17. Pasticceria Rocco in Greenwich Village
Rocco Generoso arrived in New York City in 1957. He took a job as a dishwasher at Zema’s Bakery on Bleecker Street, lived around the corner on Carmine Street, and attended Our Lady of Pompeii Church on the corner, with his family. In short order, he became an apprentice to the owner, Joe Zema, and in 1974, Rocco purchased the bakery. It has been family owned and operated ever since. Pasticceria Rocco is located at 243 Bleecker Street in Greenwich Village, with a second location at 9402 4th Avenue in Bay Ridge.