From Massachusetts | Swiss Immigrants Bake their Way to the American Dream

Thomas and Helene Stohr came to North America from Switzerland a decade and a half ago. They first lived in Canada with their two sons, then moved to New England. Their Swiss bakery in Massachusetts serves authentic, all-natural Swiss foods, just like those families in Switzerland enjoy.

The Stohrs began their bakery as a home-based business in 2006. They baked all day and Thomas delivered the ultra-fresh foods in the evenings. To this day, one of their claims to fame is serving food baked fresh the day it’s purchased. The Swiss bakery also is known for creativity and selection, from light and fluffy filled croissants and pastries, to European-style pretzels in all shapes and sizes—even frogs and snails.

The Stohrs opened their first storefront bakery in 2009, in Reading, Massachusetts. A second location was launched in 2013 in nearby Allston. They now have more than 40 crew members, whom they call “guest huggers.” Employees don’t literally hug guests. The title is a way of demonstrating how much they care. “If you make guests happy, they will come back to you,” Thomas explained.
In spite of their success, Thomas admits it was difficult to start a business as an immigrant. On the other hand, he said the community has been very supportive. “We like the open minded USA and, as we show, the American dream is alive, if you are willing to work hard,” he said.

A positive, almost joyful attitude about their business, meticulous attention to detail, and very high-quality, authentic Swiss foods all have contributed to the Stohrs’ success. In a video on the store website, www.swissbakers.com, Helene said, “I like to bake, because I can make people happy with food. I am very picky. It has to be perfect.” The bakery’s dedication to perfection recently was recognized on the television show, “Phantom Gourmet.”

Thomas’s advice to others who would like to start businesses in America? “Be willing to work hard, be patient and get used to the culture first. Try to learn in the corporate world [before you open a business] to understand the cultural differences between ‘your’ country and the USA.” Now the Stohrs are happy to call America their country.