A Family Legacy
At LaRosa’s, quality and family tradition aren’t just part of what we do—they’re at the heart of every bite. Now in our fifth generation of family-owned baking, we believe our commitment to tradition is the secret ingredient that makes our pastries truly special.
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Our Story – A Legacy of Sweet Tradition
CENT’ANNI!
To a hundred years! That was the morning toast of our great-grandfather, Salvatore LaRosa—a simple but powerful wish for longevity, prosperity, and joy. With a raw egg cracked into a cup of strong espresso, he greeted each new day in Palermo, Sicily, ready to put in the long hours required of a dedicated baker.
Baking was in Salvatore’s blood. Like his father before him, he rose early, worked hard, and dreamed big. In 1901, at the age of 29, he brought that dream across the ocean to New York City. With just a pushcart and a passion for pastry, he began selling cannoli on Elizabeth Street in Manhattan—for just two cents each.
In 1918, sensing new opportunity and a better life for his growing family, Salvatore moved to South Beach, Staten Island. There, he laid the foundation for a family business that would span generations. For the next 42 years, the LaRosa family worked side-by-side, building a loyal following and perfecting the craft of Italian baking.
By 1960, the family branched out, and our grandfather Frank, along with our father, Salvatore Frank, took over the Port Richmond bakery—renaming it Frank LaRosa Pastry Shop. This is where the fifth generation—my brother and I—learned the trade. As little boys, we’d stand on milk crates to reach the counter, helping our father in the early morning hours. He always said, “A good baker comes out of the sink,” and that’s how we learned—from the bottom up.
We trained under our father’s careful eye until his passing in 1990, when he left us not just his black recipe book, but a legacy: to carry on the LaRosa tradition with pride and passion.
As the baking industry evolved, we saw the growing demand for authentic, high-quality pastries—especially cannoli. In 1983, we launched our wholesale business, sharing our family’s signature cannoli (still made from Salvatore’s original recipe) with bakeries and shops across the country. Within 25 years, we achieved our goal: our cannoli became known coast to coast—from Canada to Florida.
Today, we continue to innovate while honoring our roots. Our Ice Cream Cannoli—a classic shell filled with rich vanilla ice cream—is just one of the many ways we’re reimagining tradition for a new generation.
While our wholesale operation has grown, we remain deeply connected to our retail roots. Our full-line bakery offers all the traditional Italian favorites alongside new, seasonal delights. We’re proud to serve longtime customers who feel like family—and we’re thrilled to welcome new ones every day.
From our family to yours, CENT’ANNI—to a hundred years of love, laughter, and cannoli.
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Call us today! (732) 842-2592