TORONTO – Canada’s Ace Bakery wants Canadians to connect with each other at dinner time and has come up with the perfect solution, which is impeccably on-brand.
On Wednesday, it introduced the Breadblox, a modern take on a breadbox, which was created to help Canadians fully disconnect from their phones when they’re breaking bread. It’s a beautiful looking breadbox designed by Mosaic North America which is actually a sound-proof storage unit for our infernal bleeping and buzzing gadgets.
“Time has always been the most vital ingredient to creating remarkable bread for our tables,” reads the press release, “and yet, no matter how you slice it, research shows that a significant barrier to time well-spent around our tables is our mobile phones.”
"It's no longer enough to put our phones on silent or flip them over to block out distractions," said Rachel Leung, senior brand manager at Weston Foods, Ace’s owner. “In fact, just having a phone within sight causes us to not be present for the moments that matter.”
An advocate for creating distance between yourself and your mobile device, Catherine Price, author of the internationally acclaimed book How to Break Up with Your Phone, has partnered with Ace Bakery on this project, too.
"I've spent the past few years researching our habits — and yes, addictions — when it comes to our phones," said Price. "The more I've learned, the more concerned I've become about the impact that our devices are having on our ability to relate to one another in real life. I think that breadblox is a creative solution to an increasingly urgent need. It's not just a physical tool; it's also a conversation starter."
Currently available for a limited run, the Breadblox retails for $39.95 and is available online at www.acebreadblox.com
