Julietta in Rome, the first gourmet plant-based pastry shop (with a lab and shop)

"At first I was a little hesitant about the name; it seemed obvious, but the doubt lasted very little," explains Valentina, who prefers not to refer to her bakery as vegan, even though she is vegan herself: "It's a word that can alienate, trigger a sort of alert, resistance, in those who aren't. Instead, calling it plant-based is a welcome addition; I like it. This is an inclusive place for everyone, even omnivores."

Valentina de Matteis, a citizen of the world

De Matteis describes herself as a citizen of the world, a traveler before being a restaurateur: "You could say I do this job to travel, even though I don't have much time. I lived in San Diego, America, for many years. I started working in the restaurant business there, but I wasn't vegan at the time. I traveled extensively, to the Philippines, Bali, and Taiwan." This itinerant life exposed her to many unique cuisines, including plant-based ones, which for many people are part of their culture. Her vegan breakthrough came upon her return from a trip to Brazil, aided by her discovery of yoga, which sparked a process of self-awareness.

It was my passion for yoga that opened my eyes to nutrition and made me become vegan. I was introduced to the idea of ​​non-violence, a focus on organic and locally sourced produce. You start looking at what happens to get to the product. From there, all the large-scale animal distribution began. I've never looked back. Mine is a purely ethical choice. Why not combine love for animals on our plates and around us? It's a gentle revolution.

The environment

Julietta occupies approximately 170 square meters, including 90 square meters of workspace and the rest dedicated to the pastry shop and shop, where artisanal products such as plant-based and fermented cheeses are sold. A relaxing and welcoming space, featuring themed items, designed primarily for takeout, it also offers the option of sipping coffee and enjoying a pastry at small high tables overlooking the quiet, low-traffic Via Francesco Negri. The large, dramatic counter is the focal point of the decor, along with the pastel-colored interiors, which complement the abundant plants and the interplay of materials, from the cement tiles on the floors to the wood of the furnishings. The architectural design is by architect Roberto Mercoldi.

The proposal

Julietta's offerings include semifreddo (€6), macarons, maritozzi, cakes (including raw ones), single-serving desserts, cookies, mousses, leavened products, and for the holidays, a limited-edition panettone (€28), handcrafted by Lorenzo Carbone, formerly of Breaking Bread, now in the kitchens of Romeow and Julietta, as well as pastiera. All strictly vegan. There's also plenty of savory options, with mini quiches, club sandwiches, and savory pies.

We tried the New York Roll (€4), a fragrant puff pastry roll with a filling that has been a global hit for several years. Julietta's creation is the work of pastry chef Barbara Giovanetti, who oversees the entire pastry line. In its plant-based version, the roll is crumbly, very light, and easily digestible. Ideal for those who don't like overly sugary desserts. The shop also features a coffee machine and a wide selection of organic fruit juices.

The importance of raw materials

Julietta Patry and Lab uses only plant-based raw materials and ingredients, rich in protein, fiber, and minerals, which contribute to a healthy diet and reduce pollution. The same approach is applied to the materials used: all are recyclable and compostable. For supplies, they favor primarily local suppliers, opting for short supply chains. The flours are local and organic, sourced from Lazio. The soy used is GMO-free and organic.

Sustainability is central to the project and involves both the raw materials, with 95% organic ingredients, and the materials used, such as cardboard and/or compostable. "Sustainability is implemented first and foremost through seasonality. Zucchini in January or strawberries in February will never be available here. Then there's the focus on local producers, except those we can't get close to. And also regarding packaging, I try to ensure a clean product right from the start. The coffee is fair trade. But having a team that works well and is happy is also important," Valentina emphasizes.

The laboratory and the shop

Julietta is also a laboratory, where they work to create plant-based alternatives, ideal for those with little time to cook. They offer plant-based cheeses, tofu, seitan, and tempeh, all handcrafted through a painstaking process. A large space is dedicated to fermentation, overseen by Simone Salvo, featuring fermented vegetables like kimchi. The homemade products also supply the adjacent Romeow Cat Bistrot.

“People eating at Romeow would ask us, 'How good is this? Where can I buy it?' Just think, almost no one makes almond ricotta in Rome. Gorgonzola, too. Our customers are the first to rave about it, even non-vegans. But my plan is to reach restaurants themselves,” the creator of Julietta confesses. This process guarantees the self-production of quality plant-based ingredients. Julietta's branded products include artisanal seasonings, granola, toasted nuts, and jams. Also worth adding to your cart are the sauces that have made the restaurant famous, including macadamia nut cream, pesto, mushroom ragù, and stonnata sauce. The beverage section includes various types of kombucha, a selection of natural wines, and the homemade amaro “Julietta – Amore Amaro.”