When It Clicked – Glenn Dahl: How a Second Chance Led to Killer Bread

Air Date: February 5, 2025
Host: Ana Zamora (Founder/CEO, The Just Trust)
Guest: Glenn Dahl (Co-founder and former CEO, Dave’s Killer Bread)

Episode Overview

In this thought-provoking episode of When It Clicked, Ana Zamora invites Glenn Dahl—baker, entrepreneur, and brother to Dave of Dave's Killer Bread—to discuss the intertwined journeys of family, redemption, and second chances. Glenn reflects on how his family's bakery became a pioneer in second-chance hiring, providing meaningful employment to formerly incarcerated individuals, and why reimagining justice means focusing on rehabilitation, not just punishment.

Key Topics & Insights

1. Growing Up Dahl: Family, Bakery, and Black & White Thinking

[03:22-04:49]

• Glenn identifies as a second-generation baker who bought the family business, Nature Bake.
• Dave, Glenn’s younger brother, cycled in and out of both the business and prison.
• Glenn candidly admits to his early worldview:

  “When I was younger, people who committed crime went to prison and they deserved it. It was pretty black and white. There was no nuance…” —Glenn Dahl [04:49]

• The family culture was rigid: "You do the crime, you’re going to do the time and you deserve it.” [04:54]

2. The Criminal Justice System as a Family Experience

[05:15-07:03]

• Glenn opens up about living with Dave (then 17), witnessing his brother’s turn to drugs, and feeling complicit due to his own “party” lifestyle:

  “I'm afraid that I wasn't a great influence at that point...between the people who were around me and everything, I think he got his first introduction into that kind of lifestyle.” —Glenn Dahl [05:38]

• He reflects on Dave’s early struggles:

  “He had the demons. When he discovered drugs, he thought he had discovered the treatment for the demons.” —Glenn Dahl [06:15]

• Ana and Glenn both share the emotional complexities of having a loved one incarcerated, highlighting the ripple effects on families.

3. Dave’s Release – A Turning Point

[07:04-08:25]

• Glenn recalls the day he picked Dave up from prison in late 2004:

  “The first thing he wanted to do was go to Burger King.” —Glenn Dahl [07:08]

• He noticed how overwhelming reentry can be:

  “The overload of...you in this very regimented prison lifestyle. And when you get out, the whole world is banging around you.” —Glenn Dahl [07:32]

• The episode underscores the challenges returning individuals face upon release and the importance of supportive reunification.
• The family’s New Year’s reunion marks the start of healing.

4. Building Dave’s Killer Bread: From Risk to Reward

[08:47-13:05]

• Glenn shares how Dave, eager and informed after reading about baking in prison, was welcomed back into the business to his delight:

  “He was arguably, actually not that arguably, the most talented baker of the bunch of us.” —Glenn Dahl [09:13]

• The origin story of the “Killer Bread” branding:
  • Dave made a new bread and labeled it “killer.” Marketing consultants warned against branding it “Dave’s Killer Bread” due to Dave’s incarceration background:

    “‘What a terrible, terrible idea. You can’t have an ex-felon calling his bread ‘Killer’ and put it out on the market.’” —Glenn Dahl recalling consultants’ advice [12:15]

  • Glenn, Dave, and Glenn’s son resisted:

    “Almost all at once we kind of looked at each other and went, ‘f those guys. We’re going to do what we want to do.’” —Glenn Dahl [12:53]

5. Second Chance Hiring: Transforming a Business and Lives

[13:27-16:57]

• Glenn explains their hiring ethos:

  “We brought people in and we gave them a job working beside anyone else with dignity. We treated them the same way. They weren’t like second-class citizens.” —Glenn Dahl [13:27]

• Leadership opportunities for formerly incarcerated staff, including a bakery president with such a background.
• Loyalty as a key benefit:

  “The loyalty factor on our reentry people was very high…” —Glenn Dahl [14:26]

• Anecdote about a former convicted murderer who blossomed in the supportive environment:

  “He had murder eyes…Let’s just say within a few months, his eyes brightened up and he turned out to be the biggest sweetheart…And he has gone on to have an extraordinarily successful life.” —Glenn Dahl [15:13; 15:51]

• Glenn stresses the importance of ongoing human connection:

  “Don’t just hire people, throw them out there, and expect them to do well. Go out and see how they’re doing, shake their hand…ask their opinion.” —Glenn Dahl [16:39]

6. Life Beyond Bread: Reflection & Continuing the Mission

[17:38-19:26; 21:06-22:22]

• Glenn’s relationship with Dave has improved post-business:

  "It's never been better than it is now. The two of us have kind of been able to put aside anything without the business being in the way and try to understand each other." —Glenn Dahl [18:08]

• Nostalgia for the early days of a small, family-run bakery.
• Today, Glenn is active in reentry initiatives (Southeast Works, Inside Alliance) and prison programming:

  “We help people understand that they're in control of their own lives and that thoughts are just thoughts...the past and all the other nasty things that have gone on in your life...they don't have to control you.” —Glenn Dahl [21:30]

7. Second Chances: Why They Matter

[22:36-23:18]

• Glenn’s central message:

  “If we don't change the way we punish and incarcerate without any hope or very little hope of rehabilitation—and if we treat people who earn it with dignity—they should be given the opportunity to find ways to change their life instead of just being housed. If we don’t do that, it’s just gonna get worse, worse, and worse. And we’ve seen that. It’s proved every day.” —Glenn Dahl [22:43; 23:02]

Notable Quotes & Memorable Moments

• On Judging Without Nuance:

  "When I was younger, people who committed crime went to prison and they deserved it..." —Glenn Dahl [04:49]

• On Brand Courage:

  “Almost all at once we kind of looked at each other and went, 'f those guys. We’re going to do what we want to do.'" —Glenn Dahl [12:53]

• On Second Chance Hiring:

  “You will get very, very loyal employees. The loyalty factor on our reentry people was very high.” —Glenn Dahl [14:26]

• On Transformation:

  “He had murder eyes…within a few months, his eyes brightened…and he has gone on to have an extraordinarily successful life.” —Glenn Dahl [15:13; 15:51]

• On Ongoing Human Connection:

  “Go out and see how they’re doing, thank them for the work they’re doing, ask them their opinion.” —Glenn Dahl [16:39]

• On What He Misses:

  "I miss the people. I miss the family business when it was smaller." —Glenn Dahl [18:45]

• On Hope and Systemic Change:

  “If we don’t do that, it’s just gonna get worse, worse, and worse…” —Glenn Dahl [23:11]

Timestamps for Key Segments

• [03:22] Glenn introduces himself and his family business background
• [04:49] Early perspectives on crime and punishment
• [06:03] Glenn describes Dave’s struggles and their family dynamic
• [07:04] Dave’s release and immediate challenges
• [08:47] Decision to re-welcome Dave into bakery
• [11:33] Story of Dave inventing “killer” bread
• [13:27] Implementation of second-chance hiring at the bakery
• [15:13] Memorable story of employee transformation
• [18:08] Reflections on life and business with Dave
• [21:06] Glenn’s current initiatives in reentry and prison programs
• [22:36] Glenn’s call to action on rehabilitation and hope

Conclusion

Glenn Dahl’s personal and professional journey epitomizes the impact of second chances—on individuals, businesses, and entire communities. Through family resilience, daring branding moves, and intentional second-chance hiring, Dave’s Killer Bread became a beacon of transformation. Glenn urges a justice system—and a society—that prioritizes dignity, ongoing support, and the possibility of redemption.

For more about second-chance hiring and related resources, visit the show notes or organizations mentioned by the episode’s close.