  • Campbell Soup Company
                                                                                                                                                                                                                                  • Corn Refiners Association, Inc.
                                                                                                                                                                                                                                  • Facebook, Inc.
                                                                                                                                                                                                                                  • Flowers Foods Inc.
                                                                                                                                                                                                                                  • Food and Drug Administration
                                                                                                                                                                                                                                  • Food Marketing Institute
                                                                                                                                                                                                                                  • General Mills Inc
                                                                                                                                                                                                                                  • George Weston Bakeries Inc.
                                                                                                                                                                                                                                  • George Weston Limited
                                                                                                                                                                                                                                  • Grain Foods Foundation
                                                                                                                                                                                                                                  • Greenfield Online
                                                                                                                                                                                                                                  • Independent Bakers Association (IBA)
                                                                                                                                                                                                                                  • International Dairy·Deli·Bakery Association
                                                                                                                                                                                                                                  • Interstate Bakeries Corporation
                                                                                                                                                                                                                                  • La Brea Holdings, Inc.
                                                                                                                                                                                                                                  • Lancaster Colony Corporation
                                                                                                                                                                                                                                  • Martin's Famous Pastry Shoppe, Inc
                                                                                                                                                                                                                                  • North American Millers' Association (NAMA)
                                                                                                                                                                                                                                  • Pepperidge Farm Inc.
                                                                                                                                                                                                                                  • Pillsbury
                                                                                                                                                                                                                                  • Pinnacle Foods Group Inc.
                                                                                                                                                                                                                                  • PizzaExpress Limited
                                                                                                                                                                                                                                  • Procter & Gamble Company (The)
                                                                                                                                                                                                                                  • Procter & Gamble USA
                                                                                                                                                                                                                                  • Retail Bakers of America (RBA)
                                                                                                                                                                                                                                  • Sara Lee Corporation
                                                                                                                                                                                                                                  • Spartan Foods of America, Inc.
                                                                                                                                                                                                                                  • Starbucks Corporation
                                                                                                                                                                                                                                  • The Hain Celestial Group, Inc.
                                                                                                                                                                                                                                  • Tortilla Industry Association (TIA)
                                                                                                                                                                                                                                  • Trader Joe's Company Inc
                                                                                                                                                                                                                                  • U.S. Bureau of Labor Statistics
                                                                                                                                                                                                                                  • U.S. Department of Agriculture
                                                                                                                                                                                                                                  • Walmart Stores (USA)
                                                                                                                                                                                                                                  • Weight Watchers International Inc.
                                                                                                                                                                                                                                  • Wheat Foods Council (WFC)
                                                                                                                                                                                                                                  • Whole Foods Market Inc
                                                                                                                                                                                                                                  • YouTube, Inc.

                                                                                                                                                                                                                                  Bread - US - June 2009

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