Seventy years and not showing it: that’s the first thought that comes to mind when stepping through the doors of Pasticceria De Vivo in Pompeii. Just 200 metres from the entrance to the archaeological site, and 500 metres from the Santuario della Beata Vergine del Rosario (Sanctuary of the Blessed Virgin of the Rosary), if you're in Pompeii, De Vivo is an essential stop. This top-tier patisserie tempts both locals and tourists year-round with trays of sfogliatelle, babà, and modern pastry creations. With its modern interiors and fast, well-trained staff, you wouldn’t guess that this place has been part of the town’s story for decades. Yet to understand the De Vivo family’s journey, you have to go back to the birth of modern-day Pompeii.
A long family history
The current location, at 36 Via Roma – right in the heart of town – was opened in 1955. Just days ago, the De Vivo family celebrated this important anniversary. But the roots of the business go even deeper, back to a family history of baking that dates to the 1930s – the very years when Pompeii as we know it began to take shape. In this area between Torre Annunziata and Scafati, the ruins of ancient Pompeii were first discovered in 1599, but excavations only began in 1748, under the orders of Charles III of Bourbon. The new municipality of Pompeii was officially established in 1928, bringing together the archaeological site and the famous Marian Sanctuary built at the end of the 19th century.
De Vivo today
Now among the most respected patisseries in the city – and the region – De Vivo is currently run by Marco De Vivo, with the support of his wife Ester and their daughter Simona. Seventy years and two generations after its founding, the patisserie is a shining example of a family-run pastry business that combines strong local roots with a modern commercial outlook. Over the years, the company has expanded beyond its historic premises, opening new outlets – from a shop inside the La Cartiera Shopping Centre in Pompeii, to pop-ups in major train stations across Italy – and distributing its products through both Italian and European retailers.
The patisserie’s offering
It’s a fantastic spot for breakfast, where a great coffee can be paired with delicious Ischian cornetti and croissants (the ones filled with cream and strawberries or cream and lemon are a must), as well as naturally leavened graffe that are as soft as clouds, pain au chocolat, and pain au citron et fruits rouges. Their savoury selection is equally impressive. The pastry counter is constantly refreshed with new additions, such as pan bauletti in innovative flavours like mandarin and yoghurt, or Chococaramel – a decadent double-filled bread with chocolate and caramel. Their ice cream remains a top choice too, and also features as the centrepiece of their “tartellette ice cream”: pastry tartlets coated in dark chocolate and filled with gelato. Another standout is their unique pastiera cake, covered in white chocolate and candied orange. The packaging for their biscuits – both sweet and savoury – is elegant and eye-catching.
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