Jenna Vanacore has always had a passion for baking, but her journey took a new direction 12 years ago when she was diagnosed with celiac disease. “I was frustrated with the limited options available,” she shared, “and I wasn’t satisfied with most products on the market.” To satisfy her sweet cravings, she realized she would need to create her own treats.
What began as a personal baking endeavor evolved into a thriving business. Vanacore initially sold her creations on Etsy and at local farmers markets, expanding to wholesale accounts in 2022. In October of that year, she launched her own storefront, The Gluten Free Treat Shop, located in Massapequa. The shop boasts a bright and inviting atmosphere, adorned in pastel colors and white marble finishes.
For those unfamiliar, celiac disease is an autoimmune disorder that prevents individuals from digesting gluten, a protein present in wheat and other grains like rye, barley, and triticale. This condition affects around 1% of the population. Additionally, many others identify as gluten-sensitive or gluten-intolerant, while some have wheat allergies.
A standout product at The Gluten Free Treat Shop is the large, diner-style cookie adorned with colorful sprinkles. “That’s what every child craves at a diner,” Vanacore remarked. Children are particularly honest critics, which she appreciates since “they will tell you straight up if they don’t like it.” All cookies—including the sprinkle variety, classic chocolate chip, and dark chocolate cookies with white chocolate chips—are priced at $6.50 each, three for $10, or a platter of nine for $28. Offerings at the shop change with the seasons and her creativity, yet you can always find platters of rainbow cookies ($22), individual cakes ($8), packs of biscotti ($15), muffins ($4.50), and bagels and breads ($3 to $9.75).
While gluten is the element in wheat flour that provides the necessary structure for baking, Vanacore has discovered various techniques to overcome the challenges of gluten-free baking. The real difficulty has stemmed from managing a gluten-free business rather than the baking itself.
Jenna Vanacore is the baker-owner of The Gluten Free Treat Shop in Massapequa. Credit: Newsday/Erica Marcus
In her early baking days at home, Vanacore maintained a completely gluten-free kitchen to prevent cross-contamination, for which she is eternally grateful to her non-celiac husband for his understanding. When her business outgrew her home setup, she faced challenges finding a shared kitchen space due to the high risk of gluten contamination. However, last year, she discovered the former Baked by Emily Rose location and undertook major renovations to create a safe, gluten-free environment. The kitchen required professional oven cleaning and new fans, and all mixers, pans, utensils, and storage containers were replaced.
Vanacore is aware that while gluten-free baked goods are becoming more mainstream, many buyers are simply choosing to avoid gluten but may not face serious health issues if they consume it. This can lead some businesses to be less vigilant about cross-contamination. For this reason, she takes significant measures to ensure her establishment is entirely gluten-free. She has installed a “no outside food and drinks” policy and insists that “gluten-free” be part of the shop’s name. “This is incredibly important,” she emphasized, “I want to shout it from the rooftops.”
The Gluten Free Treat Shop, 518 Broadway, Massapequa, 516-804-0250, theglutenfreetreatshop.com. Open Friday 10 a.m. to 4 p.m., Saturday and Sunday 9 a.m. to 3 p.m.
