When Joe Rizzuto learned he would receive the Matawan-Aberdeen Chamber of Commerce’s Community Support Award, he was surprised. The owner of Main Street Donuts in Matawan said recognition was never his motivation for supporting the community. His focus has been building relationships with the people who walk through his doors and giving back to the area where he lives and works.
“I don’t look for things like that,” Rizzuto said. “It’s not even necessary, but it’s nice to be recognized for what you do.”
The award recognizes a chamber member who has made a significant impact by supporting local businesses, nonprofit organizations and the broader Matawan community, according to Linda Martin, executive director of the chamber. The Matawan-Aberdeen Chamber created the awards in 2018 during its 60th anniversary to recognize members for their involvement and community contributions.
“Generosity and involvement in the community are among the qualities recognized through the award,” Martin said.
Rizzuto joined the Chamber while beginning the process of opening Main Street Donuts’ first location in 2022. He previously operated a shop in Belmar, which closed last year.
“We are lucky to have him and his donut shop in Matawan,” Martin said.
From hospitality industry to Main Street Donuts
Before becoming known for specialty donuts and his connection with customers, Rizzuto spent decades in the food and beverage industry. A graduate of the Culinary Institute of America in Hyde Park, New York, Rizzuto began his career in hospitality, working at NYC’s Tavern on the Green before managing hotels and later working at Ian Schrager’s Paramount Hotel. He eventually spent 20 years with Citigroup Inc., overseeing high-end dining and in-house events.
After years of working for other companies, Rizzuto decided he wanted to build something of his own. The idea came during a vacation in the Outer Banks of North Carolina, where he discovered Duck Donuts. Instead of opening a franchise, he decided to create a shop where he could develop his own menu and shape the customer experience.
“I wanted to open a donut shop but do something different,” Rizzuto said. “I wanted to be in charge of what I produce.”
He opened the Belmar location first before expanding to Matawan. Nearly two decades ago, Rizzuto and his husband, Rick Canero, moved to the Matawan-Aberdeen area to raise their son, Lucas Rizzuto-Canero.
Today, Rizzuto’s mornings begin before sunrise. He arrives at the shop around 5:30 or 6 a.m. to prepare donuts, glazes and orders before opening the shop.
While the food brings customers inside, Rizzuto said, the relationships are what keep them coming back. “I love talking to customers,” he said. “I get to know everybody and their kids.”
Canero said that connection explains why customers gravitate toward Rizzuto. “People respond to Joe because of his kindness, warmth and welcoming attitude when you enter the shop or our home,” Canero said.
Customers often tell Rizzuto that Main Street Donuts feels different from a typical business. “They say, ‘When I come here, I feel like part of the family,’” he said.
Rizzuto believes community involvement comes with owning a local business. “We’re taking from the community,” he said. “They’re coming to buy my donuts and again you need to put some of those resources back into the community to help people.”
Over the years, Rizzuto has supported schools, nonprofits and community events through donations, fundraisers and partnerships. One of his best-known efforts is the annual Shark Run 5K. The event raises funds for the Matawan Regional High School Performing Arts Program and the Matawan Economic Development, Business & Redevelopment Commission.
The race also honors the history of the 1916 shark attacks in Matawan Creek. The event has grown into a community tradition that attracts residents and visitors downtown. Martin said the Shark Run 5K was one of the reasons Rizzuto was selected for this year’s award.
Mayor Joseph Altomonte said Rizzuto and Main Street Donuts have become important to Matawan. “Beyond serving great donuts and coffee, Joe has consistently demonstrated a commitment to giving back and supporting local causes that make Matawan stronger,” Altomonte said.
Deana Gunn, Borough Council president and chair of the EDBRC, said Rizzuto represents the type of partnership local leaders hoped to build. “When we started the economic development commission, working with a business like Main Street Donuts and a partner like Joe is exactly what we had in mind,” Gunn said. She continued by saying that the Shark Run 5K has become one of the commission’s most successful events by bringing people downtown while supporting local programs.
Cathy Zavorskas, Aberdeen Township councilwoman and former president of the chamber, said Rizzuto’s involvement extends beyond individual projects. Through his role with the EDBRC, she said, Rizzuto has shared valuable insight into the challenges facing local businesses while strengthening connections among downtown owners.
“He’s very upbeat about the town, which is also very helpful,” Zavorskas said. “He’s been a good advocate for the town and for the business community in particular.”
Martin added that Rizzuto regularly supports chamber and borough events through donations of donuts and gift certificates. He has also invited local elementary school students and adults with disabilities into the shop to show them how donuts are made. Most recently, he hosted about 550 preschoolers from the Matawan-Aberdeen School District for a behind-the-scenes tour. “I think anytime you own a business within a community, you have to work with and help the community,” Rizzuto said.
Community rallies behind Rizzuto
Rizzuto’s connection with the community became especially visible last year after someone stole a Pride flag outside his shop and directed threats toward the business. The incident brought a wave of support from residents and local leaders and from people outside the area as well.
Jessica Della Femina, a longtime friend and customer, said Rizzuto had already established himself in the community before the incident. She first met Rizzuto in 2019 following his Donut Chase race and kept returning because of the relationship they built. “He wants to build connections, not just make a sale,” Della Femina said.
After the incident, residents shared messages of support. Children created drawings for the shop’s windows, and customers rallied around the business. Rizzuto said he was surprised by the response. “I wasn’t prepared for it,” he said.
Customers visited the shop, placed orders and brought messages of encouragement. “I had people from Connecticut and Pennsylvania,” Rizzuto said. “There were online orders from Chicago and California.” He paid that generosity forward by donating many of those orders to people in need.
Rizzuto said the response reflected relationships built over time. “The community was amazing,” he said. “The whole thing was so surreal.”
Every year, Rizzuto donates a portion of sales of his Pride donut to The Trevor Project, a national LGBTQ+ charity that holds personal meaning for him.
Asked about queer visibility, Rizzuto said, “I’m no different than anybody else.”
Although the award recognizes Rizzuto individually, he said building Main Street Donuts has always been a family effort. His husband and their son remain involved, and Rizzuto credits them and the people around him for helping him build the business.
Martin said Rizzuto’s humble response to the award reflects the same character the community sees every day.
In addition to the chamber honoring Rizzuto, Out In Jersey Media’s Steven Russell of Matawan was recognized for being a 10-year legacy member. Russell, who serves as Out In Jersey’s health editor, events calendar editor and circulation representative, is also a licensed massage therapist and certified yoga instructor. He owns Becoming Sound, a wellness and creative practice that blends yoga, massage and sound healing.
Editor’s note: Do you know someone in the LGBTQ+ community who makes a positive impact where they live, and should be profiled by Out In Jersey? We’d love to hear about them and tell their story. Send us your pitch and tell us why they should be featured. Write editor@outinjersey.net.
