In praise of ... sliced bread

The Guardian, Leader article

What have chip-and-pin bank cards, Jack Johnson, supermarkets espousing environmental causes and the website www.last.fm got in common? Not a lot except that they, and dozens of other items, have been described in the newspapers in recent weeks as "the best thing since sliced bread". This is curious. We live in an age of unprecedented innovation, yet the standard benchmark for judging excellence is not the jet engine or television or the internet, but plain old sliced bread. It is a marvel of viral marketing that this phrase is known all over the world, and it is no surprise that this month saw a key figure in its development recognised. Legislators at Little Rock, Arkansas, passed a resolution honouring Richard Otto Rohwedder, son of the inventor and, as a 13-year-old boy, the person who actually pushed the first loaf through an automated cutter in 1928. Senator Shane Broadway, sponsor of the resolution, observed that it would be "appropriate to recognise his part in history, culture and our society" and added: "All of us could not live without sliced bread." It is possible to disagree with that statement while acknowledging the longevity of the invention. Mr Rohwedder, who died in February aged 92, would have been delighted by a BBC news item pointing out that the freshly baked loaves in supermarkets are now selling for 89p or less, while Warburtons Seeded Batch sliced loaves enjoy premium status, costing up to £1.40p each. This is clearly the best thing for sliced bread since ...

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