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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.

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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?

Yup.

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?