While sliced bread declines, other baking industry segments like tortillas are picking up the slack. And a large part of the problem, Tom Gumpel, founder and CEO of MDJ Baking and former vice-president of bakery research and development for Panera Bread, argues, is the lack of innovation from the bread producers. He appeals to the baking industry to move away from white bread and take the time to put in the work to make flavorful bread that is nutritious.