For Amy Levy, the decision to add a gluten-free marketing division to her public relations firm was more than a business move.

When her 6-year-old daughter was diagnosed with an allergy to gluten this year, gluten-free food became a requirement in Levy’s kitchen. That experience fed her desire to launch a gluten-free division at her firm, Amy Levy Public Relations Inc.

Levy’s interest in gluten-free issues had its first practical application in her work for Rosti Tuscan Kitchen. She suggested to owner Kevin Goldfein that he add gluten-free items to the menu at his then-two locations, in Santa Monica and Encino, when she first noticed the trend. The restaurants now have a separate gluten-free menu and also offer gluten-free cookies.

“I can’t even remember Rosti without it,” Goldfein said. “We still have people email and thank us because their kids couldn’t have pizza and pasta before.”

The gluten-free community might emphasize the health and safety benefits, but Levy said her aim is to show gluten-free foods can taste good.

“They don’t say anything about how it tastes or the lifestyle, and we’re trying to educate our clients on how to be proud,” Levy said.

She plans to add two additional account executives with an expertise in allergen-free living to her staff of six.

“I think it’s great that she can focus on this area,” said Brenda Lynch, senior partner at public relations firm Rogers Finn Partners in Century City. “Gluten free has moved from a not often talked about subject to the center of attention for foodies, chefs and definitely packaged good manufacturers.”

– Subrina Hudson