We used to eat Mrs. Baird's bread when we lived in Texas, but they don't have that in Seattle. So we've tried several kinds of bread here, including the generic Safeway and QFC brands, neither of which stay fresh for very long and don't taste that great. Then we decided to try a local brand, Franz. We won't be going back to any other kind of bread, because the Franz bread we've had has been so delicious! We've tried the potato bread and the milk and honey bread and both are really soft and moist and stay fresh longer. They're smaller loaves than the generic brands, but it's definitely worth the extra few cents. And lately we've found it on sale for $2 a loaf! I'd have to say that Franz bread is better than Mrs. Baird's.