Jersey Shore Magazine

eonardo is Joe Leone's full middle name: it means "bold lion." He is living up to that name: there is nothing meek about Joe Leone's Italian Specialties shop. Its Tuscan elements and the rock from Ellis Island in front of the building pay homage to the richness of the past and evoke places far away. Inside, visitors are greeted to a world of senses by a signpost overhead proclaiming "Benvenuti!" Street signs radiate from the sign's hub, pointing to the concierge and catering services, salads, mozzarella, pastries and cookies, sandwiches, cold cuts, and hills of fresh baked bread. The visit takes on the feel of an adventure as the variety of colors, textures, and language (perhaps not-fully-familiar) along with a multitude of beckoning choices upon carts and shelves stacked with delicacies, condiments, and cheeses are all waiting to be explored and examined. There is caponata, osso bucco, grana Padano, Serrano ham, Galloni proscuitto di Parma and more. This is Italian culture and flavors by immersion. Laminated signs are there to help the uninitiated, and an index of product classifications helps guide guests to naturally gluten free, kosher, and additive-free products. Beneath the flare of a green and white canopy are a seemingly endless display of prepared foods in both heated and room temperature showcases as well as pyramids of gallon cans of tomatoes. Dishes include beet and heirloom tomato salad, grilled vegetables, and the more routine antipastos, bruschettas, sun-dried tomatoes, and meatballs. A major credit for this enchanting experience belongs to merchandising manager and fellow Culinary Institute of America graduate Martin Daffner, who has worked with Joe Leone's most of the time since 1998 to provide excitement and flair to catered events as well as front-ofhouse operations. Before leaving, a visitor might observe several bricks on the interior corner of the store above eye level. On them are the names of family who have supported Joe Leone and John Hilla and people they wish to honor in return. s h o r e • 2 0 1 3 Gordon Hesse F a l l / h o l i d a y continued on page 52 Italian Culture & Foods by Immersion A T of Joe Leone's Italian Specialty Shop our in Point Pleasant Beach L j e r s e y friend and wife-to-be's brother. It couldn't have been more timely: Hilla was having doubts about continuing Pre-Med at Duquesne University and needed a summer job. Introna's proposition seemed simple: "We are going to make a couple loaves of bread and a few mozzarella a day. It'll be fun!" Hilla, now 36, came onboard, recalling, "It all happened with a handshake…" Ultimately they agreed they would split everything fifty-fifty. The night before they opened on June 2, 1997, they had a catering job and worked into the night. It was then Introna talked about the kind of enterprise he wanted to build and shared his hopes and doubts. "John has been by my side and believed in me," Introna says respectfully and without mentioning his own degree from the Culinary Institute of America, or his years of watchfully working in other food enterprises and learning how to avoid common business missteps. That respect goes both ways. "Joe is a mentor for me," says Hilla. "I needed a job and a distraction; he gave me the confidence he wasn't going to fail. He has been a very genuine leader. He has so much heart." Their catering business flourished as Joe Leone's gained a reputation for quality foods and superb service. Each of the partners drew something from each other: Introna brought ebullient bursts of spontaneity and creativity, and Hilla a strong work ethic and pragmatism he attributes, in part, to his father's guidance. Hilla doesn't feel overshadowed by Introna's bigger-than-life personality or the public attention he gets. He said his job is to help Joe look good, and he shares with me a quote from the defensive coordinator for the Chicago Bears that is akin to his role: "I would be totally happy with the Bears [i.e. Joe Leone] having great success and my name never being mentioned." That is not to say that Hilla is a "shrinking violet." He has a powerful build and was an All-Shore lineman when he played football at Manasquan High School. With his goatee, mustache, and long-ish 51

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