My family LOVES this bread! When we first started purchasing it, I was thrilled, as it was 100% organic, 100% whole grain, 100% free of any animal products, and they used fruit as a sweetener. It is now available at Costco (production shot through the roof) and it looks like they have changed their recipe a bit, to include organic evaporated cane juice. This is a fantastic bread to start with, especially if you are not used to eating whole grain breads! Store it in the freezer and take out a piece or two a few minutes before you are ready to make a sandwich or toast it!