Bread and its importance in nutrition

Contents

Motivating the choice of the theme .................................................................................... 3

I. Introduction on bread....................................................................................................... 4
I.1 General aspects regarding bread ................................................................................ 4
I.2 History of bread ......................................................................................................... 4
I.3 Types of bread ........................................................................................................... 5
II. The making process ........................................................................................................ 7
II.1 Bread Ingredients ..................................................................................................... 7
II.2 Homemade bread making methods .......................................................................... 9
II.3 Industrial bread ingredients .................................................................................... 11
II.4 Industrial bread making process ............................................................................. 14
III. General data regarding the consumption of bread ...................................................... 15
III.1 Global consumption of bread ................................................................................ 15
III.2 Consumption of bread in European Union ........................................................... 15
III.3 Consumption of bread in Romania ....................................................................... 16
IV. Wheat bread (industrial bread) vs. Potato bread (homemade bread) .......................... 17
V. Company VelPitar ........................................................................................................ 18
VI. SWOT analysis of company VelPitar ......................................................................... 19
VII. Conclusions and proposals ........................................................................................ 20
References ......................................................................................................................... 21

Motivating the choice of the theme

For this project we chose to analyse the benefits of homemade bread and
industrial bread.
We consider that homemade bread is the best choice you can make when it comes
to picking either one of them. There are several reasons for this: it tastes better, it reduces
preservative intake, its more nutritious, and its often substantially cheaper than what
you find in the store. It does take time, but once you get used to it, most food preparation
doesnt take much more time than going to the store, buying it, taking it home, popping it
out of the package, and following the directions.
Most people today view the bread purchased at the supermarket as what
bread should be. The actual truth is that the bread you buy in the supermarket has the
texture and substance that it has for one reason and one reason alone: so that it can be
made on an industrial scale and not grow old on the shelf at your supermarket.
There are two big explanations for this. The industrial scale process is designed to
maximize profit while still producing an edible loaf of bread on the table. This is done by
using an excessive amount of yeast in order to create lots of air bubbles in the bread,
hence the light texture of store-purchased bread. It also allows for the use of lowerquality grains because of this yeast abundance, thus the bread is far from nutrient-rich. In
the United States, most recipes are trade secrets, but in the United Kingdom, the standard
recipe, known as the Chorleywood Bread Process, is widely known. The goal of this
process is to make a loaf of bread as cheaply as possible, foregoing flavor, nutrition, and
texture along the way.
The other bothersome part of industrial breadmaking is the appearance of a
healthy dose of preservatives. These preservatives are there solely to extend the shelf life
of the bread, again reducing costs for the manufacturer. Every time you eat a piece of
store-purchased bread, youre getting a healthy dose of preservatives with each bite.
Hereby we will analyze the differences between homemade bread and industrial
bread, so in the end you can choose the best option for yourself.

I. Introduction on bread

I.1 General aspects regarding bread

Bread is a staple food prepared by baking a dough of flour and water. It is popular
around the world and is one of the world's oldest foods.
The virtually infinite combinations of different flours, and differing proportions of
ingredients, has resulted in the wide variety of types, shapes, sizes, and textures available
around the world.
It may be leavened (aerated) by a number of different processes ranging from the
use of naturally-occurring microbes to high-pressure artificial aeration during preparation
and/or baking, or may be left unleavened. A wide variety of additives may be used, from
fruits and nuts to various fats, to chemical additives designed to improve flavor, texture,
colour, and/or shelf life.
Bread may be served in different forms at any meal of the day, eaten as a snack,
and is even used as an ingredient in other culinary preparations. As a basic food
worldwide, bread has come to take on significance beyond mere nutrition, evolving into a
fixture in religious rituals, secular cultural life, and language.
I.2 History of bread
Bread is one of the oldest prepared foods. Evidence from 30,000 years ago in
Europe revealed starch residue on rocks used for pounding plants. It is possible that
during this time, starch extract from the roots of plants, such as cattails and ferns, was
spread on a flat rock, placed over a fire and cooked into a primitive form of flatbread.
Around 10,000 BC, with the dawn of the Neolithic age and the spread of
agriculture, grains became the mainstay of making bread. Yeast spores are ubiquitous,
including the surface of cereal grains, so any dough left to rest will become naturally
leavened.
There were multiple sources of leavening available for early bread. Airborne
yeasts could be harnessed by leaving uncooked dough exposed to air for some time
before cooking. Pliny the Elder reported that the Gauls and Iberians used the foam
skimmed from beer to produce "a lighter kind of bread than other peoples." Parts of the
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ancient world that drank wine instead of beer used a paste composed of grape juice and
flour that was allowed to begin fermenting, or wheat bran steeped in wine. The most
common source of leavening was to retain a piece of dough from the previous day to use
as a form of sourdough starter.
In 1961 the Chorleywood bread process was developed, which used the intense
mechanical working of dough to dramatically reduce the fermentation period and the time
taken to produce a loaf. The process, whose high-energy mixing allows for the use of
lower protein grain, is now widely used around the world in large factories. As a result,
bread can be produced very quickly and at low costs to the manufacturer and the
consumer. However there has been some criticism of the effect on nutritional value.
Recently, domestic bread machines that automate the process of making bread
have become popular.
I.3 Types of bread
There are three main kinds of bread in the world:

those that rise highest and so have to be baked in pans

those with a medium volume, like rye and French bread

those that hardly rise at all and consequently are called flatbreads

A. Wholemeal bread
Wholemeal and wheatmeal breads are popular. In New Zealand wholemeal bread
must have 90% or more wholemeal flour in the recipe used, and wheatmeals any level of
wholemeal flour mixed with white flour.
Processing of these differs in two ways from that of white bread. During mixing
the amount of water added to make an optimum dough consistency needs to be increased
because the bran in the wholemeal absorbs more water. The dough is weaker because the
bran particles break up the strong protein bonds in the bread dough, and this weakens the
dough structure. This means the dough could collapse when it rises. Extra protein, called
gluten, is added to make the dough stronger and stop it collapsing.
Wholemeal bread contains higher concentrations of minerals and vitamins than
white bread as it retains the bran and germ of the wheat.

It is an excellent source of dietary fiber, containing twice that of white bread and
more than multigrain breads.

B. Multigrain and kibbled Bread

Mixed or multigrain breads are made from a mixture of wholemeal, white or rye
flour and may contain wheatgerm, honey, gluten, non-fat milk solids, cracked and whole
grains of wheat and other cereals such as rye, oats, corn, barley, rice millet and triticale.
A wide choice of multigrain breads can be achieved by blending various grains,
vegetable pieces, nuts, seeds, fruit and spices.There are "light" and "heavy" multigrain
breads.
"Light" multigrains have an openness similar to white bread, with small kibbled
grains, oats or other wheat mixed through the bread.
"Heavy" multigrain breads are characterised by small volume, dense texture and a
high grain content.
"Light" breads are similar to white bread in terms of composition, whereas
"heavy" breads are similar to or denser than wholemeal bread.
Multigrain bread contains whole grains of different types. Kibbled bread contains
kibbled grain which is grain that has been broken into smaller pieces. Many types of
grain can be added to the bread including rye, barley, oats, corn, millet, soya, alfalfa and
rice. The grain should be soaked in water for several hours before mixing because
unsoaked grain in bread is hard enough to break teeth. This bread also needs extra protein
(gluten) to make the dough stronger and hold up the extra weight of the grains.

C. Rye Breads
Rye bread is a wholemeal bread made from rye or a mix of rye and wheat flour. It
was originally developed in Europe and is made in a wide variety of styles and shapes.
Rye flour is different from ordinary flour. It contains only small amounts of
dough strengthening proteins, therefore producing weak dough. Rye flour also has more
amylase enzyme which breaks down starch into sugars.
Rye doughs are made with less water than dough from ordinary flour, so they are
stiff and keep their shape. Moulding, proving and baking also need to be modified to

handle the weak, sticky dough.As with most grain and meal breads, some white flour or
gluten can be used to improve the dough strength.
The traditional way of making this bread includes several proving stages to raise
the acidity and kill the amylase. This stops the bread being doughy and sticky. The sour
dough method is the most popular means of making bread the traditional way.

D. Fruit Bread
Fruit breads use a normal bread recipe to which fruit and often sugar are added.
Popular fruits used are raisins, currants, dates, orange peel and dried fruits such as
apricots. Hot cross buns, eaten at Easter, and many fruit breads, also have spices added.
Ingredients used to enhance appearance and flavour of bread include cinnamon, nutmeg,
egg wash and sugar/water wash.

II. The making process

II.1 Bread Ingredients
A. Yeast
Make sure your yeast is fresh. Active dry yeast, sold in individual packets, is the
easiest type to use, and keeps well in your pantry. There is always a 'best if used by' date
on the packages, and you should follow this rigorously. If you are going to take the time
to make bread, fresh yeast is essential.
Cake yeast, if you can find it, really makes a wonderful loaf of bread. This form
of yeast is fresh, stored in the refrigerator, and is very perishable. When you buy it, use it
within 1-2 days, or it may mold.
The temperature of the water, whether used to dissolve the yeast, or added to a
yeast/flour mixture, is critical. Until you get some experience, use a thermometer. When
the yeast is dissolved in the water or other liquid, the temperature must be 110 to 115
degrees. When the yeast is combined with flour and other dry ingredients, the liquid
temperature can be higher; about 120 to 130 degrees.

B. Flour
The flour you choose for your bread also makes a difference in the quality of the
final product. Bread flour makes a superior loaf. This flour is higher in protein content,
and protein, or gluten, is what gives bread its unique texture.
When water is added to flour, two proteins, glutenin and gliadin, combine to form
gluten. Gluten forms a network of proteins that stretch through the dough like a web,
trapping air bubbles that form as the yeast ferments. This creates the characteristic air
holes of perfect bread.All purpose flour will also work just fine in most bread recipes.
Don't use cake flour because there isn't enough protein in that type, and your bread will
fall because the structure won't be able to withstand the pressure of the gasses the yeast
creates. Whole grain flours and other types of flour add color, texture, and flavor to
breads. These flour types don't have enough gluten to make a successful loaf on their
own, so all purpose or bread flour is almost always added to provide structure.

C. Liquids
The type of liquid you use will change the bread characteristics. Water will make
a loaf that has more wheat flavor and a crisper crust. Milk and cream-based breads are
richer, with a finer texture. These breads brown more quickly because of the additional
sugar and butterfat added to the dough. Orange juice is a nice addition to whole wheat
breads because its sweetness helps counter the stronger flavor of the whole grain.
D. Fats
Fats like oils, butter and shortening add tenderness and flavor to bread. Breads
made with these ingredients are also moister. Make sure you don't use whipped butter or
margarine, or low fat products, since they contain water. The composition of the dough
will be weakened, and your loaf will fail.

E. Eggs
Eggs add richness, color, and flavor to the dough and resulting bread. Egg breads
have a wonderful flavor. Sugar is the fuel that feeds yeast so it ferments, producing
carbon dioxide that makes the bread rise. Some bread recipes don't use sugar, but depend
on sugars in the flour to provide food for the yeast.

F. Salt
Salt is essential to every bread recipe. It helps control yeast development, and
prevents the bread from over rising. This contributes to good texture. Salt also adds flavor
to the bread. It is possible to make salt-free breads, but other ingredients like vinegar or
yogurt are added to help control the yeast growth.

G. Toppings
Toppings can change the crust of the loaf. Egg glazes are used to attach other
ingredients like nuts or seeds. An egg yolk glaze will create a shiny, golden crust. Egg
white glazes make a shiny, crisp crust. For a chewy, crisp crust, spray the dough with
water while it's baking. If you brush milk on the dough before baking, the crust will be
softer and tender. Brushing the baked loaf with butter will also make the crust softer.

II.2 Homemade bread making methods

Measure
Measure the liquid called for, and heat it to the correct temperature. Sprinkle the
yeast over the liquid, and let this sit for a few minutes. This is called proofing the yeast,
and ensures that the yeast is fresh and active. When the yeast mixture rises and starts
bubbling, proceed with the rest of the bread recipe. Measure part of the flour into a bowl,
and add any other dry ingredients or flavorings.

Mix Ingredients
Make a depression, or well, in the center of the flour, and add the dissolved yeast
and other liquids along with eggs, if used in the recipe. Beat well to combine.
Gradually add the rest of the flour until the bread dough becomes difficult to stir.
At this point, flour your work surface and dump the dough out of the bowl onto the
floured surface. Gather the dough into a rough ball, adding more flour as necessary so
your fingers don't stick to the dough. Begin kneading the dough.

Knead the Dough

To knead, turn the dough over several times, gathering any stray particles. Fold
the dough in half towards you, and push away with the heels of your hands. Turn the
dough one quarter turn, and repeat this process until the dough is smooth, elastic, springy,
and no longer sticky. Sprinkle more flour on the dough as you work so it doesn't stick to
the board or your hands. This process will take from 5 to 10 minutes. Doughs made with
bread flour typically require more kneading than those made with other flours.

Let it Rise
Grease a large mixing bowl lightly with shortening or butter. Place the smooth,
kneaded dough into the bowl, turning it over so the top is greased as well. This step
makes sure the dough doesn't dry out as it rises. Cover with a clean cloth and place in a
warm spot. An electric oven with the light turned on, or a gas oven with the pilot light are
perfect places for rising.
Let the dough rise until double in bulk. This means the dough increases in size,
and when you press your fingers into the top, the indentation remains when you remove
your fingers.

Form the Loaves

Punch down the dough by pushing your fist into the center. Pull the edges of the
dough into the depression and push it down to expel the air. Then turn it onto a floured
surface. Shape according to the recipe.
Place the dough in greased loaf tins, or on a greased cookie sheet for free form
loaves. Cover and let rise again until double in size. This second rising will take less
time, because there is more yeast in the dough.

Bake It
Bake the bread in a preheated oven. The bread should rise a bit in the oven too this is called 'oven spring'. Bake according to the recipe until golden brown. The bread is
done when it sounds hollow when you tap it with your fingers. Remove from the pans
and let cool on a wire rack, then stand back as your family attacks it. I like to brush some
more butter on the top of the crust. This adds flavor and keeps the crust softer.

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Other Methods
Sometimes the yeast is stirred into the flour, instead of being proofed separately.
The only change in this type of recipe is the water should be warmer. Follow instructions
as above.
Batter breads start with wet doughs or batters. This type of dough isn't kneaded,
but stirred vigorously for a longer period of time to develop the gluten. The dough is
stirred down after rising, instead of punching down, and spooned into loaf pans to rise
and bake.

II.3 Industrial bread ingredients

Ingredients written on an average bread label:
Enriched wheat flour (flour, malt, ferrous sulfate), B vitamin ( Niacin,
Thaimine, Mononitrate (B1), Riboflavin (B2), folic acid), water, sweetener ( high
fructose corn syrup or sugar) yeast, wheat bran, whole wheat flour, what gluten,
molasses, contains 2% or less of soybean oil, salt, sweet dairy whey, butter ( cream, salt,
enzymes), maltodeztrin, honey, corn syrup, calcium sulfate, soy flur, dough conditionairs
( may contatin: dicalcium phosphate, calcium dioxide, sodium stearoyllactylate,
ethoxylated mono and diglycerides, mono and diglycerides, and/or datem), yeast
nutrients ( may contain: ammonium sulfate, ammonium phosphate), corn starch, wheat
starch, vinegar, natural flavor, beta carotene (color), enzymes, calcium propionate ( to
retain freshness), soy lecithin.

Emulsifiers
Mono & Di-glycerides, Sodium Stearoyl Lactylate (SSL), and Diacetyl Esters of
Tartaric Acid (DATEM) are used to keep the dough uniform and strong and the air
bubbles open.

SSL and DATEM (dough strengtheners)

These two chemicals interact with the proteins and prevent them from collapsing
when other ingredients are added to the dough such as raisins, bran or nuts.

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Lecithin
It aids in the emulsification of the fats in the bread which, in turn, makes a more
consistent crumb. It also helps the bread remains softer by retaining more moisture and is
a great binding agent. Of course, lecithin is derived from soy, so it is from genetically
modified plants.

Dough Conditioners, Azodicarbonamide

Used in the food industry as a food additive, a flour bleaching agent
and improving agent. Azodicarbonamide actually relaxes the dough so that when it is
divided in large-scale bakeries under pressure, it still retains a good character. It has been
known to cause allergic reactions in those sensitive to other azo compounds, such as food
dyes. The consumption of azodicarbonamide may also heighten an allergic reaction to
other ingredients in a food. The principal use of azodicarbonamide is in the production of
foamed plastics as an additive.
In the UK, the Health and Safety Executive has identified azodicarbonamide as a
respiratory sensitizer (a possible cause of asthma) and has determined that these products
should be labeled with the words may cause sensitization by inhalation.
It should be mentioned that ascorbic acid is also used as a dough conditioner to
strengthen the gluten, but because it tightens the dough, it has a limited use, and is rarely
used commercially.
Bromide is a dough conditioner found in most flours as potassium bromate. It
replaced potassium iodate starting in the 1960s because bakers claim it yields dependable
results, and it makes the dough more elastic, which can stand up to bread hooks and other
commercial baking tools.
Bromate is an endocrine disruptor that competes for the same receptors in the
thyroid gland as iodine. Constant ingestion of bromate in your daily bread may eventually
create a thyroid hormone imbalance because iodine is needed for thyroid hormone
production. It is also implicated in many cancers.
The UK banned bromate in bread in 1990. Canada banned bromate in bread in
1994.

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In 1999, the Center for Science in the Public Interest petitioned the FDA to
prohibit the use of potassium bromate, charging that the FDA had known for years that
bromate causes cancer in lab animals. It is still in use today, although some artisan
bakeries will use unbromated flour.

Preservatives
Calcium propionate is probably the most common preservative in commercial
breads. The propionic acid inhibits the growth of molds and other microorganisms.
However, there has been some speculation that calcium propionate may induce autistic
type actions in rats.
Propionic acid may appear as cultured wheat starch or cultured whey on a food
label.

Bread Improvers
The two main reasons for the use of bread improvers are: to help produce gas, and
to retain the gas inside the bread. This is done by including enzymes, such as amylases to
act on the starch and proteases to act on the gluten. The protease enzyme strengthens the
gluten, thereby giving the bread a better structure and retaining more of the gas produced.
Sourdough fermentation over a 24 hour period naturally produces these enzymes
and they do not need to be added. Bread improvers aim to boost the amount of these
enzymes artificially, thereby increasing the amount of fermentation early on in the bread
production. This eliminates the need for a long fermentation and helps companies
produce more in less time.
Hydrochloride and Sodium metabisulfate are used as gluten softening and
clearing agents. Sodium metabisulfate had been singled out as being highly allergenic
and is not used as much today.

Other Additives
Ammonium sulfate, ammonium chloride and phosphates are used to provide
nitrogen and/or food for the yeast. Monocalcium phosphate or calcium carbonate are used
to compensate for soft water, which may yield soft, sticky dough.

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High fructose corn syrup or other artificial sweeteners may be part of the bread.
The dangers of high fructose corn syrup is a topic for another post. As you can see from
the ingredient label, even a loaf of whole wheat bread has all kinds of additives: dough
conditioners, artificial food for the yeast, and preservatives. In addition, it has soybean
oil that is most likely genetically modified as most of the soybean crop in the U.S. is GM.

II.4 Industrial bread making process

The industrial bread process allows the use of lower-protein wheats and reduces
processing time, the system being able to produce a loaf of bread from flour to sliced and
packaged form in about three-and-a-half hours. This is achieved through the addition of
ascorbic acid (Vitamin C), fat, yeast, and intense mechanical working by high-speed
mixers. The last requirement means that it is difficult to reproduce CBP in a small-scale
kitchen.
The Chorleywood Bread Process is only a method of producing quick-ripened
bread dough. Large-scale bread-making with automated processes pre-dates the CBP by
at least a century.
Flour, water, yeast, salt, fat, and, where used, minor ingredients common to many
bread-making techniques such as Vitamin C, emulsifiers and enzymes are mechanically
mixed for about three minutes.
The high-shear mixing generates high temperatures in the dough, which is cooled
in some advanced mixers using a cooling jacket. Chilled water or ice may also be used to
counteract the temperature rise during high-speed mixing. Air pressure in the mixer
headspace can be controlled to keep gas bubbles at the desired size and number. Typical
operating regimes are pressure followed by vacuum, and atmospheric followed by
vacuum. The pressure control during mixing affects the fineness of crumb texture in the
finished bread.
In typical high-volume bread-production, the dough is cut (divided) into
individual pieces and allowed to "recover" for 58 minutes (intermediate proofing). Each
piece of dough is then shaped (moulded), placed in a baking tin and moved to the
humidity- and temperature-controlled proofing chamber, where it sits for about 4550
minutes. It is now ready to be baked. Baking takes 1725 minutes at 450F (about
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230C). After baking, the loaves are removed from the baking tin (de-panning) and then
go to the cooler, where, about two hours later, they are, where necessary, sliced and
packaged and ready for dispatch. In UK-standard bread, the dough piece is "crosspanned" at the moulding stage; this involves cutting the dough piece into four and turning
each piece by 90 before placing it in the baking tin. Cross-panned bread appears to have
a finer and whiter crumb texture than the elliptical shape of the crumb bubble structure is
seen from a different orientation. Cross-panned bread is easier to slice.

III. General data regarding the consumption of bread

III.1 Global consumption of bread

Latin America sales grew the fastest, rising 49 % from 2005 to 2010, followed by
Africa and Middle East (45%), Asia Pacific (37%), and Eastern Europe (34%). On the
other hand, Western European (20%) and North American (18%) sales increase less than
the global rate.

III.2 Consumption of bread in European Union

Total consumption of bread was estimated as nearly 39 million tons in the EU.
Bread consumption patterns differ widely within the EU but most countries have an
average consumption of 50 kg of bread per person per year.
In UK, the industrial sector represents 80% of production; it is 40% in Germany,
35% in France, about 81% in the Netherlands and 19% in Spain. Germans and Austrians
eat the most bread at around 80 kg while the UK and Ireland are at the bottom of the list
with annual consumption of less than 50 kg.
There are approximately 1000 plant bakeries in Europe where the highest market
share is in countries such as Bulgaria, Netherlands and the UK followed by Finland. In
Turkey and Greece the market share is very low at around 1 3 %. One area of continued
growth throughout Europe is the market for frozen dough and part-baked products. There
is also a growing trend for increased production of sliced and wrapped bread in many
countries across Europe including Germany and France.

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As product innovation and development health trends, it will continue with

wholegrain, fiber and omega 3 all being important contributors. There will be a continued
decrease in bread consumption as alternative foods and bakery type products are
increasingly available.

III.3 Consumption of bread in Romania

Manufacturing of bread and other bakery products represents one of the oldest
labors in Romania. Romanian bakery industry comprises bread factories, bakery
products, biscuits, flour paste ware and expanded products.
The industrial production of bread in Romania has started at the end of the 20th
century, within the army who built the first high capacity bakeries, equipped with high
level technological equipment, for that era. The first bakery in Romania was built in
Bucharest. Before 1989 there existed equipment and machines manufactured in the
country, with high energy consumption, low productivity and high production costs, as
compared to the international technologies. After 1990, the bakery industry continuously
improved the quality and diversification of the products for reaching the European
Unions standards and requirements, in view of increasing the competitiveness to the
external market.
Consumption of bread and bakery products during 2005-2008
Year
2005
2006
2007
Consumption (kg/inhabitant/year)
120
118
115
Source: The Group of employers in the Grist and Bakery area

2008
113

Romania is above many European countries where the average is of

approximately 80kg/inhabitant/year. At the same time, it can be considered that the
request for bread and bakery products will always exist.

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IV. Wheat bread (industrial bread) vs.

Potato bread (homemade bread)
Potato bread is similar to other common bread types, except that potatoes are
added to replace some of the flour. Wheat bread, often thought as healthier, is lower in
sugar and higher in some vitamins than potato bread.

A. Vitamins
A slice of wheat bread provides 12 % of the niacin you need each day, while a
slice of potato bread provides less than 3 % of that B vitamin. A slice of potato bread
provides 11 % of your recommended daily intake for folic acid, a B vitamin that helps
prevent birth defects in unborn infants, while a slice of wheat bread contains about 7 % of
the folic acid you need daily.

B. Weight Control
Each slice of potato bread has 85 calories, 4 grams of protein and 2 grams of
fiber. A slice of wheat bread has 78 calories, 3 grams of protein and 1 gram of fiber.
Although potato bread is more energy-dense, it has twice as much protein and fiber,
which can help keep you feeling full for longer, tempering your urge to snack between
meals.

C. Sugar
Each slice of potato bread has 4 grams of sugar, compared to wheat bread's 1.75
grams per slice. A sandwich made with two slices of potato bread has 8 grams of sugar,
more than the sugar content of two medium chocolate chip cookies.

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V. Company VelPitar
Vel Pitar Group is the leader of the Romanian bread market and an important
player in the manufacture and distribution of biscuits, wafers, cake specialties, pastries
and milled products.
The story of the Vel Pitar Group began in 1999 when the investment fund
Broadhurst Investments, Ltd., administered in Romania by New Century Holdings
(NCH), purchased two large companies in the milling and bakery industry Mopariv
Ramnicu Valcea and Berceni Bucharest. In December 2001, S.C. Vel Pitar S.A.
incorporated with the merger of four factories from the milling and bakery industry:
Mopariv Ramnicu Valcea, Berceni Bucharest, Mopariv Cluj Napoca and Granpan
Tecuci. The registered office of the new company was established in Ramnicu Valcea.
In 2007 represented the road to a new kind of organization. The Vel Pitar S.A.
Company was divided into three autonomous companies, each with a different focus:
baking, S.C. Vel Pitar S.A.; milling, S.C. Sapte Spice S.A.; and retail, S.C. VP Magassin
S.A. The three companies have developed continuously over the last three years, and
each now qualifies as an autonomous operation. As a result of the division, the new
companies maximize the market opportunities in their respective business sectors through
better resource and cash management.
The Vel Pitar Group now owns factories in Bucharest and in 11 other Romanian
counties (Valcea, Arges, Brasov, Cluj, Galati, Iasi, Giurgiu, Gorj, Olt, Dambovita and
Braila), mills, and a network of shops spread throughout large Romanian cities.

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VI. SWOT analysis of company VelPitar

Strengths

VelPitar is the leader in bakery products and confectionery in Romania

VelPitar it has a highly developed network of stores, expanded nationwide, which

includes more than 190 specialized stores.

The organization it is based on 3 areas: manufacturing, retail and distribution.

Permanent and substantial investment in the latest equipment and technologies.

Coverage in the range of products.

Weaknesses

Above average prices practiced in certain segments.

The diversification of the flour sector is lower than other competitors, like
Boromir.

Opportunities

The increasing demand for healthier bakery products.

The expansion into international markets.

The possibility of obtaining European funding to increase production capacity.

Potential decrease in VAT for bakery products.

Threats

Changes in consumer preferences.

Continued growth of competition which can come from many directions - direct
competitors or department stores that have developed their own bakeries.

Declining purchasing power of the population.

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VII. Conclusions and proposals

In this project we have chosen to talk about the benefits of homemade bread and
industrial bread. There are a lot of reasons to make homemade bread instead of buying it
from the store and one of the most important is that it is much healthier than eating what
they sell in stores because of already knowing the ingredients that bread contains.
One of the main benefits of homemade bread is the lack of preservatives because
this kind of bread is made only from basic ingredients and does not need any
preservatives in order to prevent the expiration.
Another benefit of homemade bread is that it is cheaper than buying it from the
store and this way you save some money to buy something else.

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References

1. Daniel T. DiMuzio : Bread Baking, 2009

2. Aaron Bobrow-Strain : White Bread, 2012
3. Tony Hyland : The Bread Book, 2008
4. en.wikipedia.org

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