Making “good, healthy, digestible bread with quality ingredients” is the mission of Federica Ferrari43 years old, and Francesca Gattiwho is three years younger, whose Ambrogia oveninaugurated in Milan in November 2022 and already reported by Red shrimprecently returned to the headlines for his choice to offer a type of loaf 9 euros per kilo. A price, as admitted by the young entrepreneurs themselves at Corriere della Sera«more expensive compared to the norm”, but on the other hand, the aforementioned high standards required in terms of quality of the product have a cost, and already in the past the Red shrimp had dealt with the topic, establishing how a bread that can be defined as all-round good cannot be sold for less than 6 euros per kilo.
Not only bread, but also Jewish cuisine products
The Ambrogia oven is located in Piazza Sicilia 1, in Jewish quarter Milanese, and has the distinction of being one kosher bakery, it is therefore a commercial establishment that follows the dietary rules dictated by the Jewish religion. Here, consequently, alongside the loaves of bread in the shop windows are the chocolate babka and the typical braided bread, lo challah: «typical of Shabbat but now the whole neighborhood eats it», Ferrari and Gatti, who met in Milan, in via Washington, tell Corriere.
Talk about the production and philosophy of the place
To justify gods 9 euros per kilo fixed to buy the bread renamed “Ambrosia”, the «best seller», the owners speak not only of the aforementioned quality ingredients «with a short and traced supply chain», but also a real storytelling – that is, telling the customer the philosophy behind the foods offered and their own production – which seems to have made its way into the hearts of Milanese customers.
Prices to protect the entire bread production chain
The bakers interviewed previously by Red shrimp they agreed in stating how the increase in the price of bread was at the same time a «responsibility» towards smaller exercises but also a duty to protect the entire supply chain, starting with the farmers, “who also have to deal with climate change”. The concept was always the same, namely the fact that you pay for qualityand that bread, together with other products such as coffee, is considered a commodity, even undergoes “a decidedly slower transaction towards a fairer price” than normal. In this sense, the comment by Pasquale Polito, co-founder of Forno Brisa in Bologna, was clear: «Do you know in my opinion what the right price for bread will be in the near future? Ten euros per kilo».
