when Egidio Dal Colle opened a family-run confectionery business at Cellore d’Illasi. He adopted a strategy unusual for the confectionery sector, which was to prove very successful in the following years: to use Sourdough in his products. Thanks to this inspired idea, Egidio – nicknamed the “yeast wizard”- was awarded the gold medal for the best bread-making at the Milan City Fair in 1925. This coveted prize helped to establish the Dal Colle name in the sector and encouraged the founder to teach all the secrets of his trade to his son Ettore, who took over the reins of the business and decided to expand his father’s premises and add pandoro and panettone to the product assortment.