Altamura Bakery's 14th-Century Traditions Gain Global Reach Via Digital Influence

Antico Forno Santa Caterina, a historic bakery in Altamura, Italy, dating back to 1391, has garnered international attention through the online presence of two local matriarchs, Graziella Incampo and Teresa Caglia. A team of young entrepreneurs reopened the venerable establishment in July 2023 with the goal of restoring its prominence within the historic center, a mission amplified by the grandmothers' unexpected role as social media influencers showcasing regional culinary arts.

The women utilize online platforms to demonstrate the preparation of traditional Apulian delicacies, including the region's signature meter-long bread and various focaccia styles. This modern outreach directly supports the preservation of the celebrated Pane di Altamura, which holds the European Union's Protected Geographical Indication (EU PGI) status, granted in 2003. The PGI designation strictly mandates traditional production methods, requiring at least 80 percent of the flour to be sourced locally from specific durum wheat varieties such as Arcangelo, Appulo, Duilio, or Simeto.

The bakery's deep roots trace back over six centuries, functioning near Bari as one of the world's oldest continually operating bakeries. Historically, bread baking was a communal necessity, with private ovens taxed and bread branded with family identifiers. The bread's historical significance extends to Roman times, as the poet Horace praised the local bread in his Satires around 37 BC, noting its longevity, which often exceeded a week and was vital for remote rural populations.

The Pane di Altamura PDO is defined by precise standards: a minimum weight of 0.5 kg, a brittle, golden crust at least 3mm thick, and a soft, straw-colored interior with uniform air pockets. Traditional shapes include the 'Accavallata' (folded loaf) or the 'Cappello di Prete' (priest's hat). Adherence to these specifications, including the use of wood-fired ovens, solidifies the bread's status as a cultural symbol of Puglia.

Modern initiatives at the location, such as 'The Bread Experience,' offer visitors immersion into the entire process, from observing the production of burrata and scamorza at a historic dairy to participating in focaccia making within the medieval premises. The digital visibility generated by Incampo and Caglia now serves as a significant channel for promoting the inherent quality and sustainability of these ancient Apulian foodways, reinforcing the young team's original vision of recreating a neighborhood hub.