Leonard Amoroso Sr.

Leonard Amoroso, Sr., along with his brothers, Daniel, Salvatore and the late Vincent Amoroso, was an owner of Amoroso’s Baking Company until his retirement in 1990. Mr. Amoroso was responsible for sales and distribution at the baking company, as well as serving as its Secretary-Treasurer. Through his sales efforts the company grew to be a well known Philadelphia institution along with Tastykakes, cheesesteaks and soft pretzels. Today, Amoroso’s employs over 350 employees and has distribution in thirty-eight states.

Mr. Amoroso grew up in Philadelphia and graduated from Overbook High School in 1939. He was a resident of Wynnewood, PA for 48 years. During World War II, he served in the U.S. Army and toward the end of the war, was stationed in Germany.

Upon returning to the U.S. he entered the family baking business started by his father, Salvatore, and his mother, Gertrude. In those early years, Italian bread was sold primarily in Italian neighborhoods at the corner store. During the 1950’s, the first supermarket chains began to appear. Among them in Philadelphia, were the A&P Tea Company, Penn Fruit Stores, Best Stores and Food Fair Stores. Mr. Amoroso solicited the A&P store at Haverford Ave. and City Ave. in the Overbrook Park section of Philadelphia. The store manager was skeptical of offering Italian bread in his store, but confident his family’s products would sell, Mr. Amoroso offered to take back any bread that didn’t sell. His confidence paid off and the Amoroso products sold well. With this success, the products were offered to the other chains. As the chain stores expanded to the suburbs, Mr. Amoroso and his brothers added sales routes to service the new locations, and Amoroso’s began growing beyond Philadelphia.

Very philanthropic, Mr. Amoroso was involved with many charities throughout the country and was always wiling to help those in need. During a visit to his daughter’s home in Bel Air, MD, he saw a story on the local news about a young boy in need of a wheelchair, but whose family could not afford one. That same afternoon he personally delivered a wheelchair to the boy and his parents. This type of giving was not unusual for a man who was committed to helping others.

Since his retirement in 1990, he and his wife of 59 years, Marie, spent most of their time between their homes in Margate, NJ and Hallandale, FL. But, never wanting to be far from family and the business he was so proud of, they still visited Philadelphia frequently.

In additon to his wife, he is survived by his daughter, Diane Harloe and her husband Bill, his son, Leonard Amoroso, Jr. and his wife Nancy and four grandchildren; Jesse Amoroso, Lindsay, Jeffrey and William "BK" Harloe.

Visitation Information

Date: Wednesday, December 8, 2004

D’Anjolell Memorial Homes

Address:

2811 West Chester Pike Broomall, PA 19008  

610-356-4200

Service Information

D’Anjolell Memorial Homes

Address:

2811 West Chester Pike Broomall, PA 19008  

610-356-4200

Date: Thursday, December 9, 2004

Presentation BVM Church

Address:

204 Haverford Ave. Wynnewood, PA 19096  

Cemetery Information

Date: Thursday, December 9, 2004

Holy Cross

Address:

626 Bailey Road Yeadon, PA 19050