until he sold the bakery in 1955. Table Pride was definitely the largest independent bakery in Southern Illinois from 1944 until 1955. Table Pride made sliced, French and Italian bread, donuts, pies, Danish, cream rolls, bear claws, tarts, horseshoes, and six to eight kinds of cookies, cakes (including wedding cakes), all of which were delivered to every town they serviced. To my knowledge, no other Southern Illinois bakery has had a wholesale and retail business as large as that of Table Pride Bakery during the 20th Century. In 1955 Steve felt that he could no
baking days had not ended, however, because in 1960 he moved to Colorado Springs and worked for a couple of years in a bakery at the Broadmoor Hotel. Finally, in 1966 he opened a fourth bakery there in Colorado Springs that he also named Table Pride. He sold that bakery to a man from Germany. I guess he felt he was getting a little too old to have to be at work at three o'clock every morning. Perhaps this reads more like a biography of Steve Norovich than a story of Table Pride Bakery, but that's because whatever Steve did, he did well, and it was all about his perseverance for excellence and perfection. He made a major contribution to West Frankfort's history. About the author:
After Jo Ann Peak graduated from SIU, she taught at Lincoln school. Her husband, Dexter Peak, finished his R.O.T.C Program and joined the Air Force. She joined him in Alaska when he was at a remote site. She taught school in Anchorage, Alaska. In 1959 they settled in Colorado Springs, Colorado.
In conclusion, the Norovich family actually owned four bakeries in their history. The first was in Buckner in 1920. From 1927-1933, Steve owned the West Frankfort Baking company on the west side of town, located on the southeast corner of Rt.37 and Main, just across the street from Barrett's Restaurant. From 1933 until 1955, Steve owned the Table Pride Bakery across from the Post Office at 116 East Main. When Steve sold the bakery, he moved to Gunnison, Colorado; he purchased a 12-unit motel, which he renovated into a large motel. His
Photo courtesy of Jo Ann Norovich Peak
Photo courtesy of Jo Ann Norovich Peak
longer continue to prosper in the baking business as he wanted, and he sold the bakery to a man whose name I fail to remember. That man only kept the business for a couple of years and sold to Pete Zavich, a By the 1950’s Table Pride Bakery boasted a fleet of 8 trucks and friend of Steves serviced customers all over southern Illinois, including the 149 who had come Grill in West Frankfort. from the same area as his home a part of the town's effort at helpin Europe. The Zavich family kept ing, giving and grieving. the bakery until the late 60's or early 70's. Again, it was a family Table Pride Bakery continued to grow and Steve expanded his truck business, probably one in which the five children Vello, Vlado, Vida, routes. By 1950 he had eight or Vera and Nancy all took part. more routes going out daily, every day except Sunday, supplying near- As the bakery business began to decline and fewer delivery routes ly every town in Southern Illinois were needed, the Zavich family opfrom Carbondale to Mt. Vernon. erated a sandwich shop on the west His biggest competitor was Contiside of the retail store. They also nental Baking Company (Wonder made some bread, but by 1972, Bread) out of St. Louis. He had there was no longer a Table Pride more than 30 people working for Bakery in West Frankfort. him at various times after WWII
Jo Ann Norovich Peak standing in front of the Table Pride Bakery. with her father, Steve Norovich, in 1947.
Spring 2012
Pg. 23