Noga Bread Co., a bakery in Torrance, thrives with unique creations after its founders, Lee Begim and Avi Sabag, faced several challenges including the pandemic and global events. Begim's culinary experience spans from NYC to Tel Aviv, while Sabag leveraged her travel flexibility to explore Europe and the Middle East. Their serendipitous friendship blossomed into collaborative pop-up meals, and they embraced local agricultural resources in Israel. This innovative approach laid the foundation for an exciting bakery that now serves devoted customers amidst its evolving story of resilience.
During the pandemic, Sabag also booked a one-way ticket to Tel Aviv from Atlanta. She had a friend who had just moved there, and her professional organizing company afforded her the flexibility to travel.
Both of us were not meant to be there. The couple got an apartment in Noga, a moshav or cooperative agricultural area in south-central Israel, where residents can help themselves to whatever is growing in the neighborhood.
I'd be at the bar and we both spoke English, and that just evolved to where we are now. It's a story where many events lined up perfectly for us.
But before there were lines forming for their merguez-filled croissants, date-caramel sticky buns and chocolate chunk cookies, the two had to navigate a pandemic, a war and a flood.
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