Challah Connection began in 2002 as a challah delivery service in Fairfield County, Ct. Every Friday, for Shabbat, customers received a fresh baked challah in their mailbox, along with their morning newspaper. With a business plan to expand the service nationwide and make use of the emerging internet, the business quickly switched to a new path, as many young businesses do, because of a key event. For Challah Connection, the key event was a feature in the New York Times, where the company was highlighted for this unique and heymish (Yiddish for heartwarming) service. We were happily swamped with orders but not for challah deliveries as we expected, but rather: gift baskets. “No problem!” said the very happy owner, Jane Moritz, “of course we can do gift baskets.”

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