Getting back to basics and wellbeing

Peter BIENEFELT, Nutritional Bread Making candidate at the 2018 Masters de la Boulangerie

In the Netherlands, bread is a product with sought-after flavours. As in many European countries, it still has to compete against cereals and dairy products, which have been popular breakfast choices for a few years.

“My response to the growing appetite for cereals is to get back to basics, favouring quality ingredients. Consumers need to be reassured and to associate their wellbeing with what they eat. So, I concentrate on getting back to the roots of baking, with inventive touches to surprise my customers.”

Discover the video of Peter Bienefelt