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Veniero's is named after the founder, who was coming from a little town in Italy named "Vico Equense". He was 15 years old when he came to NY and found a job in a candy workshop downtown. In three years he accomplished to be a manager and in six years after that he launched his shop here at 342 East 11th Street. At the turn of the century the words spread popularly in Italy that if you needed a good baking job , you can be able to go to 342 East 11th street in NYC (Manhattan) and turn to Veniero's for help. Back to those old days, it was dominant in the field and it was famed from only purchasing the most high cost substances which are always the choice of picked out ingredients by hands.