Tuscany celebrates re-branding and local community
For more than 100 years, the Civiletto family has run the family operation in Fredonia — and given back to the community that they love so much.
Over the weekend, they decided to rebrand and after two-and-a-half month’s worth of work ushered in 19 local businesses to celebrate with them during the .
From DeJohn’s Spaghetti House to Chai’s Chocolates and Gifts to the Literacy volunteers, vendors lined the front of the East Main Street establishment, flowing into their iconic greenhouse and selling their goods.
The Saturday event was the Tuscany Lemon Drop: A Community Block Party.
“We’ve been working on re-branding our store for about a year-and-a-half,” Kevin Civiletto, descendent and co-owner of Tuscany Market and Deli began. “We worked with a Buffalo based company called Block Club, they do a lot of graphic design for local businesses in Buffalo and I really liked their work.”
The new logo is about their family story. The lemon signifies the tree that Civilettos’ great-grandfather brought over as a boy from Sicily in 1898 and the two white flowers represent the two original greenhouses the family owned on Prospect Street.
“The lemon tree is what inspired my great-grandfather to start our family business of greenhouses in 1918,” Civiletto added. “This spot was a random plot of land that my family owned before Route 60 was even built, so my family would set up a tent here to sell plants and flowers that our greenhouses on Prospect Street grew.” The subsequent building was built in 1994 and was known as In a Nutshell. In 2004, the family decided to try their hand at a traditional Italian grocery store and deli.
“My parents were only making ends meet with the gift shop, so they decided to take a big leap into meat and grocery,” Civiletto shared. “My dad delivered plants to a greenhouse in Lockport (Niagara County Produce) that had a similar set up, a greenhouse and the deli so he asked if they could teach him. My dad worked there for nine months without any pay where they taught him how to cut and order meat and how to run a grocery store.”
Civiletto hopes to make this event an annual one and help give back to the community as well as promote the importance of shopping local.