5 Min Read
The recipe for sweetness, between ancient flavors and modern taste.
A story of commitment and passion which begins in 1930 and which winds through three generations. For Rocco Scutellà, who today, with experience, manages the family restaurant, being a master pastry chef it is not a point of arrival but only the starting point.
On the slopes of the Aspromonte mountains in the province of Reggio Calabria, in the small town of Delianuova, there's always time for a delicious break. Excellent products encapsulated in a journey of flavor and tradition.
“Our history starts a long time ago, the first license of the place dates back to 1927.” That year, Rocco Scutellà's great-grandfather owned a café and wine shop. He opened it out of necessity, coming from a large family, but, self-taught, he worked hard and became a true artisan of sweetness.
“The actual pastry business, however, began in 1930, when my grandfather opened a stone oven in Piazza Assunta, in Delianuova. On his counters were biscuits, pastries, and pure almond nougat..” There's no arguing about it, according to Rocco, this is where the Scutellà Pastry Shop's year zero should be calculated. In 1946, his grandfather moved to Via Roma and created a more welcoming space. It was just a 30-square-meter shop, with a small adjoining bar, but his grandmother's entrepreneurial mind immediately made it a successful business, destined to grow exponentially. The years passed, with the pastry chef always at the center of the entrepreneurial dream: first, in 1992, the Via Roma shop was renovated by Rocco's father Antonino Scutellà, then, in 2005, the big step was taken with the purchase of an old historic building in Delianuova. The elegant building, dating back to the Umbertine period, still stands on the same street but offers valuable and prestigious spaces. Work on the major structural restoration began in 2010, and the ambitious project was completed two years later, thanks to the collaboration with Aba Arredamenti.“Our idea was to make the Umbertine building our headquarters, designing a space that would tell our story. Hanging on the walls are photos, documents, and articles. I have strong ties to tradition and, above all, to my origins, and I wanted this to be clearly evident..”
“I knew Aba could tailor clothes,"Rocco reconstructs"”And I had clear ideas: the venue had to be welcoming and elegant, contemporary and prestigious. I had many meetings with Roberto Giaccherini to discuss the strategy, but the amazement of visitors when they walk through the door is proof that we've done a great job..”
Torroni, shortbread, amaretti, dry pastries, cakes, and traditional specialties. An intoxicating aroma tantalizes customers, who marvel at the sweet displays.
The shop is a landmark for Delianuova, welcoming regulars and visitors from all over Italy. For several years, the same "pastry philosophy" has led to the opening of another store in Reggio Calabria, managed by a sales assistant from the main store.
Rocco, in 2012, knows he has received an important legacy and wants to live up to it.“The love and passion for this job are the first values that I inherited from my grandfather and my father, together with the thirst to always improve myself..” Thus began the process to become a member of the Academy of Italian Master Pastry Chefs, and in 2015, just three years later, with pride and satisfaction, he achieved his goal. The coveted title brought with it a wave of change. The premises also had to undergo transformations, especially in the laboratory in terms of equipment, machinery, and staff.
“Aba was a great ally, creating the wonderful play of lights outside to attract customers and guide them from the chocolate counter to the bar counter and finally to the pastry shop.”
The variety of desserts offered increases, and the special production of panettone begins. This Christmas dessert immediately brings great satisfaction to customers and producers. In 2019, the most famous leavened product won the prestigious title of "Best Traditional Panettone" after being subjected to the rigorous judgment of a panel of expert judges during the "Panettone Senza Confini" (Panettone Without Borders) competition, a unique event that showcases artisanal panettone from all over Italy.
“Quality and attention to raw materials, as well as their impeccable craftsmanship, are the foundation of our work. A warm welcome is equally essential to us. Aba, in the person of Roberto Giaccherini, has been a great ally in optimizing our "business card" with a wonderful play of light outside that draws customers in and guides them from the chocolate counter to the bar and finally to the pastry shop. This is also achieved through the reuse of antique materials like brass to create some of the signs. At the end of the corridor, there is also a small lounge area in light wood and stone and an open-plan wine bar..”
Exporting this model is possible. Rocco Scutellà is planning to open a major store in a major city in Northern Italy, but it's still top secret. Except for the help requested from Aba.
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› Scutellà Pastry Shop | Delianuova (RC)
