Real bread

Some years ago, in a small town in the north of Spain, surrounded by the lush green landscapes of Asturias, my wife and I confidently went out to look for a place to have breakfast.

The task wasn´t easy: at the moment we were already starting to be very mindful about what we ate and gluten was to be avoided. Therefore, we only ate bread without gluten, something that in Madrid, the city we lived in and still live in, is pretty easy to get.

But in this small town, it was different.

We entered and left about a dozen cafeterias.

Some bakers couldn´t even understand what we were talking about.

“There is no such thing as a bread without any gluten”

In the last one we entered, the lady looked at us with a bit of a condescending look and told us that in their establishment, only “real” bread was served.

What a way to spook off clients, we thought…

She, of course, was right. With the information she had, and based on her own experience, bread was made of wheat and had gluten in it. Any other type of bread wasn´t “real” bread.

What she failed to understand is that we´re just two people who want to get something to eat that meets their wishes, and also that there´s a whole new industry to be explored so that you can offer more and make more people feel at home at your establishment.

Your inability to adapt might get you broke.

Some years later, I was in the town again. I saw that there was a new baker in town, and he had included a wide variety of options suitable for many types of eating requirements in his bakery/cafeteria.

This place had quickly become the first choice for locals and tourists alike.

It´s hard to embrace new technologies and trends. The radio, the telephone, the internet, social media, etc; all of these had to undergo an initial phase of doubt among users.

I find it best to leave prejudice out of the equation, otherwise, you might remain in the state of being excellently prepared for a world that doesn´t exist any longer.

Have a great day,

Claudio.

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