As an avid baker, I never thought I'd be passionate about artificially flavored muffin mix. Jiffy mix is family owned and is one of the most impressive companies out there. It pays it's employees well and the CEO knows almost all by name. It's honest-- they straight up say they have artificial flavoring. They compete on price, not flashy advertising. And my favorite line from the CEO: "What would I do if I sold-out? Spend my life vacationing somewhere?!" We need more companies like Jiffy.