Vince and Elizabeth Morena of St-Viateur Bagel: Rolling Through the Generations
Bagels and Montreal have a storied relationship. It’s a city where the aroma of baking bread is woven into the cultural fabric. But few places are as synonymous with the Montreal bagel as St-Viateur Bagel. Second- and third-generation stewards of St-Viateur Bagel, Vince and Elizabeth Morena, joined BagelFest’s Bagel Buzz Instagram live series to discuss the enduring traditions, challenges, and community that keep their ovens—and legacy—burning.
Keeping the Flame Alive
St-Viateur Bagel, founded in 1957, has stood the test of time largely due to its relentless dedication to craft and tradition. As Vince shared, operating as a family business in a city where bagels hold such pride brings both honor and a deep responsibility. The process of hand rolling, kettle boiling, and baking in wood-fired ovens remains unchanged across decades, even as the shop has grown to become an integral part of Montreal’s culinary identity and expanded its reach far beyond.
“It's getting harder and harder to train staff and keep staff and maintain the quality as we grow. So that's the hardest thing but we have a responsibility to ourselves and we really want to make the best bagels in the world,” Vince explained.
St-Viateur has embraced the tools of the modern world, from an expanded network of cafes and catering to shipping fresh bagels across North America, and even operating a food truck. However, their bagel-making process remains rigorously unchanged. This steadfastness, Vince says, is what customers crave—authenticity and tradition, hand-delivered in every bite.
A Culture Built by People
All the equipment and tradition in the world mean little without the people to carry them. For St-Viateur, quality is a byproduct of culture, an ethos passed down through both family and long-tenured employees who have made rolling bagels their life’s trade.
“We take time in training every employee. We inspect our bagels religiously. Owner presence, manager presence, and people presence… We have employees that have been with us 40 years, a few 50 years, a bunch 30 years. That kind of tradesman skill gets passed on from generation to generation with pride,” Vince said.
This culture of care is the real secret ingredient. As Elizabeth noted, it’s not about the water—it’s about love.
Bridging Generations
Elizabeth represents the next chapter of St-Viateur’s multi-generational story. Though she didn’t always envision herself in the family business, she now embraces the opportunity to work alongside her relatives, participating in everything from early morning bakery shifts to outreach and community events.
St-Viateur’s openness to change is most apparent in its recent forays into modern marketing, collaborative events (including some with Nike and local Montreal brands), and a refreshed digital presence. While Elizabeth credits her father’s modern mindset for a lot of these advances, she ensures the shop’s story is shared far and wide, helping connect the bakery with new audiences hungry for authenticity.
Friendly Rivalries
No discussion of bagels is complete without comparing New York and Montreal. Both cities are fiercely proud of their bagel heritage, and both are adamant it’s their approach that is truly special. Yet Elizabeth diplomatically observed, “They're just two completely different products. They're each great in their entirety… There’s a place for both in this world.”
Tradition You Can Taste
St-Viateur Bagel’s story is a living, breathing narrative about family, pride, and the power of staying true to one’s roots even as the world moves ever forward. For Montrealers and bagel lovers worldwide, it’s a delicious reminder that the best things in life are often those rolled by hand, loved by many, and made to be shared.
Check out St. Viateur’s website and Instagram.
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