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For centuries, rye bread was considered peasant food. More recently, if you found rye flour at all, it was in so-called health food aisles or markets, near the granola and wheat germ.

“Bread is still king.” Rye Goods is located at 234 E 17th St. in Costa Mesa and open 7 a.m. to 4 p.m. daily with dinner hours set to launch in mid-July. TimesOC Costa Mesa. Newsletter.

It was the same bread I ate as a child, Laurence Gottlieb told me, the recipe given him by his father, Isser Gottlieb, who ran the bakery, initially with his father and uncle, for more than 50 years.