When George and Rosalia Neldam opened their doors for business in 1929, little could they know, that 70 years and millions of customers later the family owned business would still be going strong. The Bakery had a very small beginning, sharing one-half of a thirty-foot storefront with another business. Through the hard years of the depression, in order to make ends meet, George Neldam worked full time in another bakery and only his spare time could be devoted to the baking for his own store. Rosalia Neldam was also kept busy, dividing her time between raising a family and running the business.       Through the mid-thirties the bakery began to grow and by 1940 it was not unusual to see lines of customers waiting to get into the bakery. During the fifties the Neldam’s were joined by their two sons Jack and Milo and a son-in-law Jim Lucas along with daughters Bobbette and Eleanor who helped to direct and guide the still expanding business. In 1961 Jack Neldam became the youngest president of Retail Bakers of America, the largest national baking organization in the world. One of his functions as president was to visit many of the bakeries throughout our country, and because of this he and his wife pat were able to keep Neldam’s at the forefront of the baking industry.       Neldam’s has been located on the 3400 block of Telegraph Avenue since it opened, and has grown to be one of the largest single store retail bakeries in the United States. Neldam’s reputation was built on quality, and today is one of the few scratch mix bakeries left. It’s reputation as an industry leader has lead to not just local, but international recognition. Today Jack is still the troubleshooter and quality control technician at Neldam’s.       Neldam’s quality is based on a blend of craftsmanship and ingredients. While continuing to improve our most popular items, Neldam’s is constantly looking for the newest trends, even hiring specialists to instruct us in making of new items. Neldam’s uses only quality ingredients, not taking short cuts. Last year Neldam’s used 17 tons of butter, 65 tons of sugar, 34 tons of cream, 4 tons of chocolate and 4000 cases of fresh strawberries.       Community service is also part of Neldam’s history. Unlike most bakeries, Neldam’s does not sell any day old products, but gives it away to local organizations. Every year over $100,000 Dollars of excess product is donated to local food kitchens in both San Francisco and Oakland.       Now as Neldam’s heads in to the next century, keeping with the family tradition, Jack and Pat’s son Mike is now running the business, while the fourth generation is being trained in. Four generations of Neldam’s, and their highly skilled employees, have had but one goal, to make our very best for the most important person, you.