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The frozen food innovator

Vincent Giove, BA 07
November 6, 2023
By Ursula Leonowicz, BA 97

Portrait of a smiling, slightly bearded man in a suit and tie.

Vincent Giove’s go-to meal as a Concordia student was pizza. Now co-owner, vice-president and chief strategy officer for Rustica, it seems his taste testing is paying off.

Rustica got its start in 1958 as a small Italian bakery in Montreal. It grew into its first manufacturing kitchen in 2000 and now occupies more than 100,000 square feet over three manufacturing facilities. With Giove at the helm, Rustica acquired Mia Foods in 2014, a move that doubled the company’s revenues and expanded its reach across North America. Rustica — recently named one of Canada’s best managed companies by Deloitte — now employs more than 400 people and was ranked the 267th largest company in Quebec by Les Affaires

This rapid expansion enabled the company to start making Delissio frozen pizza for Nestlé in 2017. As the brand exits Canada in 2023, Giove is starting an exciting new chapter by launching its own Rustica frozen pizza line in major grocery stores across the country. 

An extended-family business

“I left Bell Canada to join my father in Rochester, New York, at a food processing operation. When my wife got pregnant with our first daughter, I came back to Montreal and joined Rustica. The Morgante family, Rustica’s founders, were family friends. They were looking for a financial partner to take care of the company’s day-to-day operations.”

Industry insight

“Pizza being one of the best sellers during COVID-19 allowed us to grow the business, target new regions and hire qualified employees that had been let go from other companies. On the flip side, due to global supply-chain challenges, we learned about the importance of having multiple suppliers and increased access to materials.”

The Concordia factor

“The university taught me how to express myself. I was very shy and Concordia got me out of my shell. Graduating and seeing all those years of work pay off gave me the confidence to do what I do today.” 

Paying it forward

“I’m a coach for my boys’ hockey team and actively mentor young employees. Rustica sponsors sports events throughout the year, as well as a variety of hospitals and foundations.”

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