Josey Baker and the Breadheads
The notion of $4 toast as represented by The Mill has become a vilifying meme (even though most slices are actually $3.75). But in the midst of the excoriation, few seem to point out that a whole loaf of Josey Baker Bread costs $6. You can make a lot of toast out of that, but that doesn't make for an awesome headline.
"I get it, '$4 toast' sounds ridiculous, and I have to give credit to whomever came up with it for tagging such a provocative title on our goods," says Baker. "But let's not conflate two very complicated and distinct issues: the rising cost of living in San Francisco and the true cost of food. Living in the Bay Area is more expensive than ever. Median rent just topped $2,900 for a one-bedroom apartment. Is this because of bakers and baristas? No, it's primarily because of the most recent boom in the tech industry, which is migrating northward from Silicon Valley.
"As for the other issue at hand, making high-quality food responsibly on a small scale just costs more than mass-producing low-quality food using inexpensive ingredients. We use the best ingredients that we can find, which we source primarily from other local small businesses, and we pay our employees well, including health care. Does it cost more to do things the way we do them? Yes, it sure does. Is it worth it? We obviously think it is, but I encourage everyone to make that decision for themselves."