Gennaro's Story

" The first bite of an Alfajor de Maicena wasn't just a taste; it was an immersive experience, filling my heart with pure joy. "

Embarking on this journey, I found my heart captivated by the enchanting allure of special occasions and holidays. In those moments, my mother, Maria, would grace our table with a lavish spread of homemade delights, among which the traditional Argentine Alfajor de Maicena stood as a testament to time-honored family recipes. Those delicate cornstarch cookies, embracing luscious dulce de leche, delicately coated in finely shredded coconut and dusted with powdered sugar, held a special place in my heart from childhood.

As the years unfolded, my passion for preserving this culinary heritage deepened. The first bite of an Alfajor de Maicena wasn't just a taste; it was an immersive experience, filling my heart with pure joy. This love for the artistry of alfajores led me to establish Gennaro’s Alfajores after the passing of my Aunt Carmela, who had learned this recipe back in 1952 when she traveled to Bernal, Argentina to meet my uncle and start a family. But it wasn't merely as a personal endeavour to preserve and perfect our cherished family recipe but as a mission to share the magic of this delightful treat with the world.

My journey has been a tapestry of dedication, perseverance, and a pursuit of perfection against all odds. It wasn't just about creating cookies; it was about crafting moments that resonate with joy and tradition. Despite the challenges during the pandemic, I found myself blessed and rewarded on a global stage — with two consecutive gold medals in the Alfajor World Championships, a testament to the passion, dedication and love poured into every handmade creation.

My story is more than a culinary adventure; it's a narrative of resilience and a commitment to excellence. Beyond the tantalizing taste of each handmade Alfajor, there lies a desire to document this incredible journey. The hardships, the victories, and the sweet taste of success — it's a story that deserves a place on platforms like Netflix. Maybe one day.

As I stand on the cusp of sharing my alfajores with the world, I find myself drawn to the idea of passing on this rich legacy. A cookbook is in the works, a treasure trove of delectable recipes and anecdotes, inviting readers into the heart of Gennaro’s Alfajores and more. But that's not all; a Master Class series is brewing, a chance to impart the craft of alfajor making to future generations of alfajoreros and alfajoreras.

In the heart of Canada, I dream of establishing a proper alfajoreria, a haven where the essence of this cherished cultural heritage can flourish on a grand scale. Scaling quality has its challenges, but my vision is clear — to share not just a recipe but a tradition that transcends borders.

This journey isn't just about cookies; it's about spreading love, joy, and the irresistible allure of alfajores. Join me in savoring the magic, one handmade Alfajor at a time. The journey has just begun, and there's a delectable adventure waiting for you.

Taste love at first bite!