Jember, East Java. Amidst the rise of modern fast-food culture, a solitary, timeless bakery in Jember Regency, East Java has managed to withstand the test of time for nearly a century.

Established in 1928, Toko Roti Sentral, located on Sultan Agung Street in the heart of Jember, still adheres to the age-old method of wood-fired oven baking. 

The owner, Hendra Tirta, is committed to maintaining this traditional approach as a means of preserving the heritage passed down from his ancestors and preserving the distinct flavor that sets it apart from modern bread.

"Nowadays, traditional bread like this is quite rare, so I am preserving this heritage, being the third generation of the family," he said on Wednesday.

The process of making bread is entirely by hand, and this iconic bakery crafts approximately 200 packages of diverse bread varieties daily.

"We have chocolate bread, peanut, pineapple jam, sweet bread, sugar bread, plain bread, and raisin bread in our production," added Hendra.

What sets this legendary bread apart is its wide, coarse texture and distinctive smoky aroma, ensuring its enduring legacy is passed down from one generation to the next.

Septi, a loyal customer, said she has been going with her parents to buy bread from Sentral since her childhood, and the flavor has remained consistently delightful throughout the years.

"It's sweet and savory, and what I love about it is the distinctive aroma. I often come here with friends, and I particularly enjoy the chocolate flavor; the sweetness is different from regular bread," she said.

As for the prices, there's no need to worry, as a single package of bread is priced from Rp 5,000 (32 cents) to Rp 13,000.

For those curious about trying this traditional bread, you can visit Toko Roti Sentral, which is open every day from 6 AM to 5 PM.