In 1990 Michel Rouache and Shimon Harosh started Twin City Bagel, Inc. in St. Paul, Minnesota. Their vision was to create the premier bagel manufacturing facility in the United States and service the local wholesale and retail operators in the Twin City area of Minneapolis and St. Paul, Minnesota.

As news of their emphasis on quality and service in making a traditional water boiled / hearth baked bagel grew, many nationally Branded and Store Brand companies began using Twin City Bagel to manufacture bagels. Shimon and Michel focused on being a partner with their customers, rather then just a supplier. The emphasis therefore changed to creating excitement, quality and focus on building the business.

In 2003, as a result of the National Scope of their business, the company filed a d/b/a as National Choice Bakery to better reflect the truly National scope of their business. Both Michel and Shimon are still active daily, insuring that quality and consistency is foremost in the operation.