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Rapoport and Powell outfitted the new location with used bakery equipment they had gradually purchased over the past two years and have not looked back.

Their business has a unique niche since 90 to 95 percent of the baked goods contain whole food and organic ingredients.

And their bootstrap approach has kept the partners relatively free of debt and investor interference allowing them to evolve the business to meet that niche market dumping ideas that clearly don't work and adding others for which they see a demand.

For example, in a marketing maneuver he still proudly recounts, Rapoport got what he estimates amounted to $1,500 in radio publicity for just $210 in actual cash outlay by offering to create a cake celebrating the new mascot for Lehigh Valley radio station WZZO 95.1 FM.

In addition to paid drive reports he agreed to sponsor, Rapoport said DJ's continued to talk up the cake and who was making it all week on the air.

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