Sun, 03 May 2026 22:30:16 +0000

The ALERT Between Brands—Unbleached Flour Is Sparking Controversy In recent weeks, a growing controversy is shaking the food supply chain: the debate over unbleached flour and its labeling, sourcing, and environmental implications. What began as a consumer concern has quickly escalated into a high-stakes clash between major flour brands, each accusing the other of greenwashing, misleading claims, and failing to uphold transparency. ### What Is Unbleached Flour—and Why Is It Controversial? Unbleached flour traditionally refers to wheat flour processed without chemical bleaching agents, often marketed as a "natural" or "whole-grain" alternative with a cleaner, lighter appearance. As health-conscious and eco-aware consumers become more demanding, brands have leaned heavily into this positioning. But what many now question is: Is “unbleached” truly better, or is it just an unregulated claim designed to influence buying behavior?