Blacktown pastry shop Pasticceria Via Reggio celebrates milestone
This classic Italian pastry shop in the centre of western Sydney makes some of the most delicious cakes in Sydney.
Blacktown
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If there was one thing Joe Marchetta was born to become, it was a pastry chef.
Today, after almost 50 years in the industry, Mr Marchetta has a thriving family business in Blacktown, with his treats enjoyed well beyond the western suburbs.
Pasticceria Via Reggio, which he started with his wife Sandra in 1989, will mark its 30th anniversary next week.
Located in the heart of Blacktown, the classic Italian cafe has brought generations of Europeans and Aussies through its doors, searching for the perfect dessert for their special occasion.
“We used to have people come to us for their children’s birthday cakes, now they’ve grown up and they keep bringing their kids,” Mr Marchetta said.
“So there’s been three or four generations that have passed through our doors.
“We’ve had customers for christenings, weddings, engagements and birthdays and now that’s come back again from the same customers.”
After three decades in business, the Marchettas have seen their fair share of challenging times, forced to move premises with the redevelopment of Westpoint and the old arcade.
However, the family pushed through, sticking to their classic European offerings not available at the big chain cafes.
“We target a certain market and we’ve found it works for us — the Maltese, Italians and the Greeks,” Mr Marchetta said.
“So we cater for them and with that comes the Aussies, so we specialised in what we did and we stuck to it.
“Many products that we sell are traditional delicacies that the big places don’t cater for, like the cannoli and biscotti.”
Son Ryan said as the secret of the cannoli spread beyond European communities, so did their business.
“Originally the cannoli was going to Italian customers but we’ve seen it spread into other cultures,” Ryan Marchetta said.
“As the knowledge of the cannoli has spread, other cultures are curious about what we do and it’s taken off.”
Mrs Marchetta said the business had also built up a loyal base of customers, with many who have moved away from the area still placing orders for their next big occasion.
“Our cakes travel far and wide. Right up to Orange and down south to Shellharbour,” Mrs Marchetta said.
“They get their families or friends to bring the cake to them when they’re going to the occasion.
“What I love is the personal connection we have with people. They know us by name and come in and want to know how our children and grandchildren are going, we’re not just a number or a face.”
Working as a pastry chef was a childhood dream of Mr Marchetta growing up as a young boy in Italy.
As a seven-year-old, he longed to learn to make pastries and cakes like his older cousin and learn the highly-regarded art of pastry making.
After moving to Australia and applying for a job at his neighbourhood cake shop in Fairfield Heights at the age of 15, Mr Marchetta has never looked back.
“I always wanted to be a chef. I was born for it,” he said.
“I hope our business will be here for many years to come.”
The Marchettas hosted a party at the store on Thursday to mark the celebration. Blacktown state Labor MP Stephen Bali congratulated the family on their milestone.
“The celebration of 30 years in any family business is remarkable,” Mr Bali said.
“They have provided a fabulous cakes and coffees over the years but more importantly, they made everyone feel they are part of big Italian family.”