Most of the world buy or make their bread, daily. America is the outlier — bread built to last a week, filled with synthetic additives. My vision is to change that — get Americans buying their bread — free of synthetic junk — fresh, every day, like the rest of the world.

Our vision is to change the way Americans buy and eat bread.  Made this morning. Meant for today.

I grew up the son of academics at the University of Chicago — no sugared cereals, no sodas, very few processed foods. A sabbatical took our family to Paris when I was young, where I learned to love the European way of eating: daily fresh baguettes and viennoiseries at the boulangerie, fresh goat cheeses from the fromagerie, and a butcher who always knew us by name, just like Guy at The Stock Exchange in Kamas.

I learned to cook from my mother, a talented artist and wonderful cook who learned her craft from my paternal grandmother, Gilda Levi, of Genoa, Italy — the birthplace of Italian focaccia.  From age 16 to 25 I worked in restaurants around Chicago — Bistro 110 and Spiaggia were highlights — before a long career in Hollywood, developing, producing and directing series television.

But my love of food only grew. Over 35 years in Los Angeles my “foodie” cred became well known. Whether hosting dinner parties, chasing fine dining, or discovering the best taco truck, finding the “best of the best” in food and wine became an obsession.