Celebration of the Company’s 110 years with a special edition of the commemorative logo, which premiered during the ISM Fair in Cologne, along with a new corporate identity.
The current Chairman of the Vicenzi Group, Giuseppe, grandson of Matilde, tells the thrilling history of sweet pastry making: a dip into childhood memories and the Vicenzi family confectionery tradition, which spans over a century.
The Matilde Vicenzi brand backs the by-now international initiative of the famous Piazza Bra’ comet, adjacent to the Verona Arena. In 2013, to seal a partnership of over 30 years with “Fondazione Arena”, the Vicenzi Group commits to support the setting-up of one of the Christmas holiday symbols of the city.
The packaging of the historical company is renewed: the gold preciousness characterises the confection of the Matilde Vicenzi pastry range, redesigned with a consistent image in an unique original style. On the clear part of the confection, the product image, enhanced by coloured tape, aims to enhance a food appeal that is all pastry based. A great change of setting and image for Vicenzi, even in the organisation of the product families, now offered in single size from 125 g. A new business focus targeting on the ‘Millefoglie d’Italia’ range, a well-finished new pack to enhance the family feeling in displaying products on the shelves and helping the trade valorise the pastry section, favouring a more orderly and easy-to-understand display for the consumers.
The Matilde Vicenzi logo is renewed to go along with the packaging restyling that will take place soon after: the portrait image of Matilde appears in the foreground as a signature and icon of that femininity which since 1905 has been seen as a guarantee of product care and attention to details. Bold strokes and solid colours, together with the lettering and the red ribbon, enhance the tradition and the history of the family brand. to enclose everything, a golden frame, a colour chosen to enhance the excellence and sophistication of the Matilde Vicenzi brand.
The centenary is celebrated with a number of initiatives in the heart of Verona such as a photo exhibition in town and the publication of the book “Verona nel cuore di Vicenzi Sguardi inediti tra la gente e i luoghi scaligeri”.
Another specialty of Grandma Matilde joins the Vicenzi industrial production: the puff pastry dough. Thanks to a special Japanese machinery, Giuseppe understood that would be suitable for the production of the Italian puff pastry. From this, the MILLEFOGLIE D’ITALIA of Pasticceria Matilde Vicenzi are born.
Giuseppe reveals himself a worthy heir of his grandmother Matilde. Taking to heart the family business, he invests every resource possible to turn into industrial what until then had been hand-made. so he decides to specialise exclusively in the production of the traditional Amaretto, to be established into the market as a unique product. Shortly after, Vicenzovo is born, the ladyfinger biscuit suitable for making the traditional sweet dessert Tiramisù. The craftsmanship and attention to the prime ingredients will help make it the world’s most popular lady finger.
The company operates with great satisfaction of the whole Vicenzi family. There are prerequisites for what will be a considerable business growth. Matilde’s son, Angelo, along with his children Giuseppe, Mario and Beppina, start running the business, taking it beyond the Italian borders.
The curiosity of young Giuseppe, in his early twenties, leads him to England, to discover the secrets of those who are the inventors of dry pastries.
It arrives in Melzi’s small shop, an automated machine for biscuits production. Giuseppe, the youngest in the family, is fascinated by it. From this moment, Matilde Vicenzi’s cookies can be made in large quantities and even be exported outside Verona.
The War years are difficult but the Vicenzi shop does not stop. At that time, young Giuseppe Vicenzi, grandson of Matilde, gets passionate about pastry, helping his grandmother and father to carry on the business, which actually never stopped. In fact, during winter nights, grandmother Matilde gathers the whole family around the table, including the children, to wrap the Amaretti cookies two by two, in accordance with tradition.
The grandson of Matilde, Giuseppe Vicenzi, son of Angelo is born.
The sons of Matilde, Angelo and Bepi, buy at a trade fair in Milan their first machine for milk based biscuits. The business venture takes shape from here.
Matilde Vicenzi continues the small family-run artisan business in San Giovanni Lupatoto creating sweet pastries: a pioneer and a great example of female entrepreneurship. From precisely this year hail the first business records.
Matilde made Amaretti, Vicenzovo ladyfingers and Millefoglie Puff Pastries according to the oldest Italian tradition, offering her sweet delicacies to the small town in the province of Verona.
At the small pastry shop, she wrote her recipes in a small memobook, with the love and accuracy of bygone times. It is still safely kept today at the company.
Matilde marries Sante, an expert baker. From that moment on she will always be know as Matilde Vicenzi.
Matilde is born.