Ceretto Wines and Speducci Mercatto bring the spirit of Piemonte to Toronto.
When Ceretto Wines joined forces with Toronto’s Speducci Mercatto for an intimate evening celebrating the food, wine and culture of Piemonte, Italy, the collaboration felt less like a business arrangement and more like a meeting of minds. Despite being separated by an ocean, both family businesses share a commitment to craftsmanship, hospitality and the belief that quality is something earned slowly over time.
According to Federico Ceretto, the third- generation ambassador of one of Italy’s most- respected wine families, that philosophy has been decades in the making.
“The vision is that every generation does a different step up for the next one,” he says.
The Ceretto story began with Federico’s grandfather, who helped move the family from bulk wine production to bottled wines. The next generation focused on identifying and elevating individual vineyards. Today, Federico and his team are dedicated to organic and biodynamic farming, pursuing greater precision and a deeper understanding of the land they cultivate.
“Little improvements every day,” he explains. “Generation after generation.”
While many producers once looked to Bordeaux, Burgundy or Napa Valley as benchmarks of excellence, Ceretto believes the future lies much closer to home.
classic Barolo with depth, tension and tannins built for time. | Photography By Lismery Loyola
“We think locally,” he says. “We think about discovering with greater precision what we already have.”
That local focus begins in the Langhe region of Piemonte, home to iconic appellations including Barolo and Barbaresco. Throughout the conversation, Ceretto repeatedly returns to the importance of identity and place. “Everything for us is Langhe,” he says.
It is more than a geographic reference; it is a philosophy. Rather than creating wines designed to imitate another region, Ceretto’s goal is to express the unique character of the vineyards his family has farmed for generations.
That same commitment to authenticity is what attracted him to Speducci Mercatto.
“The commitment of Speducci is clear for everybody,” he says. “I need a business partner that represents what my family did.” The admiration is mutual.
For Rosie Scavuzzo, owner of Speducci Mercatto and WineHouse, the partnership reflects values that have guided her business from the beginning.
“Federico and I have the same philosophy when it comes to relationships and business,” she says. “You have to forge them. You have to mentor them. It doesn’t come overnight.”
That emphasis on long-term relationships is evident throughout Speducci Mercatto. While many restaurants position themselves around exclusivity or trend-driven dining, Scavuzzo has built something that feels remarkably personal.
“It’s like coming into your living room when you come into Speducci,” she says. “Everybody knows everybody.”
Over the past decade, the restaurant has become a fixture within the community, welcoming generations of families, regular guests and neighbourhood residents. Its success has been built on consistency rather than spectacle. “Fresh ingredients, quality and authentic Italian cuisine,” says Scavuzzo. “That’s first and foremost.”
The restaurant’s commitment to quality begins long before service. Ingredients are carefully sourced, produce is selected with intention, and the culinary team prioritizes authenticity over shortcuts. This year, the restaurant is even growing many of its own vegetables on-site.
“We eat clean,” Scavuzzo explains. “We really take a lot of pride in what we put on that plate.”
Those values were on full display during the recent Ceretto dinner, which welcomed nearly 100 guests for an immersive evening celebrating Piemonte’s food and wine culture. Guests began with oysters, salumi, cheese and sparkling wines before moving into a curated tasting experience showcasing some of Ceretto’s most celebrated labels.
For Scavuzzo, the evening’s success was not measured by attendance alone.
“Making 100 people feel like they were in a living room was our goal,” she says. “And we achieved it.” Throughout the evening, Ceretto moved from table to table, greeting guests, discussing the wines and sharing stories about Piemonte. The personal interaction became one of the defining elements of the event.
For Ceretto, those moments are essential.
“You have to sit at that table,” he says. “It cannot be just virtual.”
In an increasingly digital world, his perspective feels refreshingly old-fashioned. While he embraces innovation, he remains convinced that the most meaningful experiences cannot be replicated through a screen.
“Try it. Taste it. Experience it,” he says. The statement applies as much to life as it does to wine.
Whether discussing travel, hospitality, food or business, Ceretto continually returns to the importance of genuine experience. He encourages people to discover what they truly enjoy rather than simply following what appears popular. That philosophy resonates deeply with Scavuzzo’s approach to hospitality. Both understand that the most memorable experiences are rooted in authenticity. Neither is interested in being everything to everyone.
“We’re not for everybody,” Scavuzzo says. “I want to be for the people that are passionate about food and what we put on the plate.” Perhaps that is what makes the partnership so compelling.
At a time when luxury is often defined by exclusivity, Ceretto and Speducci offer something far more meaningful: connection, a shared meal, a thoughtful bottle of wine, a room full of conversation, the feeling of belonging around a table where quality, tradition and hospitality speak the same language.
