• Hoboken {TBT}: The History Behind Carlo’s Bakery

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    If you’ve ever wandered by downtown Hoboken wondering what the craziness is that is happening outside the Verizon store, any seasoned Hoboken resident will tell you that it’s not just any crowd of people. These are Carlo’s Bakery visitors — from all over the country, on a pilgrimage to see the famed Cake Boss local on the nationally-syndicated TV network, TLC. However, before Carlo’s Bakery was all fondant cakes and cannolis, it had a rich Hoboken history that we’re sharing today. So sit back, relax, enjoy your coffee — and buckle up your time machine for today’s #HobokenTBT: Carlo’s Bakery.

    carlos-bakery-hoboken-girl

    Photo courtesy of Carlo’s Bakery

    It all started in 1910 when the bakery was first opened by Carlo Guastaferro, an Italian immigrant {you may remember from our St. Ann’s TBT the crew that came over around that time} — who is also the bakery’s namesake. In the 1950s, Guastaferro hired Bartolo Valastro, an teenager from Italy who came from an island off the northern coast of Sicily — without a single cent.  According to the Hudson Reporter, Valastro had begun training as an apprentice to an Italian bread baker at 7 years old, so he knew a lot already. Once he got some years of apprenticing with Guastaferro under his belt, he bought the bakery from Guastaferro {as he was getting ready to retire in 1964}.

    So where does Buddy {the star of the TLC show} come into play, you might ask? More familiar names will start popping up — don’t you worry. 

    After Bartolo sadly passed away, his wife Mary and their five children took over the business {Hint hint: Buddy was one of the five}.

    Buddy had begun working at the bakery when he was 11 by his father’s side — and the two had a very close relationship. He and his dad worked side by side, and Buddy was able to soak up all of his father’s knowledge on baking — along with a strong mentality for a successful business.

    carlos-bakery-buddy-hoboken-girl

    ^Bartolo Valastro

    Photo courtesy of Carlo’s Bakery

    Although Buddy helped his father in the bakery, he always struggled to think of himself as one of the nation’s top bakers — since he wasn’t a natural artist. But, once his father passed, he knew he had to step up to the plate and take over the family business. 

    The one problem with this scenario of Buddy as head honcho? When Bartolo passed away, the bakery’s secret baking technique for creating some of their signature items vanished — for a short time. The bakery under Buddy’s direction had a difficult time creating the sfogliatelle dough {that flaky goodness!} used to make lobster tails [who can forget the delish Italian dessert].  But, as the story goes, Buddy had a vision of his father one night after his passing, in which his father came to him in a dream and said, “I am here for one reason, to show you how to make lobster tails.” The next day, Buddy woke up a new man and realized that he was able to create one-of-a-kind sfogliatelle dough. This is when the magic happened — and Buddy knew his father was watching over him and would be there for him whenever he needed help {side note: I wish my Grandma would share her secret recipes with me in my dreams — wouldn’t that be nice!}.

    Bartolo Sr. always wanted to be well-known, so to follow in his footsteps and make his pops proud, Buddy attempted to create different ways to make the business stand out. “I wanted to be creative, and thought if I can make cakes that don’t look like normal cakes, but taste the way my dad’s cakes tasted… then I might be onto something,” he shared with Huffington PostSo instead of going the traditional route of just relying on taste, the cake mogul decided to create designer cakes, which he believed would take little ol’ Carlo’s to be something bigger and better. With some kitchen tools and sugar and spice {dare we say everything nice?!}, Buddy played scientist with his father’s recipes — making things like red velvet cake {YUM!} and signature flower cupcakes. During that time, he mastered fondant cakes, which caused him to create beautiful, sweet creations that nobody in the business had ever made before. 

    carlos-bakery-cake-boss-hoboken-girl

    Photo courtesy of Carlo’s Bakery

    After becoming a locally-known cake designer and winning accolades and features in many publications, Buddy was invited to take part in the Food Network Challenge in 2004. A pretty outgoing and outspoken guy, he participated in four other Food Network challenges — making cakes. Unfortunately, he lost three of the battles, but took first prize in the “battle of the brides” competition — winning $10,000.  But the Food Network competitions were only the beginning of his television career — and several of the camera men approached him after one of the tapings and encouraged him to get his own show. You can tell where this is going…

    Soon after that interaction in 2009, Buddy got in touch with executives at TLC who had seen him on TV before and agreed to shoot the first episode in our little mile square. The channel loved the episode and decided to order 12 more episodes. As a result, The Cake Boss was born. Since that time their small little bakery on Washington Street has opened its Lackawanna factory location 

    Fast forward to present day and Carlo’s has over six locations and counting {including one coming to Willowbrook very soon — in addition to already established Dallas, Times Square, and Vegas as well as other parts of New Jersey}.A brick and mortar-turned-national-franchise, pretty noble — and it all started in our little city of Hoboken.

    A little #Hoboken fun fact before we leave you: because Carlo’s wants to honor its Hoboken roots, anyone with a Hoboken ID who comes into the bakery on Washington gets to skip the line. How’s that for a VIP hookup?

     

    Have a fun vintage photo or Hoboken story you’d like to submit for consideration in our #HobokenTBT? Email it to: hello@hobokengirl.com!

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    Written by:

    Aida is a full-time reporter for the Town News, a part of North Jersey Media Group, and she received her Bachelor’s in Journalism from NJCU back in 2012. When she isn’t out investigating sources and digging up interesting Hoboken history, she is training at CKO kickboxing in Hoboken. Aida is Instagram and food-obsessed {and you can see her love of both by searching the hashtag #adamandaidatakethecity}. Aside from eating her way around town, Aida spends time shopping in NYC, reading actual books {no e-books to be found}, and spending quality time with her boyfriend, parents, older brother, and cocker poodle, Benji.


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