A long time ago I spent a year working as a bread-wrapper – in an ASDA store on that U-bend in the Thames, the Isle of Dogs. This was back in 1988, when the Docklands Light Railway operated, but the foundations for Canary Wharf were still being dug. It was a time of transition, and the supermarket was rumoured to have an annual staff turnover of 110%. The old East End was giving way to a flood of wealth and gentrification that would soon alter the character of the local community, and move low-paid workers elsewhere.

Working in the bakery at the store was an education. It enlightened me about the misleading nature of marketing, as the photo heading this blog illustrates. People might imagine that ‘baked in this store’ equates with ‘made in this store’. Little could be further from the truth. Frozen and chilled goods would arrive, produced in a factory far, far, away. The purpose of the bakery was to finish these products while filling the store with the comforting aroma of freshly baked bread.

As Christmas approached I opted for two overnight shifts. This only ever happened at Christmas. On the nights of 22/23 December, and 23/24, one baker and I staffed the bakery on a shop floor devoid of everyone bar a security guard or two (these were the days before 24/7 opening). The purpose was clear. Anything wrapped after 00:01 hours bore the date of the day yet to dawn. By 8 am whole stacks of baked goods were on the shelves ready for the deluge of shoppers eager for their festive essentials.

At this time of year special foods are synonymous with the season. Dodgy adverts also tend to proliferate, and we are lured into imagining that this gift, or fragrance or food, will enable us to have the perfect Christmas. More often than not, these illusions arrive part-cooked, and never deliver everything the advertising appears to promise.

Bethlehem comes from the Hebrew name ‘Bet Leḥem‘, meaning ‘House of Bread’. In the Bread House Jesus is made human, with all the pain and risk that any birth at that time might occasion. Wesley may be right, following George Herbert, that here is God ‘contracted to a span’, but incarnation isn’t the creation of a bite-size divinity. In Bethlehem and after Bethlehem, Jesus is being made flesh, and fashioned into the saviour he becomes. Bread that will feed the hungry and energise those seeking justice, but sticks in the craw of vested interests, and those bent on retaining privilege and power. I’m not always sure that the Church is advertising accurately the kind of God-incarnate who is ‘bad news’ for some, and a stumbling block to others.

But the child that is Noble and not Mild
He lies in his cot. He is unbeguiled.
He is Noble, he is not Mild,
And he is born to make men wild.

Stevie Smith (1902-1971) From the poem ‘Christmas’