Dave's Killer Bread and NatureBake Merge Under Dave's Killer Bread Brand
Marking a milestone in the company's growth, all bread will now be Dave's Killer Bread
Portland, Ore., November 5, 2012 – When Glenn Dahl asked his brother Dave – fresh out of prison for the fourth time in 20 years and looking for a clean start – to channel his creative energy into formulating new bread varieties for NatureBake, he had no idea it would take the family business into the next phase of its growth. Now, after seven years, 16 varieties, and distribution in 10 states, the company will merge all products under the popular Dave's Killer Bread brand.
"I was hoping Dave's new breads would reinvigorate NatureBake and appeal to a broader customer base of healthy bread lovers, but I had no idea how successful we would be," said Glenn Dahl. "Just as our dad started Midway Bakery in the 1950s and changed his company to NatureBake to fit the needs of his customers, we're changing too, to keep this company going strong and meeting the needs of our customers."
Two of the most popular NatureBake breads – Oregon Grains and Spelt – will undergo some exciting makeovers before adopting the Dave's Killer Bread standard, such as becoming vegan (like the rest of the DKB breads) and, in the case of Spelt, being thin-sliced to appeal to a low-calorie fan base. Spelt will be renamed Svelte Spelt. The rest of the NatureBake bread varieties will be discontinued starting on January 1, 2013.
The NatureBake and DKB operations, including staff, have been combined for years, so no jobs will be affected. Employees, one-third of whom are ex-cons like Dave, will focus their efforts on producing more of the DKB breads.
DKB has grown rapidly in seven years, evolving from four varieties sold at a weekly booth at the Portland Farmer's Market by Dave and Shobi Dahl (Glenn's son), to 16 varieties sold in grocery chains across 10 states, including Costco and Safeway stores in Hawaii. Southern California most recently joined the KillerBreadHead community, with more regions in the queue for expansion.
Known for its trademark explosion of seeds and delicious chewiness, Dave's Killer Bread is equally well known for the struggles faced by Co-Founder and President Dave Dahl, who battled depression and emerged from a life of crime to become one of the most celebrated bread artisans on the West Coast.
"Glenn took a big chance on me – and it wasn't the first time," Dave Dahl said. "I know our dad would be proud of how we've grown this company and how happy our bread makes people. It's a legacy we're proud to continue."
NatureBake Discontinuation FAQ
- Q: Are all NatureBake varieties being discontinued?
- A: The majority of NatureBake products are being discontinued on January 1st, 2013. We are moving Oregon Grains and Spelt over to the Dave’s Killer Bread brand, so look for these on the shelves in early January, 2013.
- Q: Will Oregon Grains and Spelt be the same as they were under the NatureBake brand?
- A: Both varieties will be very similar to what they were under the NatureBake brand. For Oregon Grains, the biggest change is substituting organic dried cane syrup (sugar) for locally sourced honey (which, we did to keep this bread free of animal products). As for Spelt, under the DKB brand, this variety will be thin-sliced with lower calories and higher fiber per serving.
- Q: Where can I find them?
- A: You can find these new Dave’s Killer Bread varieties at select locations where DKB is currently sold (including the Healthy Bread Store), in early January, 2013.
- Q: Will anyone be losing their job now that NatureBake is being discontinued?
- A: No one will lose their job. Our company operations have been combined for years, and the transition will allow us to put all of our resources towards growing Dave’s Killer Bread.
- Q: Why did you make this decision?
- A: This decision was not made hastily, and we are sad to see NatureBake go as well. However, we are very excited to continue the tradition started by Jim Dahl in the mid-1950s of baking healthy, hearty, earth-conscious and delicious products. Just as Jim’s original bakery became NatureBake, now NatureBake will become Dave’s Killer Bread.
- Q: How much longer will you be making NatureBake products?
- A: The last day we will be baking NatureBake products is Thursday, December 27th, 2012. NatureBake products will be available for purchase until January 1st, 2013.
- Q: Will I still be able to purchase NatureBake products at the Healthy Bread Store?
- A: We will have NatureBake products available for purchase at the Healthy Bread Store until January 1st, 2013.
- Q: Can I place a special order for NatureBake products?
- A: Orders for NatureBake products can be placed through our Sales Department until Monday, December 24th, 2012.
- Q: Is Glenn still a part of the family business?
- A: Yes, Glenn is the Chairman of the Board. His son, Shobi, is the CEO of Dave’s Killer Bread. His brother, Dave, is the President of Dave’s Killer Bread.