Like all great entrepreneurs, Matt Lewis and Renato Poliafito bit off more than they could chew (pun mostly not intended). They pursued their dream at all costs while ignoring simple realities like financing (or lack thereof), New York City food service and zoning applications (there are many and they are lengthy), and a business plan (we couldn't get beyond the first sentence "Open a great American bakery that is not a cupcake shop".

Regardless, Matt and Renato trudged forth with a small, enthusiastic team, a few tattered recipes, a dwindling bank account, and endless dreams of cake and coffee. Thankfully, their wild-eyed ambition (or naïveté) won out: Baked was finally born in January 2005 in the neighborly neighborhood of Red Hook, Brooklyn.

They still own and operate the bakery (with a lot of help) in addition to writing best-selling cookbooks creating cool new products and building empires (or something like that).