Sam’s Club Demos — December 28

NEW HAMPSHIRE — Seabrook, Hudson, Concord, Manchester
MAINE — Bangor, Augusta, Scarborough
MASSACHUSETTS — Fall River, Seekonk, Worcester
CONNECTICUT — Orange, Newington, Manchester
NEW JERSEY — Williamstown, Budd Lake, Secaucus, Linden, Edison, Princeton, Deptford, Freehold, Pleasantville, Cinnaminson
MARYLAND — Salisbury
NEW YORK — Kingston, Fishkill, Vestal, Niagara Falls, Middletown, Medford, Elmira, Latham, Plattsburgh, Watertown, Cheektowaga, Elmsford, Syracuse, Rochester, Henrietta
PENNSYLVANIA — Philadelphia, Henrietta, Allentown, Muncy, Exton, Easton, Scranton, Dickson City, Willow Grove, Langhorne, Temple, York, Harrisburg, Wilkes Barre



“…and Hold the GMOs, please.”

November 19, 2013

Starting in early 2014 at stores across the country, buyers of Rustic Crust prepared pizza crusts and American Flatbread frozen pizza will spot an icon pledging that the products contain no genetically modified ingredients.

The move comes as many brands are adopting a similar non-GMO stance, says Rustic Crust CEO Brad Sterl. “This is similar to the movement a few years back, when dairy brands were convinced by consumers to reject milk containing artificial bovine growth hormone, or rBST. I think consumers’ feelings about GMOs are similar: if it’s fake or unnatural, we don’t want it in our food.”

Avoiding genetically-modified ingredients isn’t easy, Sterl admits. He points out that more than 88 percent of the corn and soy planted in the United States is genetically modified and that an estimated 70 percent of foods on store shelves contains some GMO ingredients.

“There’s no research that shows GMOs are harmful, but I don’t think consumers who want to buy an organic or all-natural product like ours want GMOs,” says Sterl. “When they buy our crusts, they can add whatever toppings they want, and we also want them to enjoy our American Flatbread frozen line. We owe our customers total disclosure on what’s in that crust or that pizza – and what’s not.”

Join us in supporting our veterans!

September 6, 2013

Over the past two years, our two pizza brands – American Flatbread frozen pizza and our sister brand, Rustic Crust ready-made crusts – have enabled us to spotlight some very worthy causes, and the latest involves wounded veterans.

Our wood-fired pizza oven truck, with another oven in tow, sets out in a few days to make an 1,100-mile trek from New Hampshire to Charleston, SC, for the 4th annual Lt. Dan Weekend Sept. 13-14.  Thousands of pizzas will be provided to veterans and their families, and the trip is part of a larger fundraising effort on their behalf.

Giving back is nothing new to these good-for-you pizza brands. In the past two years, we’ve hosted a make-your-own pizza event for students at Boston’s Perkins School for the Blind, co-sponsored a fundraiser for Boston Marathon bombing victim Jeff Bauman, and served up almost 1,000 pizzas via the oven truck to Rockaway Beach, Queens residents struggling to recover from the effects of Superstorm Sandy.

The Charleston weekend is organized by the Independence Fund (, which has raised millions in support of wounded veterans. Rustic Crust and American Flatbread’s participation will focus on raising funds for the purchase of all-terrain wheelchairs for veterans, and the brands have launched a Facebook campaign to enlist their 75,000 fans to donate toward the purchase of these state-of-the-art “track” chairs (info:!track-chairs/c1qsz).

Rustic/American Flatbread will be providing free pizza in Charleston at a Sept. 13 meet-and-greet for veterans and their families, and be among the food suppliers at a Saturday night concert for 5,000 attendees, featuring the Lt. Dan Band (fronted by actor Gary Sinise, who portrayed Lt. Dan in “Forrest Gump” and who is nationally known for his support of veterans) as well as other acts.

On its return, the truck will stop at the Walter Reed National Military Medical Center in Bethesda, MD to provide a pizza lunch and/or dinner for patients and their families.

Pizza lovers interested in learning more about the fundraiser can check out both brands on Facebook ( and

USA Today sings our praises

June 5, 2013

USA Today travel writer Larry Olmsted recently authored a piece on “Great American Bites,” and here’s how he intro’d a piece on American Flatbread Restaurants, in Vermont:

“American Flatbread is likely the best frozen pizza you can buy in this country. That’s how most people know the brand, which is sold in supermarkets throughout the Northeast and increasingly everywhere by national chains such as Whole Foods. Each frozen gourmet flatbread is handmade with natural ingredients and cooked in wood-fired ovens in New Hampshire by a company called Rustic Crust….”

Read all about it here.

AFB Fundraiser for Boston Marathon bombing victim held May 11

May 11, 2013

American Flatbread and Tulley Automotive in Nashua recently hosted a fundraiser to benefit Boston Marathon bombing victim Jeff Bauman. The event, which included live music, raffles and giveaways, was held at the Tully Automotive Dealership on Daniel Webster Highway South in Nashua, NH.

American Flatbread’s wood-fired pizza oven truck was on site, with 100% of the proceeds from the sale of pizzas going to a fund to cover the cost of Bauman’s treatment and rehabilitation. Bauman is a Massachusetts resident who works at the Nashua Costco, a short distance from the site of the fundraiser.

“We brought our wood-fired truck to Rockaway Beach, NY to feed victims of Superstorm Sandy, and we’re pleased to step up for another worthy cause,” says Brad Sterl, CEO of Rustic Crust, the company that makes the frozen American Flatbread pizzas as well as ready-made Rustic Crust pizza crusts and sauce.

For those wishing to make a direct donation to benefit Bauman’s recovery, a fund has been set up by TD Bank, in Concord, NH.

American Flatbread rolls out three eclectic pizza varieties

November 8, 2012

What’s in a pizza name? Plenty, says the maker of a line of handcrafted pies he says are the best-tasting frozen pizzas on the market.

“Pizza’s a fun food, so why shouldn’t pizza names bring a smile to your face?” asks Brad Sterl, CEO of American Flatbread Frozen Pizza, which already boasts varieties like Ionian Awakening and Revolution.

Read More >


Join the Pizza Party and Cast a Vote for Good Taste!

January 6, 2012

In this presidential primary year, voters can choose good taste and cast their ballot for a candidate they can really sink their teeth into. Rustic Crust will host a campaign rally featuring its wood-fired pizza oven truck in downtown Manchester Saturday, Jan. 7, from 3-5 pm to launch the First-in-the- Nation Pizza Primary.

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When it comes to pizza sales, seeing is believing

November  2011

Once packaged in a box long on message, but short on showing consumers what they were actually buying, American Flatbread frozen pizzas are now front and center.

“We needed to show that our pizza isn’t a perfect circle – it’s a premium pizza with a little personality,” says Brad Sterl, CEO of Rustic Crust, which produces American Flatbread pizzas. “And since it looks as good as it tastes, we thought we’d show it off.”

Read More >


Rustic Crust’s wood-fired pizza oven hits the road this summer, making stops at Market Basket stores throughout New Hampshire now through early September.

June 28, 2011

The Pizza Wednesdays campaign begins tomorrow, June 29, and  means free slices of pizza and coupons for those working up an appetite during their weekly grocery shopping.

Read More >