Founded as a small artisanal pastry shop, Vicenzi has upheld a tradition of goodness and authenticity passed down for over a century, winning the hearts and palates of generations of consumers. Today, it stands out as one of the most authoritative and appreciated companies not only in Italy but also abroad. Much of the credit for this success undoubtedly goes to Giuseppe Vicenzi, Matilde’s grandson, who had a dream and was able to turn it into reality:
‘As a kid, I had a dream. I wanted to build the best factory in the world… And I did it!‘
The origins of a dream
It all began in San Giovanni Lupatoto, just outside Verona, when Matilde Vicenzi opened a small bakery in 1905, producing bread and biscuits. With dedication, attention to detail, and respect for traditional recipes, Matilde laid the foundations for what would become a true Italian excellence.
However, it was Giuseppe, who passed away in 2025 at the age of 92, who, thanks to his perseverance and passion, transformed Matilde’s artisan business into an industry producing a wide range of high-quality baked goods. Growing up watching his grandmother, Giuseppe developed a great love for pastry making from an early age, to the extent that his father bought him the Melzi, an automated machine for making cookies. It was 1946, and he was 14 years old!
The 1960s and industrialisation
At the helm of the company since 1963, Giuseppe invested in industrialisation and acquired the San Giovanni Lupatoto factory, which is still the company’s headquarters today. There, he initially began producing amaretti biscuits and later, after purchasing a custom-made production line in Belgium, Vincenzovo ladyfingers. In the 1970s, he imported machinery from Japan that enabled the industrial production of puff pastry. This led to the creation of the famous Millefoglie, 192 layers of crispy puff pastry that have become one of the company’s iconic products.
The founding of the Vicenzi Group
However, the real turning point came in 2005, the centenary year, when Giuseppe Vicenzi acquired Parmalat’s bakery products division, including the Grisbì and Mr Day brands. The company thus became Gruppo Vicenzi S.p.A., with 360 employees, three production plants in Italy, 12 production lines, and hundreds of millions in turnover.
Today, Vicenzi, led by the fourth generation of the family, is synonymous with Italian style and quality even abroad. Its products are exported to almost 100 countries, bringing the sweetness of our tradition to the tables of millions of families. A true ambassador of Made in Italy, which has managed to maintain its roots while opening up to the world.
Tradition meets innovation
What sets Vicenzi apart is its ability to skilfully blend tradition with innovation. While remaining faithful to traditional methods, the company has adapted to the demands of the modern market, introducing new technologies and cutting-edge production processes, without ever losing sight of the quality of the ingredients and the authenticity of the flavours.
The Vicenzi philosophy is based on clear values: careful selection of raw materials, rigorous control of every stage of the production process and attention to the needs of an increasingly discerning and aware clientele. Respect for the original recipes – Matilde’s recipe book is still jealously guarded today – goes hand in hand with the desire to guarantee safe, certified products suitable even for those with special dietary requirements.
Interesting facts and awards
Among the many interesting facts, it is worth mentioning that Vicenzi ladyfingers are often chosen by top chefs and pastry chefs for their desserts. In addition, the company has received numerous international awards, testifying to the excellence of its products.
With over 100 years of experience, Vicenzi represents a perfect balance between tradition and innovation. Its biscuits and cakes are not just baked goods, but true icons of Made in Italy gastronomic culture.
Learn about other outstanding companies from the Veneto region.