He is smart to call bread “erotic” and “romantic”, isn’t it? Adding senses descriptions to market the breads. And he says at the same time, “bread is not just bread — not just something you put on the table to accompany your meal”. It’s clever to attract bread lovers at time. I am looking forward to trying his bread too. I hope they really taste good but are not some sensational marketing technique only.
Gontran Cherrier’s interview in The Times UK: