Challenges and Barriers to Improve Quality of Traditional Flat Breads in Iran

Background and Objectives: In Iranian diets, breads provide large quantities of energy, proteins, minerals and vitamins needed for the body. Quality of the breads plays important roles in promoting health of the consumers. The objective of this study was to identify challenges and barriers of improving bread quality from the viewpoints of key stakeholders and experts linked to wheat- flour- bread chain, bakers and consumers in Tehran, Iran. Materials & Methods: In this qualitative study, data were collected via ten semi-structured focus group discussions and 34 individual interviews. Participants included 117 people, selected by purposeful sampling technique with maximum diversity. Moreover, snowball sampling was used to identify key stakeholders. Qualitative content analysis of the data was carried out using MAXQDA Software. Results: The major challenges and barriers to improve the quality of breads in order of importance included low quality of raw materials, use of unauthorized additives for baking breads, insufficient training and experience of bakery workers, lack of custodians responsible for the management of bread issues, lack of personal and environmental hygiene in bakeries, bread pricing regardless of bakery costs, approval of bakery licensing with no expert opinions, economic concerns of using improvers for bakeries, flour availability with various prices, short cooking times of breads in ovens, direct cooking heats and inaccuracy of purchasing wheats due to the governmental systems. Conclusion: Findings have contributed to a better understanding of the current challenges and barriers for the quality improvement of the wheat-flour-bread chain in the country. Furthermore, this can help policymakers and planners improve qualities of the bread production and supply system.