“Thus the decline of white bread coincided with a boom in so-called artisan bakeries, along with the growth of powerful franchises like the Great Harvest Bread Company. And because these bakeries were not using mass production techniques, their loaves cost significantly more than Wonder bread. But there was no shortage of consumers willing to pay premium rates in order to avoid being victims of consumerism and mass society. Again the counterculture proved to be the vital spark driving consumer trends. It is not an accident that San Francisco is the home of both the $3 latte and the $4 sourdough.”
Nation of Rebels, p. 153
