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Monthly Archives: February 2010

How Sangak Bread Spreads the Love of Wholesome Choice


We all hate lines.

But  sometimes a line is worth the wait.

What has now become a kind of rite of culinary passage and tradition for many in Orange County is to patiently cool your heels for the seeded flatbread known as “Sangak“, prepared in the ancient Persian tradition by the bakers at Wholesome Choice in Irvine.

Mike Mokhtare opened Wholesome Choice in 2003 to provide the diverse population of Irvine with the Persian foods he was driving miles to buy for his own family.

The grocery store boasts a massive selection of Persian foods as well as an  international sampling of Chinese sauces, kosher fish, Indian curries, Russian breads and Mexican spices.

“People living in the United States like to explore new worlds of foods. They are open-minded,” said Mokhtare. “This area has Chinese, Jewish, Persian, South African, Orthodox Jewish, Russian, Indian and Eastern European communities. Our idea was to bring these different cultures, and also white Caucasians, under one ceiling.”

Mokhtare recently opened a second location in Anaheim Hills.


One reason for his expansion is the Sangak Bread.

It literally has a cult-like following.

I should know.

My wife is a member.

She was driving home from the gym – from the GYM! the other night and just had to stop by to get some.

She stood in line and struck up a conversation with the man behind her.

He had driven all the way up from San Diego.

Excuse me did you say San Diego?


And why?

Because his first-time pregnant wife was craving Wholesome Choice Sangak.

Now THAT is a lot of love.

Love, in a lot of ways.

The love of a husband.

The love of a bread.

And the love that goes out into a product and returns tenfold to help you build your business.

How do you spread the love?

Two Guys One Fiesta and No Fear

So my buddy Justin Moore-Brown, aka @BigHeadAsian on Twitter, aka  my partner at OCJobTalk, has launched his latest project with his friend Anthony called twoguysonefiesta.

It is their attempt to be chosen as Ford Fiesta Agents, which I guess means they get a car to drive around for free in exchange for promoting it online.

Sounds pretty sweet!

If you go to their site you can tell they just flat out GET IT when it comes to social media.

They are self-deprecating, fun and passionate about the product.

What more could Ford want?

Good luck guys!

Albert Ko’s Cheap Trick

Meltdown Spare TimeCheapcheapcheap is a website started by 25 year old Albert Ko  and his partner Christopher Younger that is a very smart place to spend your online time.

If you are looking for great deals on all kinds of stuff, it’s right up your alley.

I am sitting in Albert’s hometown of Newton, Massachusetts right now and I can understand why he came up with an online shopping site cause it’s about 14 degrees outside right now.

But Albert now lives in Irvine, so Orange County is lucky enough to claim him and his business as one of our own.

And Albert can enjoy being outside in February.

Cheapcheapcheap hunts for exclusive sales, coupon codes and price drops for all kinds of items that help the consumer shop smarter.

We all spend way too much when we pay full retail and do so mostly our of habit.

Using Cheapcheapcheap can add to the bottom line of the family budget and get you to start thinking differently about how you consume.

Why would you pay $60 for a dress shirt when you can have it delivered to you with free shipping for $10?

Go to the site and you’ll find a community of like-minded people who are hunting up the latest and greatest deals.

They email them to Albert every day and post  them on the forum.

Albert and his crew are basically money saving specialists who can put dollars in your pocket.

Good people to know.