By Susie Timm, Chief Operating Foodie

Bread Matters. That’s the resounding mantra of Simply Bread owner and founder Harold Back.

As a bread lover, I wanted a chance to see the company behind many of the valley’s bountiful and delicious bread baskets.

I recently asked the legions of people who are “fans” on our Facebook page: Bread basket: Ignore or Engage. The overwhelming majority responded, “INDULGE immediately,” or “Only if it’s good bread.” The main sentiment was that bread is the benchmark for a good meal and can really set the stage for the rest of the dining experience.

Back couldn’t agree more and said, “The bread basket is like eating with your chin. The first thing client is going to taste is the bread. Many chefs don’t care—but many do and the ones that do are the ones we service.”

The bread basket counts.

Simply Bread started in 2006 with a modest operation off 24^th St. and McDowell. They have grown and expanded rapidly and have since moved their baking operation to Chandler. They maintain a warehouse, retail shop and business offices at their original Phoenix location.

Back, along with head baker Jeff Yankellow have created a business model that thrives on restaurant and store buyers who appreciate quality ingredients and processes.

“When we opened we had Royal Palm, Four Seasons and Ritz Carlton as our first clients. We made a decision to focus on high grade, high quality ingredients,” said Back.

The Retail Shop Sign on 24th and McDowell

Back believes strongly that bread is a deep-seeded primal need of humans. “It’s our first civilized act, growing wheat and making bread,” he said.

Simply Bread handcrafts over 182 items for a growing customer list that ranges in type of restaurant fairly dramatically.

“You can have a delicious sandwich at Streets of NY for lunch and then have our product for dinner at the Four Seasons,” explained Back.

Simply Bread’s business model has remained true to its original philosophy as its client base has evolved and expanded.

Day Old Specials for $3

“We are not going to compromise the quality of ingredients or techniques to make our high quality goods. We’ve got to make high quality everything, no matter what,” said Back.

In fact, throughout the course of our interview, Back stressed high quality ingredients no less than twenty times. He is quite passionate about that topic!

All bread varietals start out with sourdough as a base, but many use different starters dependant upon the type of bread.

Rows of Fresh Baked Delights

Simply Bread also makes seasonal items such as stuffing, hot crossed buns and mandel bread.

Simply Bread makes granola too!

They use local products like olive oil from Queen Creek Olive Mill, and organic fruits and nuts.

“We don’t use any chemicals or artificial ingredients. When you look at our product, what we include is important but what we exclude is also very important. You are not going to find a lot of ingredients in our product that you WILL find it other bread makers locally. We don’t put any bromates in our flour. Everyone includes them in this market. We do not. It’s a known carcinogen. It makes a difference in the integrity of the product,” said Back, “there’s a clean label on our product.”

Simply Bread is focused on slow and steady growth. They don’t want to expand too rapidly and lose focus of quality and consistency of their product.

As for competition in the market? “If you look at bread as a commodity, then we have a lot of competition. However, we don’t look at it that way, so we know we are set apart,” said Back.

It is evident to me that if the bread basket is “owned” by Simply Bread, that it will make an indelible impression on my dining experience. Bread, indeed, matters.

Cherry Chocolate Chip Oatmeal Cookies