Steinhauer, of Albion, Michigan, in 1974. This 1928 bread-slicing machine was manufactured by the Micro Machine Company, of Bettendorf, Iowa, for the Davenport-based Mac-Roh Sales and Manufacturing Company. We are continuing our experimental and developmental work confident in the belief that the real possibilities of Sliced Bread have scarcely been scratched." A good loaf, a proper presentation of Sliced Bread to the grocers and a truthful, clean advertising program based upon successful experiences and the baker can build his business far beyond what he could do without Sliced Bread.
Rohwedder reflected on his invention in the June 1930 issue of the Atlanta-based bakery trade journal, New South Baker: "I have seen enough bakers benefit in a big way from Sliced Bread to know that the same results can be obtained by any baker anywhere if he goes about the matter correctly. By the following year, the Continental Baking Company was selling sliced bread under the Wonder Bread label. The public loved the convenience of sliced bread and, by 1929, Rohwedder's Mac-Roh Company was feverishly meeting the demand for bread-slicing machines. This is Rohwedder's second automatic bread-slicer, the first having fallen apart after about six months of heavy use at Bench's Bakery, in Chillicothe, Missouri. It was used to slice loaves of fresh bakery bread at Korn's Bakery, in Rohwedder's home town of Davenport, Iowa, beginning in late 1928. This commercial bread-slicing machine was designed and manufactured in 1928 by Otto Frederick Rohwedder (1880-1960).
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