Wholier-Than-Thou: ‘Rustic’ Sounds Better Than ‘Day-Old’

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“Ever since he began calling the misshapen loaves of multigrain country bread “rustic,” he could double the price and sell them at a profit, rather then relegating them to the “$1 day-old” pile.”

Wholier-Than-Thou is a website with a healthy appetite for attitude. Leave the humble pie at home.

Photo: Adam Milliron

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