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   How My Gluten Free Bread Company Went From Zero To $125M In 5 Years - & Why I Decided To Sell
by Una Morera, Inc
Posted: Thursday, July 5, 2018 at 3:41PM EDT

Udi Baron was running a bakery and restaurant when someone brought him a recipe for gluten-free bread so good it made people cry. It became the linchpin of the company now called Udi's Gluten Free, which immediately defined and dominated its market--so much so that not even Baron could believe it. --As told to Una M. Morera

I was born and raised in Israel. Next door to my high school, there was a tiny grocery store owned by an Italian Holocaust survivor. He made beautiful sandwiches. He bought bread from a refugee from Iraq, and made sandwiches on Iraqi bread with Italian meat and pickles. I kind of fell in love with them. Probably they were terrible. But ever since then, I'm making sandwiches.

I went to work for the Israeli IRS. In 1978, my family left for Denver so my wife could be closer to her family. In 1994, I quit my job and tried to do desserts. Then an old man who had a small sandwich shop became violently diabetic, and asked if I could take over his business. A business doing maybe $700 a day--which is better than what I did. So I got out of desserts.

To read the rest of the story, please go to: Inc


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