DENVILLE — Inside the red-brick industrial building at the end of Luger Road, 10,000 loaves of bread are baked daily using 50,000 pounds of flour and an old-world recipe brought over from Sicily to Brooklyn in 1952.
Anthony and Sons Bakery is easy to find - just follow the fresh-baked bread smell detectable as far as downtown.
The bread factory, surrounded by delivery trucks dropping off flour and other ingredients or carting away the finished product to retailers, bustles with activity, thanks to word of mouth and reputation.
It all started with Anthony Dattolo, who left Sicily for Brooklyn in 1952. Dattolo and his sons Baldo and Joseph opened their first bakery in 1984 in Fairfield where they baked Italian bread using an old-world recipe. They delivered loaves and other bread products to local Italian restaurants and other buyers. The three did all the work.
“A father and two sons started out with 100 pounds of flour and now distribute bread all over the country,” said Vice President Nick Sorresse.
“They worked day and night making the bread and then delivering the bread,” Sorresse said.
When they ran out of space 10 years ago, the operation relocated to its current location in Denville.
“We take in a tractor-trailer load of flour every day, 50,000 pounds of flour,” Sorresse said.
The bakery ships more than 10,000 loaves of bread to its customers every day, said Baldo Dattolo, now CEO.
While they put a lot of energy into marketing their wholesale products, the men credit the success of their retail space to word of mouth.
The store and cafe where customers can sit and have lunch opened five years ago. It’s not uncommon to see a line out the door, said Phil Dattolo, who runs the space. Here, one can find daily specials like The Cuban: roasted pork loin with Swiss, ham and honey dijon mustard between two slices of freshly baked bread.
“Things get crazy here. People line up before we open during the holidays,” said Dattolo, who is Baldo and Joseph’s cousin.
A wall of windows at the back of the store gives customers a glimpse into the 65,000-square-foot factory, where two rotating towers of bread sit between ovens and conveyor belts.
Behind the windows, employees dressed in white with matching hair-nets move about the racks full of paper-lined metal trays filled with rising dough waiting to be scored by hand. Wait long enough and watch the hot crispy bread come out of the many ovens and be prepared for shipment.
Anthony Dattolo died in 2015. Joseph and Baldo have been running the business since.
Today the bakery employes 180 in Denville and Succasanna. Their bread is sold to a number of retailers including Wegmans, Wawa, Trader Joe's, BJs and Whole Foods.
“We do a lot of frozen bread. We call it our freezer-to-oven technology. It allows us to ship bread throughout the United States,” Sorresse said.
It’s a process the company keeps secret, but Sorresse said it takes a step out of the baking process for their customers.
“The customer just has to finish it,” Sorresse said. “It’s almost like just crisping the bread.”
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Retail customers can take bread from their freezer and put it in the oven for 3 to 8 minutes and have freshly baked bread. It most cases, it won’t say Anthony and Sons Bakery on the bag, instead it's packaged as the store’s house brand.
While Sorresse credits their growth to their “EZ FreeZer to Oven” technology, they also know the value of slowing things down and baking “the old fashioned way.”
“We are not going to step away from that good old-fashioned artisan bread,” he said.
Some of the most popular bread, including the Pane Di Casa, is handmade and takes 3 to 4 hours to make, but the resulting texture, created by crumbs and air pockets, is worth the wait.
What’s more they said, younger customers prefer the bakery's “clean label” and no preservatives artisan breads over the smoother, more homogenous-looking breads of yesteryear, said Ben Rizzitello, sales and marketing vice president.
The bakery hand folds more than 3,000 loaves daily.
“Everything is machine-made now. You don’t see that often anymore,” Sorresse said.
Email: myers@northjersey.com Twitter: @myersgene
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