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Nordic Bread Revolutionizes the Rye Market in New York

 - Jun 24, 2014
References: nordicbreads & theguardian
Simo Kuusisto is a Finnish man leading what can only be referred to as a 'Rye-volution' in America with his company Nordic Bread.

Most of what is currently marketing itself as rye bread is actually only made with 20% rye flour. This fact, which is sure to blow the minds of self-righteous rye fans everywhere, opens up a place in the market for Kuusisto's nordic rye, Ruis. The bread has up to four times more soluble fiber than wheat, not to mention that it's also yeast-free.

Kuusisto is taking advantage of the public's growing interest in natural foods. In fact, rye bread -- characterized by its coarse texture and chewy consistency -- has been slowly, steadily and quietly infiltrating the city's artisan bread market, a hard feat to accomplish. However, Kuusisto's biggest challenge has been navigating American's mystification with "real bread" -- bread made with no preservatives, bread that has a short self life. He explains, "Some people think bread should be soft like Wonder Bread or Italian bread."