This article originally appeared on The Nosher. Many home cooks this past year, in an Instagram-inspired spirit, upped their challah-baking game with new braiding patterns, interesting flavors and vibrant colors. Yet it was a more standard ingredient that unwittingly connected many to their roots. If you used Fleischmann’s yeast for your challah, you leavened your dough with the essence of American Jewry. The Fleischmann family’s story echoes the experience of many other immigrant Jews. They built on their experience from Europe, using it to fully integrate into American society. Without routines to hinder them, innovative business practices brought them success. Finally, they used their power to benefit their community.