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Philadelphia's
Oldest Family-Owned Bakery to Kick-Off Year-Long
Celebration
PHILADELPHIA
(January 26, 2005) - Philly's own Isgro Pasticceria
is proud to announce the celebration of its
100th year of baking quality. Philadelphia's
oldest family-owned bakery (and also the nation's,
to the best of our knowledge), Isgro Pasticceria
has been an Italian Market tradition since 1904
when Mario Isgro first opened up shop at 1009
Christian Street.
"My
grandfather, Mario Isgro, learned to bake while
working for a Baron in Messina, Sicily. He was
committed to one thing - quality - both in ingredients
and technique. It's that dedication that has
kept this bakery going from one century to the
next," said third-generation head baker
Augustine "Gus" Isgro who runs the
business along with his wife, Lucille. "Baking
has always been a way of life for my family.
When I was eight years old, as soon as I finished
my dinner and homework, I would go downstairs
and make sfogliatella with my grandfather. He
was tough, and there was a language barrier,
but his passion translated. He taught me to
bake with my senses. I can tell by the smell,
the consistency, the feel that a recipe is right."
It's
no wonder then that Gus Isgro recently received
an award from Modern Baking magazine for "Dedication
to Quality," and that the bakery has received
six "Best of Philly"® awards from
Philadelphia Magazine.
"In
our 100-year history, there has never been a
deviation in our recipes. Even as our purveyors
alter their offerings, we adjust our techniques
accordingly in order to maintain consistency.
Because of this, a grandmother can bring her
grandkids in for a cannoli and it will taste
the same as it did when she enjoyed it as a
child. It never changes," Isgro said.
Indeed,
Isgro's pastries have become an integral part
of many customers' most special occasions -
from cannoli at Christmas and Ricotta Pie at
Easter, to christening, first communion and
wedding cakes.
"My
great grandmother began shopping at Isgro Pastries
when the store first opened - she lived at Seventh
and Wharton Streets. After that, my grandmom
took over and all 15 people who lived in her
house couldn't wait until she came home with
the delicacies. When my grandmom was in her
80's and couldn't walk as well, my mom and her
sisters took over the tradition," said
Connie Scipione, 56, from Philadelphia. "Now
it's my turn to take the orders and deliver
the goodies, especially cannoli. No dinner would
be complete unless the Isgro's boxes were on
the table. Soon, my oldest daughter will continue
this tradition, which has spanned a century."
Isgro
Pasticceria truly is a family affair. Gus's
mother, Mary, still works in the bakery, and
his wife Lucille runs the operations side of
the business. Son Michael (26), trained in the
pastry arts, currently works as an apprentice
and is poised to take over the business one
day, while son A.J. (14) is still focused more
on consumption than production.
To
mark the occasion and thank loyal patrons, the
Isgro family has planned a year's worth of 100th
Anniversary festivities, including:
- 100th
Anniversary Baby - a free "Welcome Home"
cake for Jefferson Hospital's first baby of
2005, Nashae Diehl; Baby will also receive
a "First Birthday" cake.
- Monthly
"Golden Ticket" $100 gift certificate
giveaways (think Willy Wonka - check the bottom
of your box).
- Free
cannoli and discounts for:
- 100th
person through the door on the 19th and
4th of each month.
-
100-year-old patrons (bring your birth
certificate).
-
100 years of combined shopping at Isgro's
(come with your grandmother, your mother,
your kids, etc. and tell your story).
-
100 penny discounts on the 19th and 4th
of every month (on orders of $5.00 or
more).
-
Bring in a 1904 penny for a $19.04 discount
(on orders of $25 or more).
- 100th
Birthday Block Party on Sunday, May 16th
featuring "Philly's Largest Cannoli"
- mark your calendars!
- Plus
contests (kids art; recipe; bake-off),
giveaways, discounts, free tastings and
more!
"We're
thankful to our customers, our extended family,
for a century of support and we invite them
to celebrate along with us," Gus said.
For more information about the activities planned
for Isgro's 100th Anniversary celebration, interested
parties can visit www.bestcannoli.com.
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