Today we’d like to introduce you to Matthew Wilson Joe Serpico.
Hi Matthew Wilson , we’re thrilled to have a chance to learn your story today. So, before we get into specifics, maybe you can briefly walk us through how you got to where you are today?
Bug & Bear’s Cannoli started as a love story—with a little powdered sugar on top.”
I met my partner, Joe Serpico, about three and a half years ago over a game of pool at the Eagle in Silver Lake. Early in our relationship, we discovered a shared love for sweets—especially cannoli. Joe had learned to make them from his great-grandmother using an old Sicilian family recipe, and one night he taught me how to fry the shells from scratch. That was the spark.
We officially launched Bug & Bear’s Cannoli in 2023, starting small but with big vision. Almost immediately, we were offered a wholesale partnership with OR Bar in West Hollywood, which gave us a huge confidence boost and set the tone for what was possible. From there, we dove into the farmers market world—starting with just one table, a cooler, and a ton of grit. Word spread quickly. Our made-to-order cannoli, filled fresh on the spot, started gaining a loyal following.
Today, we run a retro-inspired food trailer designed by the iconic artist Shag, and we’re out at multiple markets each week across LA. We serve gourmet cannoli, specialty coffee, and a full brand experience with a playful, nostalgic vibe.
We’re now preparing to open our first brick-and-mortar location in West Hollywood, launch a children’s book based on our brand, and expand into merch, cannoli kits, and nationwide shipping. But at the heart of it all, it’s still about love, family, and one unforgettable bite.
We all face challenges, but looking back would you describe it as a relatively smooth road?
Not exactly smooth—but definitely worth it.
In the beginning, Bug & Bear’s was a side hustle. We were making decent money at the markets, but it was still something we juggled between full-time jobs and school. Joe was working at a car dealership as a CFO, and I was a college student waiting tables. Eventually, it got to a point where we had to ask ourselves: Are we ready to bet on this?
So we did. We both quit our jobs and went all in on Bug & Bear’s Cannoli—and that leap changed everything. The second we gave it our full attention, the opportunities started snowballing. Wholesale partnerships, private events, film set catering, night markets, media interest—it all just took off faster than we ever expected.
Of course, it hasn’t been without challenges. Running a food business is intense—physically, emotionally, and financially. We’ve had weeks where we barely slept, fried hundreds of shells by hand, and pushed through exhaustion just to show up with a smile. But every bump along the way has made us stronger, and more clear that we’re building something real and special.
Alright, so let’s switch gears a bit and talk business. What should we know?
Bug & Bear’s Cannoli is a gourmet cannoli company based in Los Angeles. We specialize in made-to-order cannoli using a Sicilian family recipe passed down through generations—and we’re known for filling each shell fresh on the spot for the perfect crunch, every single time.
We don’t just sell dessert—we create joy. Our trailer, designed by the iconic mid-century artist Shag, is a vintage fever dream that stands out at every market and event we do. From classic ricotta to wild seasonal flavors, everything we make is built around quality, nostalgia, and a little whimsy. We also serve a custom roasted drip coffee that pairs perfectly with our sweets.
What sets us apart? We’re the only dedicated cannoli shop on the West Coast doing this at this scale—with fresh, filled-to-order cannoli, brand storytelling, retro design, and a full immersive experience. We’re creating something that doesn’t exist out here… yet.
We’re also a couple—Bug (me) and Bear (Joe). Our business is rooted in love, partnership, and legacy. We make everything by hand, we’re at the markets ourselves, and our customers are part of the story. That’s what we’re most proud of—that people can feel how much love and intention is baked into every bite.
Coming soon: Our first brick-and-mortar location in West Hollywood, nationwide cannoli kit shipping, an original children’s book (Zach & the Great Cannoli Adventure), and a full line of playful Bug & Bear merchandise.
We’re not just building a dessert brand—we’re building a world.
What has been the most important lesson you’ve learned along your journey?
The most important lesson we’ve learned is to trust the leap—even when it’s scary.
When we first started Bug & Bear’s Cannoli, it was just the two of us frying shells at home and bringing them to the market. It felt small, but the dream wasn’t. We could see what this could become—a brand that would spread across the West Coast, a name people would recognize, and something that would one day outlive us.
So we took the leap. We quit our jobs. We dove in fully. And the moment we trusted the vision and showed up with everything we had, the universe started meeting us halfway.
The biggest lesson has been this: If the dream is clear and built from love, you have to follow it—no matter how uncertain the road might look at first. That’s how legacy starts. Not with guarantees, but with faith, grit, and showing up again and again.
This journey is about more than just cannoli. It’s about building a life together. Joe and I talk often about starting a family, raising our future child in a world we created with our own hands—and walking into our stores one day, watching customers smile, and knowing that it all started with one recipe, one love story, and one leap of faith.
Pricing:
- Individual cannoli 10$
- Box of three 27$
- Box of six 50$
- Dozen 100$
- Coffee 4$ Iced Coffee 5$
Contact Info:
- Website: https://Www.bugandbearscannoli.com
- Instagram: @bugandbearscannoli
- Yelp: https://m.yelp.com/search?find_desc=best+cannoli&find_loc=Los+Angeles%2C+CA
