Some lunches aren’t planned.
They just happen - when the day calls for something familiar, something comforting. For me, that usually means a short drive across town, through downtown Clarksburg, over the bridge into Glen Elk, and straight to Tomaro’s Bakery for a fresh, hot pepperoni roll.
There’s no set schedule for it. Just those moments when nothing else will do.
If you’re from West Virginia, pepperoni rolls need no introduction. They’re as much a part of our identity as winding back roads and front porches. Born in North-Central West Virginia during the coal mining era, pepperoni rolls were created by Italian immigrants who understood two things very well: hard work and good food.
Coal miners needed a lunch that was filling, portable, and didn’t require refrigeration. The solution was simple and brilliant - pepperoni baked inside soft bread dough. What started as a practical meal quickly became a staple, passed from generation to generation.
Giuseppe Argiro of Country Club Bakery in Fairmont is often credited with commercializing the pepperoni roll around 1927 by baking pepperoni sticks directly into bread. From there, the pepperoni roll spread through mining communities and eventually across the entire state. Today, it’s inseparable from West Virginia culture.
Why Tomaro’s Will Always Be My Go-To
I’ve been a customer of Tomaro’s Bakery for essentially my entire life.
My parents and uncles took me there when I was young, and I’ve continued that tradition with my own family. You can find pepperoni rolls just about anywhere in West Virginia, wrapped in plastic at gas stations and grocery stores, baked by bakeries across the state. While you can find them in a variety of places, there’s something different about getting one fresh out of the oven, still warm, handed to you in a simple paper bag.
Around here, people fiercely defend their opinion on which pepperoni roll is the best. Most of us believe our hometown bakery holds the top spot. For me, it’s always been Tomaro’s.
Founded in 1914 by Italian immigrant Antonio Carmen Tomaro, Tomaro’s Bakery began by serving Clarksburg’s Glen Elk neighborhood with Old World recipes and hand-delivered bread. After Antonio’s early passing, his daughter Anna and her husband John Brunett took over in the early 1920s.
John is widely credited with creating Tomaro’s iconic pepperoni roll, combining Italian bread and pepperoni into a satisfying, convenient lunch that quickly became a favorite among miners. The bakery continued through four generations of the Brunett family, preserving the same recipes, standards, and commitment to their community.
In 2014, Tomaro’s celebrated its 100th anniversary, earning an official “Tomaro’s Bakery Day” from the State of West Virginia. An expansion followed in 2015 to modernize production while keeping the same time-tested recipes. Eventually, Tomaro’s even began shipping nationwide through Goldbelly, sharing a taste of West Virginia far beyond our state lines.
In 2022, the Brunett family retired and passed the bakery on to new owners, Joey and Edward Oliverio. Just as importantly, the business stayed local.
It’s About More Than a Bakery
Joey and Edward live nearby, and every once in a while, we’re reminded just how special that is.
On occasion, when they’re driving by and see us out in the driveway, the “pepperoni roll fairy” shows up. Before you know it, a bag of mini pepperoni rolls appears - no announcement, no fanfare. Just a neighborly gesture.
Those moments don’t last long, but they leave a lasting impression. They say more than any history lesson ever could. Tomaro’s isn’t just a business, it’s part of everyday life here.
And that’s why I support small, local businesses whenever I can.
Why This Matters to Me as a Financial Advisor
As a financial advisor serving West Virginia families, this hits close to home.
Local businesses like Tomaro’s don’t succeed for over a century by cutting corners or chasing quick wins. They succeed by building trust, showing up consistently, and taking pride in the relationships they’ve built over time.
That’s the same mindset I bring to my work.
I believe there’s real value in having a local financial advisor, someone who knows the community, understands your priorities, and is invested in your long-term success. Someone you can call, meet face-to-face, and trust to give advice that’s personal, geared to your unique needs.
Just like choosing a bakery, financial planning decisions aren’t one-size-fits-all. The best outcomes usually come from relationships built over time, not transactions.
Almost Heaven, One Bite at a Time
Every visit to Tomaro’s feels the same, in the best possible way. I don’t even start my vehicle before taking the first bite. And very rarely do I reach my destination before I’ve finished two.
We grab them on the way to the lake, on road trips, and heading to soccer or softball tournaments. And nobody ever turns one down when offered. Once you’ve had a fresh, hot pepperoni roll, you’re spoiled forever.
Pepperoni rolls are simple. They’re humble. But they carry generations of history, hard work, family, and community in every bite.
In a state known as Almost Heaven, they might be one of the closest ways to taste it.
So what’s your favorite pepperoni roll? And if you’ve never tried one before, take it from a West Virginian: find a good local bakery, get one fresh out of the oven, and see what all the fuss is about.