Jens Ode

Today I bought the best product in the world. Seriously. What was it? Something high-techy-savvy-thingy? Nope. Something ultra-modern-state-of-the-art-cooly-thingy? Nope. It was a loaf of bread. So, what made it so great? Did it have a pile of bling-bling on it? Nope, just flour. Could I put my iPhone in it? Well, eh, probably, but I prefer not to. It was a simple loaf of bread baked today in the bakery St. Jakobs stenugnsbageri in Lund.

The thing that makes it the best product in the world is not only that is baked in a stone oven and has a fantastic taste. When you enter the bakery you enter a very small room with products from the bakery everywhere you look. If there are more than two people in the store it’s crowded. The counter is wall-to-wall with the bakery and the staff can hardly fit behind the counter. When you buy the bread you buy it straight from the person who made it (red in the face from the heat and the work). That’s what makes it the best product in the world. It’s more than a product - it’s an experience.

When you cut the bread for breakfast/lunch/dinner you know where it came from, who made it, how it was made. You gave your money straight to the hand of the person who spent their day making this bread. When it comes to products, that’s hard to beat.

If you are in Lund or nearby, give them a visit. You can find them here.

 

 

N.B. If you’re not from Sweden, this tribute to a loaf of bread may seem strange. You gotta understand that in Sweden we normally buy bread from the supermarket. The taste and consistence of the bread is normally similar to that of a sponge. You know, the SpongeBob SquarePants-type-of-sponge. Kind of yucky.

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