From Grandma’s Kitchen to Grocery Stores Nationwide: Jill Bommarito’s Gluten-Free Journey
An Interview with Jill Bommarito, Founder of Ethel’s Baking Company
In 2010, a family gathering and a cherished family recipe sparked the creation of one of America’s most beloved gluten-free dessert brands. Jill Bommarito, inspired by her grandmother Ethel’s baking legacy, took a leap from marketing into the kitchen—and never looked back. Today, Ethel’s Baking Company is known for its rich, buttery dessert bars that capture the warmth of homemade baking while catering to modern dietary needs.
We sat down with Jill to learn about her entrepreneurial journey, the power of purpose-driven baking, and how she transformed personal passion into a national business rooted in flavor, inclusivity, and resilience.
The Spark of Something Sweet
“I started Ethel’s in 2010 after baking gluten-free bars for a family gathering,” Jill recalls. “Even those without dietary restrictions loved them. That’s when I realized there was a real gap in the market for gluten-free desserts that didn’t taste like a compromise.”
With a marketing background and a personal need for gluten-free options, Jill began experimenting in her home kitchen, guided by her grandmother’s recipes and a mission to bring people together through food.
From Risk to Reward
One of the defining early moments came in 2012, when Jill made the difficult decision to invest in a dedicated gluten-free facility—a massive financial risk for a young company. “It was about trust,” she explains. “Customers with celiac disease needed to know we were safe. That decision built loyalty and set us apart.”
Lessons from the Trenches
Like many founders, Jill learned cash flow management the hard way. “We nearly missed payroll in 2011 because I didn’t account for the delay in retailer payments,” she admits. “Now we track weekly, negotiate better terms, and reserve 20% of revenue for emergencies.”
Routine, Resilience, and Real Talk
Stress is inevitable, but Jill handles it with grace. “A morning walk grounds me. I break problems into actionable steps and stay connected with my team.” She adds, “Hearing from a parent that our desserts made their child feel included—that’s what keeps me going.”
Her weekly “focus hour” on Mondays is a game-changer. “No notifications, just a notebook and coffee. I reflect, prioritize, and set my course for the week.”
Pivots, Passion, and the Power of Listening
In 2015, customer demand led Jill to pivot from local retail to national online sales. “We tested it with a simple website and saw instant traction. That move connected us directly with our community.”
Still, not every idea was a hit. “Our chocolate mint bar in 2014 flopped,” she laughs. “But that failure taught me to test before launching and to listen closely to customer preferences.”
The Human Side of Compliance
One surprise? The emotional toll of regulatory compliance. “No one tells you how stressful gluten-free certification can be,” Jill says. “But building systems—and asking for help—turned that challenge into a strength.”
Founder Wisdom to Live By
One piece of advice has stuck with her: “Focus on what only you can do, and delegate the rest.” Jill’s ability to let go, trust her team, and stay focused on her core strengths has helped Ethel’s flourish while staying true to its roots.
Building the Right Team
Hiring the right people is essential. “I made the mistake of rushing a production manager hire. Now, we use trial shifts and reference checks to ensure alignment with our culture.” Her advice: “Hire for passion and reliability, not just skill.”
Stretching Every Dollar
In 2016, faced with a flour price hike, Jill negotiated vendor terms, optimized baking schedules, and turned imperfect bars into revenue. “We got scrappy without sacrificing quality.”
Customer First, Always
When a customer received a crumbled shipment, Jill didn’t just replace the product—she called them personally, added extras, and revamped packaging. “That customer became a loyal fan. Care turns complaints into connection.”
From homemade beginnings to national shelves, Jill Bommarito’s journey is a masterclass in baking with purpose, leading with heart, and never underestimating the power of a really, really good dessert bar.
