Taking Care of Business and People: The Story Behind Dave’s Killer Bread
Sometimes all it takes to change a life is for someone to give a person a second chance.
BY VICKI MARTINEZ
“We are more than ‘Killer Bread’,” says Cristina Watson, brand manager for Dave's Killer Bread (DKB). “We're not just making delicious and nutritious bread,” she says, “we're making a difference in people's lives.”
DAVE AT THE PORTLAND FARMERS MARKET
Second Chances are a First Priority
What Watson is referring to is Second Chance Employment, the altruistic hiring philosophy and practice that's become an identifying ingredient in the bread-making process at Dave’s Killer Bread. They believe that the best person for the job should be hired for the job, regardless of criminal background.
In fact, it's Dave himself who was the first to benefit from this open-minded attitude and belief in second chances. Back in 2005, after several prison sentences totaling 15 years, Dave had a moment of realization and decided he was ready to make a change.
The Dahl family began making bread back in 1955, and when Dave returned, eldest brother Glenn was the company president. Glenn had always believed that just because someone made bad decisions in the past doesn’t automatically equate to them being a bad person. “Glenn welcomed Dave back to the family business and tasked Dave with coming up with a new line of breads that would appeal to a younger crowd. Dave worked hard and brought a line of products to a local farmers market in Portland,” Watson explains. It was an immediate hit. That was in 2005. And, as they say, the rest is history. Dave's Killer Bread is now the number one organic bread in the country.
Advocates for Change
In 2015, the success of DKB’s Second Chance Employment practices led to the creation of Dave's Killer Bread Foundation. “The mission,” Watson says, “is to work with other businesses to adopt Second Chance Employment practices. We hope to open people’s eyes to realize that those with different backgrounds—even criminal backgrounds—have the same value and worth as anyone else.”
The bread manufacturer believes very strongly in the power of their philosophy. “Our people are so amazing. There's a feeling of camaraderie and ownership in the process of making the bread,” says Watson. “We have cultivated an incredibly open, positive and grateful environment. And the amount of gratitude among the employee-partners is remarkably inspiring.”
Find out firsthand how Dave’s Killer Bread is changing lives by reading these heartfelt stories of hope and change from employees.
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