Walking down the aisles of a Safeway in Canton, Jules Shepard remembers learning to cope with a gluten-free diet after becoming pregnant with her first child. After a year of “food depression” she realized that she had to eat ? now for two.

“In Southern culture, food is the way you make people happy,” the Florida native said. “There were one or two [gluten-free] cookbooks on the market at the time, but they were all about rice flour and I don?t like rice flour.”