What do they have in common? They are all part of the VPN process. Verace Pizza Napoletana (VPN), is a certification process that follows the strict rules in making a true Neapolitan pizza. The VPN Association Statute states: "The Association aims to protect and promote the “VERACE PIZZA NAPOLETANA” (ORIGINAL NEAPOLITAN PIZZA) as well as its restaurant-members that commit themselves to supply a service complying with manufacturing features established in the protocol and regulating the pizza production." In other words, they take their pizza making very seriously. The certification is so specific, it details instructions on specific containers for the olive oil (copper), oven and of course, ingredients.
To learn more about this, I talked with Justin Piazza, owner of La Piazza Al Forno, recently certified as a VPN restaurant.
Why did you decide to get certified? I met the VPN cerfication guys at the Las Vegas show. I was hesitant about getting certified because I felt like I had a great product and I'd need to make changes. It's a big commitment to become certified and I didn't know if I would want to have people telling me what to do. It is very humbling, but I'm really excited. The process actually isn't too far off of what I have been doing. I don't want to be like the other guys. I want true, authentic pizza. Plus, my family is from Naples.
How did you train? I trained on my own. Many people travel to Italy to train for 6 weeks, but I did it on my own and I'm very proud of that.
How has this changed things for you? Well, I've bought an oven from Naples, made by a 3rd generation builder. The material is from Mount Vesuvius. It was about the same price as my old oven, but it is much more efficient and I've actually saved about $500 a month on wood. I'm now using a new mixer from Italy as well. It doesn't heat the dough like a traditional Hobart machine. It infuses air into the dough.
It's important for me to also be extremely strict about the ingredients I use. My flour costs about 50%- more than many of the other pizza places. I only use San Marzano tomatoes. Everything is fresh, all-natural and not processed.
What has surprised you the most about this whole process? All of the openness and willingness to share. The gentleman that certified La Piazza Al Forno, Giulio Adriani, shared his dough recipe and showed me how he makes it. That's an amazing thing in this industry. People just don't share recipes like that. He's promoting a tradition though. The difference is the passion. They want to preserve the process and keep the authenticity.
How have customers reacted? We've been on the Food Network and that drew a crowd. The word is getting out that we are VPN certified and customers are curious. It's an education process though. People ask us what kinds of crusts we have. This is true Neapolitan pizza. That's it.
Why do you use Peddler's Son? The sales team has been very nice and easy to work with. You have a good reputation and high quality products. That's important to me.
How would you convince a customer to try this style pizza? Try the margharita pizza. It is the truest of any pizza. You can't get any simpler than cheese, basil and sauce. The flavors pop. Just ask my wife. She said that once you try something so good, you just can't go back.
Well Justin, that sounds like an offer I can't refuse.
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