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At Feel Good Bakery, we use only the highest-quality ingredients.
Our talented, friendly staff are dedicated to crafting delicious breads and pastries and helping our customers find just what they’re looking for.

Where It Started

When Rick Kellner settled in the Bay Area he noticed that despite its many excellent bakeries, none offered small-batch, hand-crafted, European-style breads.

So he started baking in his tiny San Francisco apartment, supplying local shops and restaurants with something they couldn’t get anywhere else. “I wanted to raise the bar on bread in the Bay Area” Rick said, and he did. It was 2002. Two years later, Rick opened Feel Good Bakery in Alameda’s Marketplace.

Where It Started

Natural, Sustainable and Local

We bake with organic, non-GMO, locally sourced ingredients of the highest quality. Flours, nuts, fruits and cheeses come from local vendors who share similar beliefs around quality.

Just as we’re driven to produce the finest baked goods, we are committed to giving back to the community and being environmentally sustainable. This means using only the best ingredients and donating excess food to the local homeless shelters. We recycle, reduce waste, and compost whatever can’t be donated.

Natural, Sustainable and Local
We make such a big deal out of all this because
we believe it makes a huge difference—a difference in how you feel,
how we impact the community and the environment.
Rick Kellner, Chief Dough Dude

Rick Kellner, Chief Dough Dude

“We create magnificent items that people savor and remember, reflect and share. We create feel-good memories.” - Rick Kellner

Rick grew up on the Upper West Side of New York City where his grandfather was a baker in the 1920s. Though he never knew his grandfather, baking was in Rick’s blood.

Years later while working in the energy efficiency business, Rick took a vacation that changed his life. Instead of a vacation to Hawaii he attended the San Francisco Baking Institute to learn more about the sourdough process. It was there the idea for Feel Good Bakery was sparked.

“I believe in what our name stands for. It dictates how we treat our customers, each other, our vendors and the community.”

You’ll find Rick in the Bakery, personally delivering on the Feel Good promise.

Julien Wagner, General Manager

Julien Wagner, General Manager

“Eating is an intimate experience so food should always be made with love. I love it when food evokes a childhood memory, if only for a moment.” - Julien Wagner

Julien was born in Paris. His memories of the classic boulangeries are what inspired him to pursue baking. After completing school, Julien traveled honing his craft before ending up as the pastry chef at Delfina in San Francisco.

Utlimately, Julien wanted to get back to baking breads. In 2007, he became Feel Good Bakery’s bread manager. Now he oversees the whole bakery, ensuring everything the bakery creates is top-notch.

Julien’s passion for baking and unending curiosity shows in every creation including the variety of gluten-free options.

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Faces you'll see at Feel Good Bakery and Markets.
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We want your experience with us to be a good one. So we put a lot of attention on who we hire and how we train them — because it's better with a smile.