He’s a rocker, he’s an activist, he’s a businessman, he’s a dead-head and now he’s a baker. Bob Jaffe took over Grand Avenues’s Grand Bakery – the bay areas only completely kosher baker - in 1998.
It all started with the black and white cookie – not known as a Jewish delicacy - but popular in the New York metropolitan area.
Jaffe – a native of New Jersey – was surprised that the black and white was a rarity on the west coast. Convinced of the cookies potential success in the wild- west, he decided to make it himself.
Bay Area landlords, though a bit leery of Jaff, who had no experience as a baker. But Gene LeVee, the previous owner of the Grand Bakery for 13 years, agreed to sell the bakery to Jaffe on the condition that he kept the bakery kosher.
The Grand Bakery became Kosher is 1959 under the ownership of Ernie Hollander, Jaffe said. It is one of a handful of kosher bakeries in the Bay Area and among the oldest.
Jaffe , who grew up in a conservative Jewish household, teamed up with Moti Dagan – who did have baking experience – and opened there doors to business in 1998 – with a production of the black and white as well as other Jewish specialties.Jaffe bought his partner’s share in the business in 2002..
The main rule of eating and cooking kosher is to not mix dairy and meat products.
The bakery distributes from their Grand Avenue location as well as a variety of local markets and cafes. Sixty percent of the bakery’s production is sold outside of the store.
Classic rock ballads entertain customers, as well as the ever- changing vintage rock poster that adorn the wall. Jaffe asks pop-quiz questions on about everything from rock trivia to classical literature. Winners can receive a prize of fresh baked goods.
“It’s all about the music,” says Erica Bachman visits the bakery weekly during her round of errands. “It’s a nice homey neighborhood place.”
On holidays when the line is out the door, she says Jaffe provides free samples and entertainment for his customers. “He loves to work the crowd,” Bachman explained.
“I like to keep things exciting,” says Jaffe who insists that customers should be entertained if they have to wait. “People expect to play games when they come in now,” the exuberant entrepreneur continues.
Grand Bakery is a neighborhood bakery, as well as a kosher bakery. The bakery makes birthday and wedding cakes, and caters as well.
“We are everywhere,” is Jaffe motto of life, as well as the company’s corporate name. Some years ago, Jaffe began printing “We are everywhere” stickers and giving them away.
The motto embodies the idea that we are all interconnected and “everybody know everybody.” It’s a matter of taking the time to stop and talk to others to establish the connection. Something Jaffe loves to do.
Diana Tam of Farmer Joe’s Market receives Jaffe’s baked goods regularly. “He cares a great deal about his products and will deliver them himself if necessary to ensure that they are fresh. He is also a very friendly down to earth person. Someone you want to get to know.”

© 2006 Mimi Rohr

Oakland, CA.