Daniel Jobin named his bakery after a joke between friends, opened it steps from Marché Jean-Talon in 2012, and eventually handed it off to two former employees, Jean-Baptiste Gil and Thibault Delouis, in 2021. The bread is made with organic flour, slow-kneaded at low temperature for an open, moist crumb, and sold by weight. The lineup shifts by day of the week, with weekend specials alongside the weekday staples. Signature loaves include the Castagne, made with chestnut, walnut, and apple, and the Popeye, with goat cheese and sea spinach. The croissants, credited to Delouis, are among the better ones in the city. Unsold product goes to local organizations each week.