In my area, it depends where I go, at Ralphs, it is the freezer. At Wholefoods, it on the shelf. Either way when I bring it home, it goes straight to the freezer, till it is time to use and then i thaw it overnight in the refrigerator.
When I am ready to eat it, it is always toasted, or zapped in the Micro for 10 sec. which makes it soft like freshly...