On July 1, 2014, Udi Bar-On stood a divided man.
He’d recently completed the sale of the gluten-free granola business he’d developed and that he and his family had grown by 3,000 percent over a four-year span from 2008 to 2012. But in addition to giving up factories full of high-priced nuts and banana chips, he’d lost the use of his name.
Bar-on wasn’t emotional about it — he’d garnered $125 million in the transaction from the company now known as Boulder Brands Inc. But the terms of the sale required him to rename the 20-year-old company, and he knew that the work had to begin right away in re-educating the public about what now were three lines of the business — the Etai’s Bakery Cafés and catering company named for his son, the Sylvi’s full-service restaurants named for his mother and the Izzio Artisan Bakery named for his head baker.
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