Joe Ortiz gave up writing poetry in 1974 "in order to learn how to speak." Now he writes an occasional verse, convinced that, for him, mastering the art of speaking is impossible. Ortiz, co-owner of Gayle's Bakery, will publish a bread-baking book with Prentice Hall Press sometime this year. He also writes on restaurants for The Sun. Poems that lead to the song lyrics and musical productions.