Today we’d like to introduce you to Liz And Clayton Hoff.
Hi Liz and Clayton, can you start by introducing yourself? We’d love to learn more about how you got to where you are today?
Our journey to Vida Baking started years before we ever imagined calling Ashland home.
We met while working at the C&O Trattoria in Venice Beach, California. From the very beginning of our relationship, we would talk about one day opening a breakfast place together. We loved the energy of mornings, the sense of community that comes with sharing breakfast, and the idea of creating a place where people would feel welcomed, relaxed, and well fed.
When the pandemic changed the restaurant industry, it also changed our path. Cooking had always been a passion for Liz, so she enrolled in culinary school, and Clayton jumped into the adventure alongside her. Together, we started a catering business in Los Angeles, cooking for film sets and working as private chefs. Those experiences challenged us, helped us grow, and reinforced that creating food for people was what we truly loved.
A visit to a friend in Ashland, Oregon, unexpectedly changed everything. While we were there, we learned that the owner of Vida Baking was preparing to retire and was looking for someone to carry the bakery into its next chapter. What felt like a chance encounter quickly became an opportunity we couldn’t ignore.
Looking back, it feels like every step of our journey led us here. Vida Baking may not have been part of the original plan, but it became the breakfast café we had been dreaming about since the earliest days of our relationship. Today, we’re grateful to share that dream with the Ashland community!
Would you say it’s been a smooth road, and if not what are some of the biggest challenges you’ve faced along the way?
Taking over Vida Baking at the beginning of 2025 came with a unique set of challenges. Stepping into an established business meant honoring what the community already loved while gradually making it our own. Like many small business owners, we’ve learned that running a bakery requires far more than baking. Every day brings a new role, from managing inventory and training staff to solving unexpected problems and making countless decisions behind the scenes. There have been early mornings, long days, and moments that tested our resilience, but each challenge has helped us grow as business owners. Seeing familiar faces return, welcoming new customers, and watching Vida continue to flourish has made every challenge worthwhile.
We’ve been impressed with Vida Baking, but for folks who might not be as familiar, what can you share with them about what you do and what sets you apart from others?
Vida Baking is a 100% gluten free bakery and café in the heart of downtown Ashland, created for everyone, whether they follow a gluten free diet or not. Our mission has always been simple: to prove that gluten free food can be just as delicious, beautiful, and satisfying as anything found in a traditional bakery. We bake everything from scratch each day, from artisan breads and pastries to quiches, sandwiches, and seasonal specialties, using high quality ingredients and recipes that are carefully developed. We’re especially known for our Brazilian cheese bread (Pão de Queijo), creative breakfast and lunch menu, and baked goods that surprise even those who don’t eat gluten free.
What truly sets us apart is our commitment to quality in every aspect of the experience, from the food we serve to the way we welcome each guest. Exceptional customer service is one of our core values. We want every person who walks through our doors to feel genuinely seen, cared for, and at home. Whether someone is visiting for a quick coffee, celebrating a special occasion, or simply looking for a safe place to enjoy gluten free food without worry, our goal is to create an experience that feels warm, inviting, and memorable. We never want our customers to feel like they’re choosing the “gluten free version” of something. We want every bite, every interaction, and every visit to exceed expectations and leave people excited to come back.
Are there any books, apps, podcasts or blogs that help you do your best?
Unreasonable Hospitality, Dare to Lead, Breaking the Habit of Being Yourself, The E Myth
Contact Info:
- Website: https://www.vidabaking.com
- Instagram: https://www.instagram.com/vidabaking?utm_source=qr
- Other: https://share.google/AflKPPFkyrd8bPT5J
