Meet Steve Ustin

We caught up with the brilliant and insightful Steve Ustin a few weeks ago and have shared our conversation below.

Steve, thank you so much for joining us and offering your lessons and wisdom for our readers. One of the things we most admire about you is your generosity and so we’d love if you could talk to us about where you think your generosity comes from.

My generosity comes from lessons my father taught me at a very young age. He always
believed that giving back—whether through food, clothing, money, or simply lending a
hand—was one of the most meaningful things a person could do. That value stayed
with me throughout my entire life.

Great, so let’s take a few minutes and cover your story. What should folks know about you and what you do?

I grew up living and breathing bagels. From the time I was little, I spent countless hours
at the bakery with my father, soaking up everything I could about the craft. I’m a third-
generation bagel baker, and in the early 1970s, I became my father’s business partner.
Back then, we had about 30 employees. Today, it’s been incredible watching the
company grow to over 400 employees, supplying major national retailers as well as
small local businesses. It hasn’t been an easy road—there have been challenges,
competition, and plenty of lessons learned along the way. But every obstacle taught us
something valuable.

I’ve always tried to stay mindful of my character, both professionally and personally,
because it affects the business and everyone we work with. Adversity builds character,
and I truly believe you become stronger by learning from your mistakes. I now oversee
daily operations, and one of the greatest joys in my career has been working alongside
my son, Jeff Ustin, who is now the Vice President of the company. Seeing his growth
and making key decisions together has been incredibly rewarding. Sharing the same
goal—to give our customers the finest, highest-quality bagels—makes the work
meaningful.

Looking back, what do you think were the three qualities, skills, or areas of knowledge that were most impactful in your journey? What advice do you have for folks who are early in their journey in terms of how they can best develop or improve on these?

The three qualities that were most impactful in my journey are:

1. Working well with people from all walks of life.

Being able to communicate, listen, and relate to people—employees, vendors,
customers, or partners—has been essential. My advice: stay humble, be curious
about people, and learn how to adapt your communication style. Respect goes a
long way.

2. Passion.

You have to love what you do. Passion keeps you motivated on the tough days
and pushes you to keep improving. For those starting out, follow the work that
energizes you, not just what seems practical. Passion becomes fuel.

3. Avoiding procrastination.

If something needs to be done, handle it right away. Procrastination only creates
larger problems later. Build the habit early: take action, even if it’s a small step,
and don’t let tasks pile up.

These qualities helped shape my career and our company’s growth. Developing them
early sets a strong foundation for any path you choose.

Who has been most helpful in helping you overcome challenges or build and develop the essential skills, qualities or knowledge you needed to be successful?

My dad was my first teacher—and honestly, the best one I’ve ever had. He taught me
the basics of business, how to work with people, and, most importantly, how to treat
people with respect. So much of who I am today came from those early lessons with
him.

Over the years, I’ve also learned a lot from our CPAs and a few business consultants
who have played a big role in our growth. I truly believe it’s important to have a second
set of eyes—someone from the outside who can look at things differently and help you
think outside the box. Those outside perspectives have made a big difference for us.

Contact Info:

• Website: https://westernbagel.com/
• Instagram: https://www.instagram.com/westernbagel/
• Facebook: https://www.facebook.com/WesternBagel

Image Credits

Western Bagel