Nova Era Bakeries

Founded by Joe Dias in 1991 in the heart of Toronto’s Little Portugal neighbourhood, Nova Era bakeries has become one of the most recognizable Portuguese-Canadian brands among Torontonians. While there had been other Portuguese bakeries – the first, Lisbon Bakery, was founded in 1958 and a rival chain Caldense Bakeries opened in 1968 – Nova Era helped cement European coffeehouse culture in the city. Unlike the traditional grab-and-go coffee culture of North America, Nova Era’s neighbourhood bakeries were inspired by Portuguese cafés, as places for socializing with locals, watching Portuguese television (usually RTPi), and spending time in. Nova Era’s bakeries, where the staff speaks Portuguese, are especially important social spaces for older Portuguese immigrants and newcomers who have difficulties speaking English.

Nova Era’s volume of sales grows during the Christmas holidays, when Portuguese immigrants seek traditional seasonal foods, like bolo rei (King’s bread), sonhos (dreams), filhoses (similar to beaver tails), and malassadas (similar to doughnuts). In addition to baked goods, pastries, and coffee-based drinks, Nova Era, like other Portuguese bakeries and cafés, also serves snack foods, like soups, salads, and sandwiches – the most popular being bifanas (pork cutlet or steak sandwiches) and tostas mistas (grilled ham and cheese sandwiches).

Since the first bakery opened on 1172 Dundas St. West, Nova Era opened eight other locations in Toronto, Mississauga, Kitchener, London, and Ajax. This family business employs over one hundred workers, many of them Portuguese immigrants; including bakers, who have introduced new bread and pastry styles typical of their regions of origin. The company has also become a wholesale producer of the popular pasteis de nata (custard tarts), supplying grocery stores and other food vendors in Ontario and Quebec.