Palermo’s innovative bakery combines traditional fermentation with modern flexibility to elevate frozen pizza and artisan breads
Palermo Villa, Inc. (Palermo’s) is a privately held, family-owned Milwaukee-based company with a rich Italian heritage and more than 60 years of experience creating high-quality frozen pizzas. Founded in 1964 by Gaspare and Providenza Fallucca, the company has grown from its humble beginnings as a local Italian bakery and pizzeria into one of the leading frozen pizza manufacturers in the United States. Known for its innovation, craftsmanship and commitment to delivering an authentic pizza experience, Palermo’s is a leader in the private-label, co-manufacturing and foodservice space in addition to its branded portfolio.
Through its diverse family of brands, Palermo’s offers products designed to appeal to a wide range of pizza lovers, including the classic and premium offerings of Palermo’s Pizza, the bold and indulgent creations of Screamin’ Sicilian, the elevated artisan-style pizzas from Urban Pie Pizza Co., and the traditional flavors of Connie’s Pizza.
Palermo’s success is built on The Palermo Way: a set of values that reflect the company’s history, commitment to quality, and passion for innovation. Rooted in the traditions established by founder Gaspare ‘Papa Palermo’ Fallucca, the company continues to put people, craftsmanship and great food at the heart of everything it does.
“The business has been doing great,” shares Nick Fallucca, Chief Product & Innovation Officer. “Our customer base continues to grow, we’ve got strong employee engagement, and we’ve brought some amazing new talent on board. Our new bakery has also been an incredible success; we couldn’t be happier with the products we’re producing.”
Versatility and customization
Palermo’s products not only perform well in the frozen space, but also across food service and deli channels. When the company first opened the new bakery facility, the focus was primarily on pizza production, but the team quickly realized the bakery could do so much more.
“We’re able to create a wide variety of products, from buns and rolls to unique sandwich breads and pinsa-style products inspired by Italian traditions,” Nick elaborates. “The versatility of what we can produce on the line is incredible. It can be used as a pizza, appetizers, sandwiches, or even something like a dessert. In our R&D kitchen, we have even made croutons out of the product.
“That flexibility is impactful for food service operators. In retail, a frozen pizza might be a single SKU, but in food service, one product can become five to seven different applications within a customer’s portfolio. That kind of versatility gives operators the flexibility they need while helping them maximize the value of every product they bring in.
“The great thing about our line is the level of customization we can offer. We can produce products in virtually any shape or size. While we do have a core range of products that we offer into food service, the real magic is in being able to tailor solutions around the specific needs of each operator.
“That’s where our menu development support really comes in. We work closely with customers to understand what they need, what their consumers are looking for, and what opportunities they’re trying to create. We also bring our own insights to the table, sharing trends we’re seeing in the marketplace, and examples of what has worked successfully with other customers. From there, we collaborate on custom product development to create something that is truly unique for their business.”
Indeed, Palermo’s new bakery has been a huge enabler of that. The combination of the 24-hour fermented dough, high-hydration process, and wood-fired oven gives its products an incredible taste and texture, while its customers also have confidence in the company’s commitment to quality and food safety. All of Palermo’s facilities, including its pizza topping operations, have achieved BRC AA+ certification, so they are audit-ready at all times.
“One of the biggest trends we’re seeing across the industry is a move toward more natural, clean-label products and a greater focus on how food is made,” adds Nick. “That was one of the driving forces behind developing our new bakery. We weren’t looking to follow a health trend or create a fad product; we were focused on making products in a more traditional, natural way, similar to how European bakers have approached it for generations.
“The advantage we have is our fermentation process. Through our 24-hour fermentation and the use of natural sours, we’re able to create a true sourdough product rather than trying to replicate that experience. We believe consumers are increasingly looking for products with simpler ingredient statements and more authentic processes, and that’s where we have a real opportunity. For us, it’s about using fewer ingredients, creating a cleaner label, and delivering products that are made in a more natural way, but at scale.
“Both Connie’s and Urban Pie Pizzas are made using crusts from our new bakery line, which has really allowed us to push the boundaries of what we can create. With Urban Pie, the goal is to get as close as possible to a traditional Italian experience, using an aged, fermented, Roman-style pizza crust and premium toppings that you rarely see in the frozen category like roasted garlic, stracciatella cheese, and classic Margherita flavors.
“On the Connie’s side, it’s about celebrating a brand with a long and proud history. Connie’s has been around since the 1950s, and its restaurant locations are known for incredible wood-fired pizza. We wanted to bring that same quality and experience into a frozen format, creating a wood-fired pizza that tastes as close as possible to the restaurant’s product.
“The two brands offer something quite different. Urban Pie is focused on more traditional Italian flavors and techniques, while Connie’s brings those much-loved Italian American flavors that resonate strongly across the Midwest and the wider US market. Together, they showcase the versatility of our new bakery and our ability to create authentic, premium pizza experiences.”
Waste reduction
Looking to the future, Palermo’s priority for the rest of 2026 is all about execution. The company has made a significant investment in its new bakery, built an incredible team, and now it’s about bringing innovative products to market and executing its strategy.
“When it comes to sustainability, we try to keep it practical,” Nick shares. “It’s a term that gets used a lot, but for us it’s about focusing on the things we can genuinely influence. Reducing waste is one of the biggest priorities because every product we save means less energy, fewer resources used, and less food ending up in landfills. We’re also committed to creating a great workplace by providing a positive environment and competitive wages so our employees can support themselves and their families. And giving back to our local community is incredibly important because it’s where our employees live and where our business has its roots.
“Our products also play a role in reducing waste for our customers. Since they start frozen, operators have the flexibility of a long shelf life without compromising on quality,” he concludes. “They can use only what they need, when they need it, which helps minimize waste while still delivering a premium product.”
Learn more about Palermo’s new foodservice products by visiting:
foodservice.palermovillainc.com
