Nadia Caterina Munno is the self-proclaimed The Pasta Queen. It’s a title she’s used over the past three years to accumulate a combined 6 million followers on various social media platforms, where she posts boisterous, often ironic videos of herself prancing around in her enormous, blue steel and brass home kitchen, making Italian food and laughing at others’ attempts at making Italian food.
But Ms. Munno, 40, is aiming much higher than TikTok celebrity. “I want to be the Italian Martha Stewart,” says Ms. Munno. “Everything is in motion to do just that.” She already sells The Pasta Queen branded copper cookware in collaboration with Ruffoni on her website and at William Sonoma (where the seven-piece set costs about $1,900), and now she is in talks about a frozen food line, a television deal and expanding into a broader range of textiles, homewares and fashion. Her cookbook made the New York Times Bestseller list in November and she’s working on a second one.
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Just like Martha Stewart, who is known for her picture-perfect estates in places like Connecticut and Maine, Ms. Munno uses her house as an important contributor to her image as a domestic goddess. In her videos, she showcases parts of the 7,821-square-foot, eight bedroom, six bathroom mansion she and her husband, Brook Zimmatore, 41, bought in Clearwater, Fla., for $1.1 million in 2016.
The stately, French provincial-style estate was built in 1920 for Charles Spence, a Michigan-based businessman. Located on a quiet, leafy street lined with mansions in the Harbor Oaks neighborhood, it was at one point used as housing for nuns; what is now the main bedroom was a place for worship, with pews and fluorescent lights, says Tricia Priest, whose parents Al and Jeanne Priest bought it for $65,000 in 1972 and converted it back to a single family home. In 2007, the house sold for $1.8 million, according to public records.
By the time Ms. Munno and Mr. Zimmatore found it, the house had been empty for almost two years after the owner left for California, says Martha Thorn, a real-estate agent with Colwell Banker who had the original listing. The market was down in 2015, but it was still “a heck of a price,” she says. “When a house sits empty for that long, it shows.” Part of it had burned and there was mold and termites everywhere, says Ms. Munno. When the price dropped to $1.15 million from $1.25 million, they jumped on it, even though they’d been close to closing on a different house in the neighborhood, says Ms. Munno.
It took a $1.2 million, 10-month renovation involving a complete overhaul of the plumbing, electrical and sewage systems—along with an infusion of vast quantities of Italian marble, tiles and furnishings—to get it to its current state. All the fireplaces, floors, crown-molding, exterior finishes and windows were restored.
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Even though the renovation occurred pre-The Pasta Queen, the focal point was the kitchen, now following a $250,000 renovation, a massive, almost 400 square foot, bright room created by combining two rooms and removing an 18-foot wall that held up much of the second and third stories of the house. It required building two separate walls and a steel beam to handle the weight of the removed load wall.
In the center is a $135,000 custom island by Florence, Italy-based company Officine Gullo. It’s ocean blue steel with brass trim, with a double oven, six burners, a pasta cooker and a matching hood. The kitchen floor is weathered Italian marble, there are copper pots and pans made in Italy’s Piedmont region hanging everywhere; ceramic jars are stuffed with wooden spoons and rolling pins—all intentionally from Italy, says Ms. Munno.
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A large formal living room with a playroom and a formal dining room are on either side of the main entry hallway, which extends the length of the house and has a black and white chess board marble floor and bright paintings. The third floor is where her family (her father, her brother, her mother and many cousins) stay when they visit from Italy, often for weeks at a time.
A covered outdoor patio with white sofas, wicker chairs and a beadboard ceiling leads to a swimming pool. Above it, reached by a black spiral stairway, is an 800-square-foot balcony that holds an outdoor dining area.
Ms. Munno, wearing one of her signature close fitting Dolce & Gabbana dresses, with red cherries on leopard print, only eats pasta for lunch—and only about 100 grams (one cup)—five days a week. (Today she had zucchini and spinach risotto from a brightly painted handmade ceramic bowl at her home’s kitchen table.) For dinner she eats very lightly—just vegetables and legumes and no carbs, she says. Should she be stuck on a desert island with just one food? Lasagna.
Ms. Munno was born and raised in Rome, but when she was young she and her brother would spend months every year helping out on her grandfather’s farm, harvesting wheat, corn, tomatoes and grapes. Located in Santa Maria Capua Vetere in Southern Italy, the farm has been in her family since the late 1700s, and at one point included a pasta factory.
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When she turned 14, Ms. Munno says she lost interest in running around in the dirt and instead stayed in Rome with her friends, getting into theater, modeling and taking opera singing lessons. Through her music connections, she met members of a British jazz band, who invited her to go on tour and sell merchandise. She moved to London in 2002 to work for the band and to study communications. She wanted to learn English. “I knew I had a bigger plan,” she says.
Through friends in the band, she met Mr. Zimmatore, who is British but who lived around the world, including Florida, when he was growing up. They married in 2003 and started a company together in 2007 in London, moving it to Clearwater in 2015 to be closer to clients. Called Massive Alliance, it creates and distributes content to amplify corporate executives’ personal brands.
The company’s name was created by Ms. Munno: “The common denominator for Nadia is that everything has to be big,” says Mr. Zimmatore. (He jokes that he too is becoming bigger, thanks to all the pasta around the house.)
In early 2020, Ms. Munno went on TikTok to check out what one of her daughters (she and Mr. Zimmatore have four children, ages 4-15) was watching, intending to delete the app if it seemed inappropriate. She came across a video of someone making lasagna in what she says was a “blasphemous” manner. She kept exploring and found “a lot of Italian Americans cooking pasta dishes incorrectly,” she says.
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Ms. Munno began posting her own TikTok videos, often with her brother in the background, sometimes bordering on slapstick, cooking pasta from her family’s recipes and exhibiting exaggerated, mocking reactions to other peoples’ recipes. She has since expanded to Instagram, Facebook and YouTube and trademarked the persona of The Pasta Queen—a name she came up with because she felt, given her family’s background owning a pasta factory, that she should “dominate the space of cooking pasta.”
The pandemic had a lot to do with her success, says Ms. Munno: people were stuck at home with their families and watching cooking videos was a way to connect. She says she discovered this during her book tour this past fall, when thousands of readers showed up, many telling her their Covid stories.
Ms. Munno applies the same techniques to her new career as she did in her leadership branding and content amplification work. She looks at detailed analytics and metrics and spends hours monitoring reactions to her content. “A lot of it has to do with just listening to people,” she says. “I try to understand what’s important to them.”
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