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Is America Ready For Finland’s Version Of Rye Bread?

June 1, 2014: 12:00 AM EST
A Finn transplanted to Manhattan is single-handedly trying to change America’s bread-eating habits. Simo Kuusisto, former chef and owner of Nordic Breads bakery, sells his Finnish rye bread in an area famous for reubens and hot pastrami sandwiches made with, well, Jewish rye bread. Kuusisto’s ”rye-volution”, marketed with social media and personal showmanship, is based on two key facts: his bread, made without wheat or yeast, tastes really good and it’s all-natural. And the “coarse, dark, labor-intensively chewy rye bread” known as Ruis is gradually carving a niche in the city’s competitive artisan bread market. There are problems, of course. Because it contains no preservatives, it has a short shelf life. And a major challenge has been to convince customers that the bread is not supposed to be “soft like Wonder Bread or Italian bread,” Kuusisto says.
Nina Roberts, "The Finnish 'rye-volution' begins in New York, without wheat or yeast", theguardian.com, June 01, 2014, © Guardian News and Media Limited
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