In Southwick, There’s Plenty to See, Do, and Eat 

Community Spotlight

Kettlebread Deli is just one of the intriguing business storylines in Southwick.

Ed Grimaldi pointed to the small table for two by the door, under the large-screen television. 

“I was sitting right there,” he recalled. “I had my head in my hands, thinking, ‘what have I done? What have I gotten myself into?’” 

It was April of 2020, a month after COVID-19 officially arrived in the region. Grimaldi had, in keeping with a mandate from the state, shut down Samuel’s, the pub-style restaurant at the Basketball Hall of Fame that he co-owned. And he had already invested, along with partners Melissa Veino and Joe Rondoletto, in a new endeavor on College Highway in Southwick called Kettlebread Deli, that was slated to open in a few weeks. 

Which explains why Grimaldi had his head in his hands. 

“We muddled through, somehow,” he said, noting that Kettlebread — more on that name and that concept later — pushed on through curbside service and was able to establish a beachhead, if you will. Fast-forwarding a little, the new business survived, has expanded to a second location and central bakery in Westfield, and Grimaldi and his partners are exploring franchising opportunities. 

“There’s nothing new about doing things home-made — lots of places do that now; we’re trying to do it in a way that’s duplicatable and scalable,” he said, hitting at the heart of this operation, adding that he believes he has an easily identifiable brand, a name that resonates within the industry, and “food that’s really, really good.” 

Kettlebread is one of many intriguing businesses and storylines in Southwick, a recreational community known for its Congamond Lakes, motocross, including the highly anticipated Southwick National in late June, the Ranch golf course, rail trails, a wide range of outdoor experiences, and more. 

“Our bread is very good because a portion of each batch is folded into the next day’s batch, allowing for an exponentially small portion of every batch that has ever been to be in every other batch.”

It’s also known for its hospitality and food-related businesses, including one that has risen to the ranks of institution. That would be Mrs. Murphy’s Donuts, another College Highway establishment that will soon — as in next year — be celebrating a half century of serving up a wide variety of offerings, including its signature raised, glazed honey dip. 

A family business to the core, Mrs. Murphy’s now has members of three generations working behind the big glass display case, or behind the scenes, said Shane Smith, noting that things really started with her grandparents — and especially her grandmother, Shirley, “the original Mrs. Murphy” — who opened a donut shop in Florida. 

“They taught my dad, Earl Murphy, how to make the donuts,” said Smith, adding that her father and mother, Rose, opened the shop in Southwick in 1976. 

Today, Rose is mostly retired, with Smith assuming more management responsibilities over the years and sharing duties with her husband, Zack, as well as her daughter, Bryce, and her husband, Jeff, and other team members. 

Building on this strong existing base of businesses, while maintaining the community’s rural, recreational character is among the main responsibilities of the community’s government, said Town Manager Nicole Parker, who came to Southwick not quite a year ago after serving in a similar post in the Central Mass. community of Hardwick. 

Shane Smith shows off the display case at Mrs. Murphy’s Donuts, a Southwick institution approaching its 50th birthday.

She was attracted by the town’s many attributes, including that rural quality, and has made it one of her priorities to build on that foundation. 

“As a recreational community, it’s important to have these kinds of opportunities,” she said, adding there have been some additions in that broad category with others in the planning stages, including a spray park at Whalley Park now under construction, a pickleball court at town hall, and perhaps more pickleball at Whalley Park — there’s an item on the town meeting warrant to that effect. 

Meanwhile, the community is in the process of hiring a new town planner, undertaking what Parker called a “major zoning revision” to update bylaws that have not been overhauled for decades, and voting on a proposal for new high-speed internet service through WhipCity Fiber. On the business side, the community’s first cannabis dispensaries will be opening shortly, and a Dollar General will soon join the ranks of the establishments on busy College Highway. 

Overall, said Parker, there is a need to achieve balance — between the businesses needed to serve residents and reduce the tax burden on those who call the town home, and maintaining those qualities that make this community so attractive to residents and visitors alike. 

“On College Highway … there’s a house, a business, a house, a house, a business, a business, a house — there’s no cohesion. Having strategic zones will really help the town grow the way it needs to grow, the way the residents want to see it grow.”

For this the latest installment of its Community Spotlight series, BusinessWest turns its lens on Southwick, where there is plenty to do, plenty to see, and plenty to eat. 

Doughs and Don’ts 

There’s a treatment on one wall inside Kettlebread that tells the story of this venture, or at least a big part of it. 

It features a dictionary-like definition of the noun Kettlebread — actually, two of them: 

1. ‘Our family’s secret all-natural artisan bread recipe involving a 3-day process, baked daily in round kettle pans, butter-salted crust’; 

2. ‘Suspiciously awesome sandwiches.’ 

The latter is a tagline of sorts for the business. Grimaldi was thinking about using ‘curiously awesome,’ but was reminded that the slogan for Altoids is ‘curiously strong mints,’ and he didn’t want to go there.  

As for the former … well, the bread is what defines this venture — along with what’s put inside it, especially the makings of a Philly cheesesteak sandwich, the most popular item on the menu. Grimaldi talked in generally vague terms about the bread and how it’s made, stressing repeatedly that it is, indeed, a process. 

“All bread has very simple ingredients, it’s just a matter of ratios,” he explained. “Everyone has their own formula; ask 100 people how to make bread, you get 100 recipes. I think our bread is very good because a portion of each batch is folded into the next day’s batch, allowing for an exponentially small portion of every batch that has ever been to be in every other batch.”

Grimaldi was visiting the Midwest several years ago, and became so impressed by a sandwich he had on that trip — a variation of the muffaletta, a New Orleans-style sandwich featuring a round loaf of Sicilian bread — that he became inspired to try to replicate it in the 413. 

“They had a very unique bread, and I tried for years to duplicate their bread, and I came nowhere near it,” he told BusinessWest, adding that he came up with something else, something he believes is even better — Kettlebread. 

As noted earlier, he and small group of partners introduced the concept near the height of the pandemic in a long vacant former karate studio on College Highway. Using mostly curbside service, the new deli and its offerings built a following, and today, the location is thriving, especially at lunch time. 

Grimaldi and his partners expanded with a second location in Westfield, which also serves as the bakery. And the long-term plan is to create franchises, said Grimaldi, adding that the first step in that process was to create that central bakery. 

“Franchising is still the ultimate goal, but right now, I want to stabilize my own operation,” he said. “So much has changed over the past couple of years — labor costs, food costs … it’s a more challenging environment in many ways.” 

As for the Southwick deli, Grimaldi said he fell in love with that location early on, noting that it is close to where Routes 10-202 and Route 57 form a ‘T.’ There are several other eateries and gathering spots in that general location including Tucker’s restaurant, the Summer House, the Southwick Inn, another institution, and Mrs. Murphy’s, which also found a way to persevere through the pandemic. 

That was with a drive-through, which remained how business was done until January of 2024, when the front doors were once again opened to a large and thoroughly loyal customer base that includes Southwick residents, of course, but also many from neighboring communities on both sides of the border with Connecticut. 

This customer base is treated to hand-cut donuts (a rarity in this business; most are now cut by machine) as well as pastries, breakfast sandwiches, and coffee. But it’s the donuts that make this an institution. 

They come in dozens of varieties, including many classics, but also several ‘specialty’ offerings including ‘maple bacon,’ ‘thin mint,’ ‘chocolate crème crumble,’ and ‘strawberry shortcake.’ 

When asked what the business has planned for its 50th anniversary, Smith said she hadn’t given that much thought — she and her family are busy enough with the day-to-day — but would in the months to come. 

“We’re just going to keep on doing what we’re doing,” she said, adding that this is one Southwick tradition that will endure. 

Work and Play 

Parker told BusinessWest that she wasn’t exactly searching for a new career opportunity when a friend recommended that she take a hard look at Southwick, which was advertising for a successor to long-time chief administrative officer Karl Steinhart. 

“I was like, ‘no, I’m happy here,’” she recalled, adding that her friend was persistent and again encouraged her to apply, noting that the town was bigger than Hardwick and presented more opportunities to grow professionally. She listened, did apply, and eventually triumphed in a lengthy search. 

“It’s been an amazing 10 months,” she said, hinting that it’s not exactly easy to succeed someone who had been in the job for 35 years. 

But the transition has gone smoothly, she said, adding that she was working on the warrant for her first town meeting, set for May 20, when she spoke with BusinessWest.  

Among the priorities she’s established is a revision of zoning bylaws, said Parker, noting that the current bylaws haven’t been overhauled “ever.” 

And this reality has contributed in many ways to the hodge podge that exists on College Highway today, said Parker, noting that the street is a mix of commercial, residential, municipal, and more. 

“On College Highway … there’s a house, a business, a house, a house, a business, a business, a house — there’s no cohesion,” she said. “Having strategic zones will really help the town grow the way it needs to grow, the way the residents want to see it grow.” 

Elaborating, she said planning officials can look at current zoning codes and see essentially whatever they want to see whether it comes to including a proposed use or excluding one, and something far more definitive is needed moving forward. 

And town residents will have a large say in how the bylaws are overhauled. 

“We’ll have a lot of public meetings to let residents let us know what they want to see for their town,” said Parker. “You live in a town because this is where you want to be, and you should make the decisions on how your town should modernize or move forward or really grow; it needs to be the residents who make those decisions, so I’m looking forward to having those meetings so we can gauge what the community wants for a business zone, where they want to see industrial zones, and where they want to see strictly residential zones.” 

Meanwhile, another issue confronting this community, like all others in the region, is housing, said Parker, adding that while few developments in the ‘affordable’ category are in the pipeline, there is a 200-unit condo project slated for Depot Street that has received Planning Board approval. 

As for the cannabis dispensaries, Pioneer Valley Trading and Haven will be opening in storefronts just a few blocks from each other on College Highway. 

“They can’t be within 500 feet each other, but I think they’re maybe 501 feet from each other,” joked Parker, adding that these additions will bring even more variety, and vibrancy to the town’s main business throughfare. 

And they provide even more to do and see in a community where there is already plenty in both categories.