About Pasticceria Rocco

History

At the tender age of seventeen, the son of a fisherman from southern Italy journeyed across the Atlantic Ocean in search of his future. When he arrived in New York City, Rocco Generoso landed his fist job as a dishwasher in Joe Zema’s Bakery on Bleecker Street in Greenwich Village. Joe Zema, seeing tremendous potential in Rocco’s work ethic and values, immediately made Rocco his apprentice. Rocco mastered the art of authentic Italian pastry under Joe and eventually became the Head Pastry Chef at Zema’s.

A few years later, Joe Zema retired and sold the bakery. The ownership changed hands a number of times as each new owner could not sustain the integrity of service and the artfully sweet delights of Joe’s original creations. But Rocco stayed true to those recipes that won the hearts of the community and continued to trust in the beliefs he brought from his native Italy. Rocco’s innovations led to the now world famous Rocco’s Cannoli’s that are filled by hand and served fresh and creamy with each order.

In 1974, Rocco took the plunge and with the support of his family and commitment to the community, purchased the bakery. He named it Rocco’s Pastry Shop and Espresso Café, making it his own and never forgetting his roots of old and the new ones he planted right here in NYC.

Today Rocco’s Pastry shop is operated by Rocco’s children, passing the title of Head Pastry Chef to Rocco Jr. The family is still committed to the same hard working ethics, dedication to the community and strong family values taught to them by their father. This devotion is present in the authentic Italian Gelato and Ices, fresh cakes and pies, and of course the ever delightful Rocco’s Cannoli’s – still filled by hand at your command. Their continued success is based on the smiles of customers who enjoy the sweet taste of Italy in this historic neighborhood.

Come in and indulge in sweet tradition.