sampling it, and people were raving, just raving about it. >> then the brothers decided to test it out at the local farmer's market. >> we took our loaves down there and people just flipped out, we were like, okay, you know, we are getting more attention than anybody else here. >> that's when they launched the brand. they put dave's picture on the wrapper. they called it dave's killer bread and printed his whole story on the back. >> if i had not suffered, i can safely assure you that you would not be reading the label, i loaf my killer bread. a whole lot of suffering has transformed an ex-con into an honest man who is doing his best to make the world a better place. >> one group, however, that did not love the story, the marketing group hired by the dahl brothers. >> the marketing agency that we were working with at the time said it was a terrible idea, don't put the word killer in your bread. whatever you do, don't put the story on the back. oh, my goodness, this is really good bread, don't ruin it with