Ancient Massera oven

The biscuits factory Massera Museum, housed in the renovated building where it all began, showcases over a century of pastry-making tradition.

The pastry shop was founded in 1920 in a hamlet of Sala, a small village on the green Serra hill.
Its founder, Luigi Massera, opened a shop with an adjoining wood-fired oven, where he produced bread for his village and, once a year for the village festival, baked “Torcetti,” ring-shaped biscuits that began to be sold throughout the Biella area after World War II.

The museum houses period tools, historic images, and recipes that document the evolution of production from 1920 to the present.
The museum is divided into two distinct areas: the museum rooms and a multifunctional space for cultural events, tastings, workshops, and educational sessions. In a dedicated inclusive area, including for those with specific disabilities, there will be courses and activities aimed at introducing the ingredients, their textures, aromas, and flavors, which will influence the production of the products.

Visits can be booked by calling the company.

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