ABSTRACT
This chapter probes the motivation of the German bakers more deeply and lay open the rationale for pursuing a UNESCO nomination for intangible cultural heritage (ICH) for German breads rather than pushing for any other extant value-added regime. The bakers' trade federation is the late modern institution representing what in early modernity were the bakers' guilds. They put out their press releases providing information about how far the registry had progressed. The baker's federation is using what is meanwhile a well-established strategy of increasing appreciation and esteem in an effort to ensure the future of its craft, not just in how it is carried out but also in how it is remunerated. UNESCO tries, using its Convention on ICH, to support endangered cultural practices. Compared to the cultural goods thus far acknowledged in the area of foodstuffs, the German bakers have every reason to draw attention to their craft and to the manifold products it brings forth.
