Breaking Down Fiesta’s Panettone Power Wall

One famous panettone legend begins with an audacious Italian pastry chef named Toni, who, in the 1400s, burned the dessert he’d prepared for a Duke’s Christmas banquet.

Acting fast, Toni mixed his sourdough starter with butter, sugar, eggs, and a festive fusion of candied fruit and raisins. The result saved Toni’s culinary neck and etched his name into the hallowed halls of holiday greatness. 

Legend says that “Pan di Toni” means “Bread of Toni” – named for the bold hero who turned a dessert disaster into a triumph.

Bread of Joe

Centuries later, in 1989, Fiesta Farms’ Founder Joe Virgona channelled Toni’s boldness when he began erecting a panettone “power wall,” now legendary across the city. 

In the store’s early days, Virgona, who immigrated to Toronto from Sicily in the 1950s, celebrated his Italian heritage with 30-40 panettone lines piled high for the holiday season. Virgona lovingly tended to the panettone wall. If a customer snagged a box, Virgona ensured somebody quickly filled the empty spot. 

“It was a great source of pride for him,” says Joe Furfaro, who’s been at Fiesta Farms since we opened in 1989.  

Furfaro, who many staff refer to as “Little Joe,” matched “Big Joe’s” passion for panettone. For 25 years, they worked hand-in-hand, expanding the number and variety of panettones that make up the power wall. 

Joe Virgona passed away last February. This holiday season, Furfaro reached a new panettone milestone: 200 varieties of panettone are stocked high on the power wall and tucked into every spare nook across the store. 

Furfaro says: “I wanted to make him proud. I wanted to show him. I think he would’ve been very proud of it.” 

Panettone for The People:

“Little Joe” and “Big Joe” helped bring an Italian delicacy to a market hungry to expand their palates and holiday traditions. The “old school” version of panettone featuring candied fruit like raisins, oranges, and lemon peel is still a top seller. Candied fruit is so central to the classic recipe that the Italian agriculture ministry tried to limit the term “panettone” to sweet breads that are 20 percent candied fruit. 

Last year, The Globe and Mail noted that “panettone’s popularity in Canada has surged.”

 

The growing market for panettone has created an appetite for flavours and varieties that reimagine the classic version. Whether it’s pizza-flavoured panettone or a Dolce and Gabbana collab, Furfaro’s core criteria remain consistent: Good quality ingredients in good supply. Furfaro picks panettone made with butter (not margarine!), real eggs, and, in the case of the classic version, Italian (not imported) candied fruits.  

As you peruse the panettone “power wall,” try out flavours and varieties that meet your culinary profile: 

• Classic Italian Flavours: Indulge in classic Italian flavours of panettone featuring chocolate, pistachio, hazelnuts or zesty notes of limoncello—the most significant rival to the cherished candied fruit version. Take your panettone adventure to the next level by sampling savoury panettone inspired by Italian pizza.
• Creams: Dive into this year’s TikTok sensation: cream-filled panettone! The traditional versions are ribboned with pistachio (pistacchio) or hazelnut (Gianduia) cream. According to Furfaro,cream-filled panettone pairs exceptionally well with your morning coffee. 

 

• Special Diets: A whole new universe of panettone is available to meet eaters’ dietary needs. Health-conscious and ethical eaters can find whole wheat and organic panettone. Fiesta also caries gluten-free and vegan options, all sourced from Italian suppliers.
• Local Varieties: The Toronto Panettone Company is a new, locally produced version of panettone. Thanks to Suresh Doss’ recent CBC’s Metro Morning feature, it’s flying off our shelves. With a short 3-week shelf life, Furfaro says it’s the freshest you’ll find. Before The Toronto Panettone company hit the power wall, Concord Ontario produced a solid, well-priced “everyday panettone” that can still be found in the store. The Montreal-Toronto rivalry is alive and well on the panettone wall. Montreal’s Viva panettone features housemade, local, organic candied fruits and premium vanilla beans. 

 

• Mini Panettone: If you’re looking for a delicious stocking stuffer, a small hostess gift or can’t choose just one panettone, there’s a whole power wall dedicated to miniature-sized panettone. 
• Torrone: If a slim bar of Italian nougat is more your speed, Fiesta has a wide selection of Torrone, a traditional Italian holiday treat. While the nougat is traditionally hard and sticky, there are softer versions that’ll help make sure the tooth fairy doesn’t ride a sidecar with Santa.

If you’re panettone-curious but intimidated by the “power wall,” just look for Joe Furfaro. You’ll find him lovingly restocking the panettone power wall and keeping a great Fiesta Farms tradition alive.