We recently connected with Lee Begim and have shared our conversation below.
Lee , thanks for joining us, excited to have you contributing your stories and insights. What’s the kindest thing anyone has ever done for you?
One of the kindest things anyone has ever done for us happened during fig season. We had just introduced a seasonal fig danish, and a regular customer mentioned that he had a large fig tree overflowing with fruit—more than he could possibly eat. The next time he came to our pop-up, he surprised us with a huge basket of the most beautiful golden honey figs, hand picked for us. We had never even seen this variety of fig before, which gets its name from its sweet, honey-like flavor and stunning golden hues. We were in disbelief.
Since then, he and his family have continued to be loyal customers, and he often brings us seasonal treasures from his garden—pomegranates, Meyer lemons, fresh chives—all of which we are then able to turn into special seasonal creations that we have the joy of sharing with our community. It’s a deeply meaningful gesture that reminds us of the generosity and warmth that food can cultivate.
The kindness of the South Bay community is something truly special. To be able to be a part of it, to receive such generosity and support, is something we never could have anticipated when we started. It has become one of the most rewarding parts of what we do, and we’re endlessly grateful for the people who make this journey so meaningful.
Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.
My name is Lee Begim, and I’m the owner and baker behind Noga Bread Co., a rustic sourdough bakery specializing in long-fermented bread and pastries made with organic, seasonal ingredients and a Middle Eastern flair.
My journey into baking wasn’t exactly traditional—I’m a classically trained chef who attended culinary school in New York, where I spent years working in incredible fine dining restaurants. It wasn’t until I returned to my hometown in California that I truly fell in love with dough, fermentation, and the slow craft of baking.
While traveling and living in Europe and the Middle East, I had the opportunity to work at fine patisseries, deepening my appreciation for precision in pastry. That experience, combined with my culinary background, shaped the philosophy behind Noga Bread Co.—where we honor time-honored baking traditions while embracing bold, unexpected flavors.
At Noga Bread Co., we focus on 72-hour fermented sourdough and seasonal pastries that reflect the rhythm of nature. We believe in using the best possible ingredients—organic flour, locally sourced produce—and never taking shortcuts in the kitchen. Our bread is made with just three ingredients: flour, water, and salt, yet the complexity of flavor comes from patience, whole grains, and fermentation.
What sets us apart is the quality, care, and artistry behind every single item we make. In an industry where speed and mass production often take priority, we take the opposite approach—focusing on slow, intentional methods that bring out the best flavors and textures. We believe great bread and pastries should be an experience, something that connects people to tradition, the seasons, and each other.
One of the things I’m most proud of is the community we’ve built. Without a storefront (yet!), we rely on weekly pop-ups to share our goods, and through this, we’ve cultivated an incredible group of regulars who appreciate what we do and support us wholeheartedly. Some even bring us beautiful produce from their gardens, which we turn into special pastries for everyone to enjoy. This kind of connection—between the bakery, the community, and the ingredients—is what makes Noga Bread Co. so special.
For those just discovering us, I want them to know that we’re not just a bakery—we’re a small, passionate team dedicated to making the best bread and pastries possible, with integrity and heart. We hope that when people eat our bread, they taste the difference, feel the care that went into it, and know they’re supporting an age-old craft that is deeply meaningful to us.
How did you build your audience on social media?
We are firm believers in organic marketing. When we started, we had just 100 followers on Instagram six months ago, and now we’ve grown to over 2,500—which still feels surreal to us! I wish there were a secret formula, but the truth is, it all comes down to consistency and storytelling.
We share everything—the good and the bad, the wins and the lessons learned, the trial and error that comes with running a small business. But at the heart of it all is genuine human connection. Every time we gain a new follower, the first thing we do is check who they are. Are they someone we’ve met at a pop-up? A new face discovering us for the first time? We want to truly know our customers, not just as numbers but as part of the community we’re building.
For anyone just starting to build their social media presence, our biggest advice is to be authentic. Show up consistently, tell your story, and engage with the people who support you. Social media isn’t just a marketing tool—it’s a way to connect, build relationships, and create something meaningful beyond just the product you’re selling.
Any stories or insights that might help us understand how you’ve built such a strong reputation?
Our reputation has been built on a foundation of quality, consistency, and authenticity. From day one, we committed to making everything by hand, using the best possible ingredients, and never cutting corners—people can taste the difference, and that has earned their trust.
Beyond the product itself, we’ve built strong relationships with our customers by showing up consistently, being transparent about our process, and fostering real connections. We take the time to engage with our community, whether it’s remembering a regular’s favorite pastry, sourcing ingredients from local farmers, or simply sharing behind-the-scenes moments of the baking process.
Word-of-mouth has also played a huge role. When people love what we do, they naturally want to share it. Customers have brought their friends and family to our pop-ups, posted about us on social media, and even gifted our bread to others, which has helped us grow in an organic and meaningful way.
Most importantly, we genuinely care. We care about our craft, our customers, and the experience we create. That passion shines through in everything we do, and we believe that’s what sets us apart and continues to build our reputation.
Contact Info:
- Website: https://www.nogabreadco.com
- Instagram: @nogabreadco
- Facebook: @nogabreadco
