Menchetti Point – Corrado Menchetti

Bread, love and imagination

From a small shop in Montagnano to a franchise with ambitious projects. From three generations Menchetti bakes bread in the heart of Tuscany by cultivating the same passion for the simplicity he values authentic.

The slogan reads “more flavor in time,” a time that passes slowly, in the natural rhythms of bread leavening.“It all started with my grandparents in 1948;”explains Corrado Menchetti, now owner of the company together with his brother Marco “their names were Bidio and Grazia and they were the ones who began their careers as merchants after the Second World War”We are in Montagnano, a quiet village in the Valdichiana; here the Menchetti shop is practically the center of social life.“In the 1950s, my grandparents' business was one where you could find everything, from buttons to pasta and bulk wine. They had a dance floor, and they were the first to buy a television. All the villagers would come to the shop to watch it..” Ten years later, in 1958, thanks to the collaboration of his two sons Santi and Angiolino, the actual baking business began. Home delivery of bread began, and, as was the custom at the time, it was named after the town where it was produced: “Pane di Montagnano.”I still remember the nylon bags with red and blue writing in which we wrapped it..” And, from delivering by bicycle or Ape through the countryside, Santi and his brother also end up delivering bread to supermarkets in the capital, Arezzo.

The real business turning point came in 1996, with the move of the headquarters to Cesa, also in Valdichiana, from a 400-square-meter site to a 1,500-square-meter facility, with the laboratory and offices in a single building. The number of employees grew, and so did production.“Even at that time it was not easy to maintain the craftsmanship calibrated to those rhythms, but it remained our main objective,” comments Corrado.

The decision was made to invest in pastries, offering traditional Tuscan products such as cantucci, ricciarelli, panettone, and nougat. Consequently, a store was opened in Cesa, adjacent to the headquarters, beginning the franchise and affiliation venture that continues to grow today.“After Cesa, we opened in Arezzo, Calenzano, Foiano, Perugia, Siena, Montemurlo, Pieve al Toppo, San Giovanni Valdarno, Scandicci, and Sansepolcro. Although retail brings us great satisfaction, we can't focus solely on direct sales stores. Franchising and the partnerships we're developing nationally and internationally are also an important part of our success..” A success that, in addition to passion, determination and sacrifice, has a fundamental ingredient: Verna wheat.“When we started talking about ancient grains 15 years ago, many thought we were crazy, but today its benefits are well-known and its goodness is evident..”

The philosophy of a company that currently employs 350 people is to put the customer first. And how do they achieve this? According to Corrado Menchetti, the product must speak for itself, and investing in human resources in a food that must be processed up to three times before it is ready demonstrates the utmost attention to the consumer. As a further guarantee of excellence, a few years ago, Menchetti opened a farm to directly produce the products that reach their tables, from oil to wheat to wine. This follows a controlled and protected supply chain.

“We can't just focus on direct sales stores; franchising and the partnerships we're trying to establish nationally and internationally are also an important part of our success.”

Every successful product also needs the right look, and the Menchetti company, being from Arezzo, had known Aba Arredamenti for a long time: in the late 1950s, Cavalier Mario Giaccherini, founder of Aba, had designed the Menchetti brothers' first restaurant in Montagnano. So Corrado and Marco contacted Roberto and Massimo Giaccherini to give all the spaces a functional and aesthetic identity.“The fundamental requirement was not to emphasize the pastry shop or the café, but rather the product that identifies us and has always marked our history: bread. We've established an excellent collaborative relationship that has led to splendid results. The pleasant atmosphere in our premises is one of the most frequent compliments..” A dynamic, elegant, transversal, and timeless environment has been created, where it is pleasant to spend time; particular attention has been paid to the design of the spaces and a clear personality.

“As for future goals, there is a project that we are already developing: frozen pizza.,"Corrado reveals"”We started out a bit jokingly but today we would really like to focus on this market.”